Articles on Marketing & Managing Professional Services

Expertise Marketing president Suzanne Lowe has published hundreds of articles, several books, and numerous case studies about the challenges and trends in marketing professional services and growing a professional services enterprise. Listed below is a compilation of her extensive thought-leading publications.

Publication & Date

Article Title

Author

Description

Center for Excellence in Service & Expertise Marketing
September 2014
Jones Lang LaSalle Rebrands as JLL

(PDF)
Janet Wagner and Suzanne Lowe This case study on a global company’s rebranding is used in the classes for the Professional Services Leadership Initiative.
Essentials of Services Marketing
Fall 2012
Bouleau & Huntley: Cross-Selling Professional Services (PDF) Jochen Wirtz and Suzanne Lowe For this services marketing textbook, Suzanne Lowe co-authored a case-study on professional services cross-selling.
Consult MagazineFall 2011 Consulting peers over a demographic cliff (PDF) Carl Friesen, CMC, MBA Suzanne Lowe is quoted in the article.
Growth Strategies Winter 2011-2012 Marketing and Sales Skills Growth for Accountants: Where Are We Going? (PDF) Suzanne Lowe Growth Strategies spoke with Lowe about the current state of marketing and sales skills growth and her vision for a center
that would promote these skills in a cross-sector learning
environment.
Marketing Management
Fall 2011
Building C-Suite Skills (PDF) Diane Schmalensee, Suzanne Lowe Marketers must develop cross-functional skills to enter the C-suite
AICPA
2010
Bull's Eye! The Ultimate How-To Marketing & Sales Guide for CPAs Tracy Crevar Warren, Editor  
AICPA Insider June 2010 Is Your Firm Wasting Valuable Profits on Marketing? (PDF) Tracy Crevar Warren Suzanne Lowe is quoted in this article on PSF marketing.
Professional Services Journal April 2010 How to Deal with Losing a Client (PDF) Meryl K. Evans Suzanne Lowe is quoted in this article.
Professional Marketing
March 2010
The Integration Imperative (PDF) Carl Friesen Book Review
RainToday
March 2010
Legacy Business Practices Hurt Service Firms Suzanne Lowe Demonstrating marketing leadership is
important, but it is not the same as management.
Moore Stephens' The Networker Winter 2010 Transforming Your Accounting Firm into a Real Business (PDF) Suzanne Lowe The leaders of today’s accounting firms are increasingly becoming aware that they must transform their firms into real businesses.
The Lawyer’s Competitive Edge: The Journal of Law Office Economics and ManagementDecember 2009 Transforming Your Law Firm Into a Competitively Effective Marketing and Business Development Engine (PDF) Suzanne Lowe The leaders of today’s law firms are increasingly becoming aware that they must transform their firms into real businesses.
Collapse of Distinction
2009
Collapse of Distinction (PDF) Scott McCain The Expertise Marketplace blog is cited.
ENR
November 2009
Don't Panic - Get Strategic, Marketing Experts Say (PDF) Janice L. Tuchman Advice for the tough economic times from a marketing experts' think tank.
Management Issues November 2009 The new face of professional services (PDF) Suzanne Lowe & Dave Kipp Marketing and business development functions are undergoing significant changes in professional service firms (PSFs) and business-to-business (B2B) firms.
AAM's MARKETRENDS Nov/Dec 2009 Leadership Isn't Enough to get Marketers a Seat at the Table (PDF) Suzanne Lowe Demonstrating marketing leadership is
important, but it is not the same as management.
Executive Recruiter News November 2009 Does Marketing and Selling Differently Help... or Hurt? (PDF) Suzanne Lowe Doing things differently in PSFs is alive and well, despite the challenges.
Boston Herald, Boston Women's Business November 2009 Integration of marketing, development is the key to doing things differently (PDF) Suzanne Lowe For many PSFs, erasing marketing and business development silos can be a tough nut to crack.
RainToday October 2009 Consulting Firms Must Become Real Businesses to Survive Suzanne Lowe The leaders of today’s consulting firms are increasingly becoming aware that they must transform their firms into real businesses.
MarketingProfs October 2009 The Real Holy Grail of Professional Service Firm Marketing and Business Development Effectiveness (PDF) Suzanne Lowe When it comes to growing revenues and market share, PSF and B2B service firms keep looking for the business version of the Holy Grail in all the wrong places.
Marketing the Law Firm October 2009 Law Firm Leadership: Leadership Isn't Management (PDF) Suzanne Lowe and Mark Beese A new kind of approach is required for effective management and leadership.
CEO Refresher September 2009 The Real Holy Grail of Professional Service Firm Marketing and Business Development Effectiveness (PDF) Suzanne Lowe When it comes to growing revenues and market share, PSF and B2B service firms keep looking for the business version of the Holy Grail in all the wrong places.
Top-Consultant September 2009 Transforming Consulting Firms into Real Businesses (PDF) Suzanne Lowe The leaders of today’s consulting firms are increasingly becoming aware that they must transform their firms into real businesses.

