| Publication
& Date |
Article
Title |
Author |
Description |
| Marketing
Profs, June 2007 |
Marketer
on a Mission to Demonstrate Differentiation, Positioning
and Branding |
Suzanne Lowe |
A conversation
with BearingPoint's Paul Dunay. |
| Marketing
Profs, January 2007 |
The
Problem of Defining Professional Services Marketing
Expertise |
Suzanne Lowe |
What exactly
defines marketing expertise? The answers to this
question reveal the tremendous fragmentation in
the expectations of professional services marketers. |
| Marketing
Profs, December 2006 |
Leadership
Legacies: Distinguishing Your Goals From the Expectations
of Others |
Suzanne Lowe |
Marketers in
PSFs should be thinking about their leadership
legacies — their personal hopes, goals,
desires, and expectations for creating an impact
on their firms. |
| Accountants'
World, November 2006 |
Are
you spending your marketing dollars wisely? Find
out here |
n/a |
Measuring the
ROI of marketing is a wise move for accounting
firms. |
| Kennedy
Information's Consultants News, September
2006 |
Why You May
not be Truly Differentiated (for CN subscribers
only) |
Suzanne Lowe |
Five ways that
management and IT consulting firms fool themselves
into concluding (falsely) that their firms are
appropriately differentiated in the minds of clients.
|
| Accounting
Today, September 2006 |
Practice
Management: Re-evaluate how you evaluate your
marketer |
Suzanne Lowe
and Sally Glick |
Professional
service firms need to make an objective evaluation
of marketing programs and the firm's competitive
effectiveness. |
| The Marketer,
August 2006 |
Hallmarks
of an Effective CMO (PDF) |
Suzanne Lowe |
Five goals
to help professional services CMOs become more
strategic. |
New Jersey
Lawyer,
August 2006 |
Turning
a Marketing Eye Toward ROI (PDF) |
Suzanne Lowe
and Larry Bodine |
U.S. law firms
spend billions on marketing, yet few actually
measure the ROI of their efforts. |
| Lawyers
Competitive Edge, July 2006 |
Proving
ROI on Marketing by Measuring Marketing Effectiveness
(PDF) |
Suzanne Lowe
and Larry Bodine |
Measure the
effectiveness of marketing to prove the return
on investment. |
| The Practicing
CPA, June 2006 |
Bringing
In More Revenue: The Role of Marketing Metrics |
William Moran |
Suzanne Lowe
is quoted in this article on marketing measurement. |
| The Marketer,
June 2006 |
Branding:
Let’s not get fooled (again)! (PDF) |
Suzanne Lowe
and Larry Bodine |
Professional
services marketers are always looking for the
marketing initiatives that pack the best punch
against rivals. |
| Accounting
and Financial Planning for Law Firms, June
2006 |
Measuring
ROI for Marketing Efforts |
Suzanne Lowe
and Larry Bodine |
So few law
firms measure their marketing efforts. Why is
it that so many Chief Marketing Officers (CMOs)
who are getting hammered by partners to demonstrate
ROI on their efforts can’t do it? |
| IOMA Law
Office Management and Adminstration Report, June
2006* |
Advice
for Firms in Need of a Better Way to Measure Their
ROI (PDF) (© IOMA)
|
Suzanne Lowe
and Larry Bodine |
Making sure
your marketing dollars count.
|
| *versions
also appeared in IOMA's Contractor's Business
Management Report Reort and Design Principal's
Report |
| MarketingProfs,
June 2006 |
The
CMO's Guide to a Shifting Marketplace,
|
Suzanne Lowe |
If only clients
would stand still. How much easier our lives as
marketing professionals would be if client needs
were consistent year after year and their marketplaces
were never buffeted with changes from the economy
or competition. |
| RainToday,
May 2006 |
Do
You Really Know Your Most Effective Marketing
Strategies? |
Suzanne Lowe |
Only by measuring
can firms really know if their top marketing
strategies are optimal. |
| MarketingProfs,
May 2006 |
Five
Goals of Effective Chief Marketing Officers |
Suzanne Lowe |
The role of
the CMO will continue to expand in the next decade.
