Suzanne Lowe

Professional Services Marketing Expert

Suzanne Lowe is the president of Expertise Marketing, LLC. She is an analyst, advisor, writer and speaker on the best practices and emerging strategies in professional services marketing and management.

Before founding Expertise Marketing in 1996, Ms. Lowe spent more than a decade leading the marketing programs for top-tier management consulting and business-to-business organizations. Before that, she spent more than a decade managing and implementing strategies for political candidates and organizations.

Her widely disseminated research initiatives on strategic marketing perceptions, practices and performance of professional service firms around the globe contain data from thousands of firms, and are the basis for her books Marketplace Masters: How Professional Service Firms Compete to Win (Praeger, 2004) and The Integration Imperative: Erasing Marketing and Business Development Silos — Once and For All — in Professional Service Firms (Professional Services Books, 2009). She has also published an on-line newsletter, The Marketplace Master™ and a blog, The Expertise Marketplace™.

In addition, Lowe has written or been quoted in more than 100 articles on the topic of professional services marketing strategy. Her work has appeared in the Harvard Business Review, Marketing Management magazine, Business Week.com, CMO Magazine, Harvard Management Update, and scores of magazines and journals, including MarketTrends, Marketer, Marketing the Law Firm, Accounting Today, Engineering, Executive Recruiter News, Consultants News, Structure, Management Consulting News, Journal of Law Office Economics and Management, Professional Marketing magazine, The Practicing CPA, Environmental Design and Construction, PSF Journal, The Lawyer’s Competitive Edge, and the Legal Marketing Association’s Strategy.

She has also contributed to the content of numerous books, including the 2ndedition of Essential of Services Marketing, by Wirtz, Chew & Lovelock (Pearson, 2012); the 2nd edition of Marketing Professional Services, by Kotler, Hayes and Bloom (Prentice Hall Press, 2002); and Bull’s-Eye! The Ultimate How-To Marketing & Sales Guide for CPAs (AICPA, 2010).

She was featured as a thought leader in The Expert’s Edge, by Ken Lizotte (McGraw Hill Books, 2008) and Collapse of Distinction by Scott McKain (Thomas Nelson, 2009). She is also a contributor to articles on MarketingProfs.com, RainToday.com and the CPA Leadership Report. She was also instrumental in the development, writing and publication of five books and nearly 50 articles and book chapters for her consulting clients.

Lowe speaks regularly around the world to leading trade associations, industry groups and in-house firm audiences. Her work has been presented internationally, including at the American Marketing Association’s Frontiers in Service conferences. She facilitates roundtables of Chief Marketing Officers from some of the world’s most prestigious professional service firms. She is an adjunct professor of marketing at the R. H. Smith School of Business at the University of Maryland, where she also serves as a corporate advisor to the marketing department. She has also guest lectured at the University of Chicago’s Booth School of Business, and designs and delivers customized executive education programs in marketing for professional service executives.

She advises the leaders of professional service firms, from small start-up practices to large global organizations. Her work has allowed clients to:

  • create highly effective market-driven organizations
    and infrastructures;
  • develop valuable differentiation platforms and
    uniquely advantageous positioning stances;
  • design new services;
  • create customized marketing and business development
    plans, processes and tools; and
  • gain insights about their clients, prospects and
    competitors.