CMO Council's Marketing Magnified
August 2009

The Real Holy Grail of Professional Service Firm Marketing and Business Development Effectiveness (PDF) Suzanne Lowe When it comes to growing revenues and market share, PSF and B2B service firms keep looking for the business version of the Holy Grail in all the wrong places.
Management Consulting News August 2009 Transforming Consulting Firms into Real Businesses Suzanne Lowe The leaders of today’s consulting firms are increasingly becoming aware that they must transform their firms into real businesses.
MyCustomer.comAugust 2009 The paradox of erasing marketing silos (PDF) Suzanne Lowe For many PSFs, erasing marketing and business development silos can be a tough nut to crack.
Aquila Global Advisors
August 2009
Transforming Your Accounting Firm into a Real Business Suzanne Lowe The leaders of today’s accounting firms are increasingly becoming aware that they must transform their firms into real businesses.
ICCA's The Independent July/August 2009 Redefining Professional Service Firm Marketing and Business
Development
(PDF)
Suzanne Lowe A discussion of the terms
marketing and business development in light of professional services.
IOMA's Principal's Report
August 2009
Build Your Business by Finding the Right Match (PDF) IOMA Insights from Suzanne Lowe's panel discussion at the ACEC national conference.
PSF Journal
March 2009
Measure Up (PDF) Tami Dower  
The Expert's Edge
2008
The Expert's Edge (PDF) Ken Lizotte  
The Marketer, October 2008 Strategy: Build Competitive Edge with an Alumni Program (PDF) Carl Friesen Alumni programs are a big part of the culture for many firms. They
give former employees a feeling of belonging to an exclusive community of like minded individuals
with shared experiences.
PSMJ Rain Maker August 2008 PSF Marketing/Business Development Integration - Does it Benefit Clients (PDF) PSMJ Suzanne Lowe's research on whether erasing Marketing and Business Development silos makes (or could make) a positive difference for a firm's clients.
Marketing Metrics De-Mystified...
2007
Marketing Metrics De-Mystified: Methods for Measuring ROI and Evaluating Your Marketing Effort (PDF) Sally Handley  
Marketing Profs June 2007 Marketer on a Mission to Demonstrate Differentiation, Positioning and Branding (PDF) Suzanne Lowe A conversation with BearingPoint's Paul Dunay.
Marketing Profs January 2007 The Problem of Defining Professional Services Marketing Expertise (PDF) 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 (PDF) 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.
Legal Management
Sept - Oct 2006
More Bang for the Buck (PDF) Suzanne Lowe and Larry Bodine  
Journal of Services Marketing
2006
Marketplace Masters: How Professional Service Firms Compete to Win (PDF) Arthur Middlebrooks Book Review
Kennedy Information's Consultants News September 2006 Why You May not be Truly Differentiated (PDF) 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 (PDF) 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

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 Suzanne Lowe and Larry Bodine Measure the effectiveness of marketing to prove the return on investment.
PM Magazine
Summer 2006
The Five Essential Roles of a Marketing Director (PDF) Suzanne Lowe and Larry Bodine  
The Practicing CPA
June 2006
Bringing In More Revenue: The Role of Marketing Metrics (PDF) William Moran Suzanne Lowe is quoted in this article on marketing measurement.
The Marketer June 2006 Branding: Let’s not get fooled (again)! 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 (PDF) 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 © IOMA) Suzanne Lowe and Larry Bodine

Making sure your marketing dollars count.