As CMOs begin to embrace their new-found stature,
are they tuned into what really makes them effective? |
| Marketing
the Law Firm, May 2006 |
Proving
ROI on Marketing by Measuring Marketing Effectiveness
(PDF) |
Suzanne Lowe
and Larry Bodine |
Why is it that
so few law firms measure their marketing efforts?
Why is it that so many CMOs that are getting hammered
by partners to demonstrate ROI on their efforts
can’t do it? |
Structure
Magazine,
January 2006 |
Paving
a Path for Differentiation (PDF)
(©
Structure Magazine) |
Suzanne Lowe |
A compelling
strategy for differentiation will help a firm
find its "sweet spot" that increases
revenue and provides unparalleled value to clients. |
| IOMA Law
Office Mgmt. & Administration Report
October 2006 |
How
to Achieve Marketing Mastery (PDF),(©
IOMA) |
IOMA |
This article
is based on a speech by Suzanne Lowe |
| Structure
Magazine, December 2005 |
Is
Your Firm Irreplaceable? (PDF)
(©
Structure Magazine) |
Suzanne Lowe |
Differentiation
is one of the most powerful inititatives a firm
can pursue to achieve marketplace mastery. |
| Consulting
to Management, September 2005 (C2M
site) |
Review
of Marketplace Masters (PDF) |
Patrick McKenna |
Patrick McKenna,
co-author with David Maister of First Among
Equals, reviews Marketplace Masters. |
| Kennedy
Information's Consultants News, July 2005 |
How
To Adjust To Marketplace Shifts Successfully
(paid subscription required) |
Suzanne Lowe |
Consultants
need to be aware of shifts in the marketplace
so they can respond with changes that keep their
business flowing. |
| emerson
consulting's Thought Blog, June 2005 |
Interview
with Suzanne Lowe |
|
Suzanne Lowe
on thoughtleading, including how this concept
is "misunderstood." |
| CMO Magazine,
June 2005 |
Perception
is Reality |
Suzanne Lowe |
Use perception
research to get—and keep—profitable
clients. |
| RainToday,
May 2005 |
Differentiation:
The Cornerstone of Marketplace Mastery |
Suzanne Lowe |
As buyers of
professional services become more discerning,
it's the firms that do differentiation right that
will succeed.
|
| CEO Refresher,
March 2005 |
Beauty
is Only Skin-Deep – Does Your Firm Truly
Embrace Differentiation? |
Suzanne Lowe |
Image-oriented
differentiation strategies are not enough to deliver
an effective marketplace advantage. |
| Destination
CRM, January 2005 |
Changing
''My'' Clients to ''Our'' Clients |
Airelle Emmett |
CRM can help
law firms to manage client relationships. |
| Environmental
Business Journal, Vol. XVII, 11/12, 2004 |
Interview
with Suzanne Lowe |
|
|
| Internet
Marketing Report, December 2004 |
Beyond
clicks and visits: 3 ways
to measure your site’s impact |
|
Firms must
show a tangible ROI of their Web site's performance. |
| Legal Marketing
Association, November 2004 |
Tomorrow’s
Law Firm Competitors
|
Suzanne Lowe |
Law firms have
to morph their approaches to attracting and retaining
targeted clients. |
Law Practice
Today
November 2004 |
One
Size Does Not Fit All: Cultural DNA Indicators
For Marketing Success |
Suzanne Lowe |
Suzanne Lowe
shares the results of Expertise Marketing’s
comprehensive five year study of client attraction
and retention methods; now it has been proven
that “cultural DNA” is a predictor
of a firm’s effectiveness at attracting
and retaining clients. |
Law Practice
Today
November 2004 |
Competiting
in the Professional Services Arena |
Suzanne Lowe |
The three building
blocks of professional service firm marketing
will help you master your marketplace. |
Strategies:
The Journal of Legal Marketing
Dec.04, Vol 6, Number 11-12 |
Creating the
Ideal Marketing Department |
Suzanne Lowe |
As clients
adjust to their shape-shifting landscape, so too
will law firms have to morph their approaches
to attracting and retaining those targeted clients. |