 

*versions also appeared in IOMA's Contractor's Business Management Report and Design Principal's Report
MarketingProfs June 2006 The CMO's Guide to a Shifting Marketplace (PDF) 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 (PDF) 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
(© 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 2005
How to Achieve Marketing Mastery© IOMA) IOMA This article is based on a speech by Suzanne Lowe
Structure Magazine December 2005 Is Your Firm Irreplaceable?
(© 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 Review of Marketplace Masters 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 (PDF) 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? (PDF) 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 (PDF) Airelle Emmett CRM can help law firms to manage client relationships.
Environmental Business JournalVol. 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 (PDF) 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
Competing in the Professional Services Arena (PDF) 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.
The Journal of Legal Marketing
Vol. 6 No. 11-12
Nov-Dec 2004
Tomorrow's Law Firm Competitors Suzanne Lowe  
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 (PDF) 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 (PDF) 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? (PDF) 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
August 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 (PDF) 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 International
- A Case Study
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? (PDF) 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
(PDF)
Suzanne Lowe Explains why firms need to embrace change.


back to top


ACEC / MA Insights
December 2002

Client Research: Looking Out and Digging Deeper (PDF)

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.

Marketing Professional Services 2nd ED
Pg. viii, 153-156, 397-398
2002
Marketing Professional Services (PDF) Kotler, Hayes and Bloom  

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! (PDF)

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.


back to top


American Consulting Engineer
May / June 2001

Get Closer to Your Clients!

Suzanne Lowe

Cover article highlighting findings from Expertise Marketing’s 2001 Study. Companies can be divided into five "types of firm culture" in efforts to become more market-driven. Market research and data mining are effective tools for getting closer to clients.

PSMJ Best Practices
May 2001

Want to Branch Out to Clients? Go out on a Limb! (PDF)

Suzanne Lowe

Article about Expertise Marketing’s 2001 study showing taking greater risks could raise marketing returns. Market research and data mining help firms get closer to clients.

The Practicing CPA
February 2001

Differentiation: A Key To Success For Accounting Firms

Suzanne Lowe

Most accounting firms (84% in Expertise Marketing’s 2000 Study) have a form of differentiation in Marketing program. Many don’t know how to do it effectively. This article discusses ways to mind and mine the differentiation gap.

CPA Administrator’s & Managers Report
December 2000

Differentiation: A Key Business Strategy for Accounting Firms

Suzanne Lowe

Showcases a few ways accounting firms are ahead and behind the differentiation curve (findings from Expertise Marketing’s 2000 study, "Differentiation: How are Professional Service Firms Using it to Compete?"). Outlines essential elements of strategic differentiation, minding and mining the differentiation gap.

Strategies
September 2000

"Differentiating and Positioning: A Critical Link"

Suzanne Lowe

Discusses law firm’s differentiation practices based on results of Expertise Marketing’s 2000 study, "Differentiation: How are Professional Service Firms Using it to Compete?". Describes the importance of understanding the critical links and differences between positioning and differentiating activities.

CA magazine
September 2000

Dare to be Different (PDF)

Suzanne Lowe

A discussion of a few trends accounting firms plan to use next year regarding differentiation. Article features findings from Expertise Marketing’s 2000 study, "Differentiation: How are Professional Services Firms Using it to Compete?"


back to top


Building Design & Construction
June 2000

"Differentiating Design Services"

C.C. Sullivan

Description of how design and design-build firms are using new media tools and joint ventures to differentiate. Article cites findings from Expertise Marketing’s 2000 study, "Differentiation: How Are Professional Services Firms Using it to Compete?"

Massachusetts Lawyers Weekly
May 22, 2000

"Differentiation: Not For the Faint of Heart"

Suzanne Lowe

A discussion of the essential elements of successful differentiation approaches, focusing specifically on law firms and including an example of one law firm’s strategy.

MarkeTrends
May/ June 2000

"Differentiation: A Key to Success for Accounting Firms"

Suzanne Lowe

Article describing the essential elements of successful differentiation approaches, focusing specifically on accounting firms.

Environmental Design and Construction
May/ June 2000

"Differentiation: A Key Business Strategy for ‘Green’ Design and Construction Firms"

Suzanne Lowe

Article describing the essential elements of successful differentiation approaches, focusing specifically on "green" design and construction firms.

The Lawyer’s Competitive Edge: The Journal of Law Office Economics
May 2000

"Standing Apart in a Crowded Market Place"

Suzanne Lowe

Description of how law firms can use differentiation as a powerful link in a chain of market-driven concepts.

e-Com Magazine
April 2000

"Being Better by Being Best" (PDF)

Tom Inglesby

Article suggesting the need for putting extra effort into the development of differentiated e-commerce offerings. Includes Suzanne Lowe’s commentary.

Marketing For Lawyers
April 2000

"Differentiation: A Key Business Strategy for Law Firms"

Suzanne Lowe

Description of how law firms are ahead of and behind the "differentiation curve," followed by a discussion on the essential elements of successful differentiation approaches.

Principal’s Report
April 2000

"Vive la Différence" (PDF)

Stephen A. Kliment

Highlights from the findings of Expertise Marketing’s 2000 study "Differentiation: How Are Professional Service Firms Using it to Compete?" and its companion report "Case Studies in Professional Service Firm Differentiation."


back to top


The Rodenhauser Report
March 31, 2000

"Repackaging Services is No Longer the Best Way to Differentiate Consulting" (PDF)

Tom Roden-hauser

Commentary on the findings from Expertise Marketing’s 2000 study "Differentiation: How Are Professional Service Firms Using it to Compete?" focusing on consulting firms’ use of differentiation approaches, past and future.

AccountingWeb
March 30, 2000

"The Keys to Differentiation"

Tina Kersen

Includes highlights from an online workshop discussion about the use of differentiation in accounting firms.

CPA Consultant
Jan/ April 2000

"Differentiation: The Key to Sustaining a Competitive Advantage" (PDF)

Bill Moran

Commentary on the findings from Expertise Marketing’s 2000 study "Differentiation: How Are Professional Service Firms Using it to Compete?," focusing on accounting and consulting firms.

Harvard Business Review
September 1999

 

"Leaving the Gold in the Data Mine" (PDF)

Regina Maruca & Andrea Ovans

Commentary on the findings from Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries," focusing on the strategic use of client databases.

Principal’s Report
August 1999

"Does Marketing Really Pay? Here’s How to Measure the Return on Your Investment." (PDF)

Stephen A. Kliment

Description of Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries," with an added focus on guidelines for developing measurable marketing efforts.

Marketing for Lawyers
August 1999

"Turning Marketing Technology from an Expense to an Asset"

Peter Graham

Assesses the opportunity for law firms to use web sites and contact databases as "assets" for achieving growth rather than "expenses" with questionable return on investment.

The Rodenhauser Report’s Inside Consulting
April 14, 1999

"Professional Services Ponder Web Marketing" (PDF)

Tom Rodenhauser

Commentary on the findings from Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries" related to the use of web pages.


back to top


Boston Globe
April 7, 1999

"More Service Businesses Make Use of Technology" (PDF)

Brian O’Neill

Briefly describes the premise of and provides findings from Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries."

CPA Consultant
March/April 1999

Web Sites and Contact Databases: Are They Effective? (PDF)

Bill Moran

Describes the popularity of web pages and the underutilization of contacts databases for mining purposes, and other findings from Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries."