Boston
Women's Business Journal
November 2004 |
Benchmark your
Firm's Differentiation Strategy |
Suzanne Lowe |
Differentiation
helps firms break out of the pack and respond
to clients in new and innovative ways. |
The Working
Manager
October 2004 |
Review: Marketplace
Masters |
David West |
"What
Suzanne C. Lowe sets out to perform is a tough
act. In fact, she does it rather well and this
book should be studied by every partner in a professional
firm – at least those who are interested
in competing." |
CMO Magazine
September 2004 |
Five
Pillars of Wisdom |
Suzanne Lowe |
In professional
services firms, branding can be a strategic asset—but
only if important questions are answered first. |
Management
Consulting News
September 2004 |
Interview
with Suzanne Lowe |
Michael McLaughlin |
MCNews taps
Lowe's twenty years of experience in services
marketing by asking her what it takes for consultants
to become Marketplace Masters. |
| Environmental
Design & Construction September 2004 |
Marketplace
Misery, or Marketplace Master? |
Suzanne Lowe |
Environmental
design and construction firms need to allot the
time and resources to understand the entire marketplace
context in which they compete. |
Marketer
September 2004 |
Beauty
is Only Skin Deep: Does Your Firm Truly Embrace
Differentiation? (PDF) |
Suzanne Lowe |
Image-oriented
differentiation strategies are not enough to deliver
an effective marketplace advantage. |
| CAMagazine |
Ask an Expert
column: “Dare to Be Different” |
Suzanne Lowe |
Interview with
Suzanne Lowe about how Canadian accounting firms
can differentiate themselves from competition.
|
| PSMJ Resources
Inc. July 2004 |
Review: Marketplace
Masters: How Professional Service Firms Compete
to Win |
|
“Marketplace
Masters proves that that there is a wealth of
business knowledge and practices that exist outside
of the design and construction realm, waiting
to be tapped by our industry.” |
| Of Counsel,
Aspen Publishers’ management report for
law firms July 2004
|
Review: Smart
New Book Opens Door to Pro-Services Marketing |
Steven T. Taylor
|
“Perhaps
no other current book offers such a wide survey
of competitive marketing strategies across the
professional services sector than does Lowe’s
new Marketplace Masters: How Professional Service
Firms Compete to Win.” |
Professional
Marketing, The North American Journal for Marketing
Professional Services
July 2004 |
Expertise Marketer Suzanne Lowe
to PM Forum: How to Differentiate for Success
|
Charles Paikert
|
A review
of Suzanne Lowe’s June 2004 presentation
on the most effective foundations of differentiation
to the New York Chapter of PM Forum North America
(an interdisciplinary, regionally focused and
global association of chief marketing officers).
|
| CPA Consultant,
the newsletter of the AICPA Consulting Services
section June/July 2004 |
Mastering the
Professional Service Firm Marketplace |
Suzanne Lowe |
Today’s
professional service firms’ marketing efforts
have become inverted. Rather than being proactive
marketers, most compete by “trying not to
fail” rather than by trying to win. One
of the root causes of marketplace misfortunes
is that professional service firms, by and large,
have difficulty understanding (and adapting to)
the changing roles of their clients. |
The Practicing
CPA, the newsletter of the AICPA Alliance for
CPA Firms
June 2004 |
Indicators
of Marketing Success: Cultural DNA |
Suzanne Lowe |
After studying
more than 500 firms over a five-year period, Expertise
Marketing LLC concludes that accounting firm leaders
must identify their firms’ preferred processes
when deciding on methods to attract and retain
clients. A firm’s hard-wired cultural DNA—its
internal personality—runs much deeper than
its exterior profile. One size does not fit all.
|
Mass High
Tech
June 2004 |
Incentive
to innovate |
Suzanne Lowe |
Tech firms,
especially those in the IT services arena, need
to offer formal incentives and rewards to motivate
their personnel to innovate the firm’s service
mix. |
Interface
Software website
June 2004
|
Mining Client
Data |
Suzanne Lowe |
Excerpt from
Marketplace Masters on how Numerica Group
built a competitive plan around data mining. |
Marakon
Associates website
June 2004 |
The
"Challenge with Empathy" Culture |
Suzanne Lowe |
Excerpt from
Marketplace Masters on how Marakon Associates
aligns marketing strategies with culture. |
Egon
Zehnder website
June 2004 |
Aligning
Marketing Strategies with Culture |
Suzanne Lowe |
A case study
of how Egon Zehnder integrates its marketing strategy
with its collaboration culture. |
Management
Consulting News
June 2004 |
Beauty
is Only Skin Deep: Does Your Firm Truly Embrace
Differentiation? |
Suzanne Lowe |
Image-oriented
differentiation strategies are not enough to deliver
an effective marketplace advantage. |
| Tax Practice
Management. May-June 2004 |
Beauty is only
Skin Deep” – Does Your Firm Truly
Embrace Differentiation? |
Suzanne Lowe |
Suzanne Lowe
suggests that effective market differentiation
strategies are grounded in a firm’s professionally
driven and culturally supported processes, protocols
and methods that cannot be based solely on image. |
Builder's
Exchange
May 2004 |
Beauty's
Only Skin-Deep |
Suzanne Lowe |
In the construction
industry, image-oriented differentiation strategies
are not enough to deliver an effective marketplace
advantage. |
| Tax Practice
Management. May-June 2004 |
One Size Does
Not Fit All: ‘Cultural DNA’ Indicators
for Marketing Success |
Suzanne Lowe |
Suzanne Lowe
shares the results of Expertise Marketing’s
comprehensive five year study of client attraction
and retention methods; now it has been proven
that “cultural DNA” is a predictor
of a firm’s effectiveness at attracting
and retaining clients.
|
BusinessWeek
Online
May 2004 |
Professional-Services:
Innovate from the Inside
|
Suzanne Lowe |
Explains why
firms need to embrace change. |
|
back to top
|
| ACEC / MA Insights
December 2002 |
Client Research:
Looking Out and Digging Deeper |
Suzanne
Lowe |
Explains why client
research is increasingly a necessity for competitive
success. Describes how professional service
firms can do client research well; the
ins and outs of perception research; and getting
at the most critical information. |
| Constructor
January 2002 |
Get Out of the
Comfort Zone! |
Suzanne
Lowe |
Provides an overview
of the findings of Expertise Marketing’s 2001
study. Calls on construction firms to move out
of their own comfort zone, with a special focus
on daring to trying new, challenging strategies
to forge unshakeable client loyalty and whip
the competition. |
| Accounting
Today
August 6-19, 2001 |
Get Close to Your
Clients and Lock Out Your Competitors |
Suzanne Lowe |
Provides an overview
of the findings of Expertise Marketing’s 2001
study, with a special focus on client relationship
management, formal market research budgets and
data mining. Calls on firms to move out of their
own comfort zone – into the clients’. |
| National
(the magazine of the Canadian Bar Association)
June-July 2001 |
The Differentiation
Equation |
Suzanne Lowe |
Describes the six
pillars of differentiation, and offers guidance
on some of the platforms upon which successful
firms have achieved differentiated stances.
|
| PSMJ
Best Practices
June 2001 |
Branching Out to
Clients: How to get that stick out of the mud!
|
Suzanne Lowe |
Part two of article
based on findings from Expertise Marketing’s
2001 study, advising professional service leaders
to use bold, creative marketing approaches to
beat the competition i.e., look out, dig deeper,
get cultured and break old habits. |
| CPA Consultant
April / May 2001 |
Getting Closer
to Client’s Needs |
Suzanne Lowe |
Front page article
highlighting the four steps Accounting firms
take to get closer to clients; findings from
Expertise Marketing’s 2001 study. |