MarkeTrends
April 1999

"Technology: A Marketing Strategy ‘Driver’"

Brian Lowe

Discusses the strategic and tactical issues that professional service firms face in incorporating technology into their marketing programs. Shares actual findings from Expertise Marketing’s 1999 study.

MarkeTrends
February 1999

"Technology: The Promise or the Curse of Professional Service Marketing?"

Suzanne Lowe and Brian Lowe

Discusses the strategic and tactical issues that professional service firms face in incorporating technology into their marketing programs. Provides a preview about the themes in Expertise Marketing’s 1999 study "Technology and Marketing: A Comparison of Professional Service Firms and Industries."

Marketer
August 1998

"Measuring the Payoff of Promotions"

Suzanne Lowe

Commentary on the findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles," with analysis provided by Suzanne Lowe.

ITSMA Update
August 1998

"Marketing Communications: How Effective?" (PDF)

Julie Schwartz

Comparison of information technology and overall findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis provided by Suzanne Lowe.


back to top


Sales & Marketing Management
June 1998

"Are Promotions Effective?"

Chad Kaydo

Findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles."

CPA Management Consultant
May 1998

"Measuring the Effectiveness of Promotions"

Bill Moran

Comparison of accounting firm and management consulting findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis provided by Suzanne Lowe.

Marketing for Lawyers
April 1998

"Tracking Lacking? Get Cracking"

Sam Adler

Comparison of law firm and overall findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis provided by Suzanne Lowe.

Boston Herald
March 9, 1998

"Promoting Your Firm Effectively"

Robin Lawson

Small business focus on the overall findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis on web sites, speeches and direct mail provided by Suzanne Lowe.

CPA Marketing Report
March 1998

"Free Consultations: Enticement or Entitlement?"

Laura Bardey

Suzanne Lowe commentary on the use of "free services" as a method of business development.

Boston Herald
February 2, 1998

"Promoting Yourself"

Dana Bisbee’s "Career" column

Importance of measuring promotional effectiveness and its impact on the careers of marketing professionals. Suzanne Lowe commentary.

Business Marketing
February 1998

"Measuring Promotional Vehicles' Return On Investment"

Charmain Kosek

Charts and graphs from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles."


back to top


Consultants News
February 1998

"Marketing Moolah Misses Mark"

Steven Collins

Commentary on the findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis provided by Suzanne Lowe.

CPA Marketing Report
February 1998

"How Successful Are Your Promotional Methods?"

Laura Bardey

Accounting firm findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles." Additional analysis provided by Suzanne Lowe.

The Zweig Letter
February 1998

"Measuring Effectiveness"

 

Architectural, engineering and environmental consulting firm findings from Expertise Marketing’s second annual professional services marketing study "Measuring the Effectiveness of Your Promotional Vehicles."

Boston Globe
June 11, 1997

"Not Tilting At Windmills"

Josh Hyatt

Suzanne Lowe commentary on the competitively advantageous position of a new service firm in Boston.

Marketing News
May 12, 1997

"Study: Pro Services Providers Unsure of Strategic Marketing"

Ian P. Murphy

Commentary on the findings from Expertise Marketing’s first annual professional services marketing study "The Marketing Balancing Act: Promotion or Planning?"

Business Marketing
April 1997

"Data Lacking In Service Industry"

Charmain Kosek

Commentary on the findings from Expertise Marketing’s first annual professional services marketing study "The Marketing Balancing Act: Promotion or Planning?" Additional analysis provided by Suzanne Lowe.

Consultants News
April 1997

"Marketing Survey Finds Lack of Strategic Vision"

Tom Rodenhauser

Summary of the management consulting firm findings from Expertise Marketing’s first annual professional services marketing study "The Marketing Balancing Act: Promotion or Planning?" Additional analysis provided by Suzanne Lowe.


back to top


The Marketing Report
April 16, 1997

"Avoiding The Commodity Trap"

David Clemens

Pricing and competition findings from Expertise Marketing’s first annual professional services marketing study "The Marketing Balancing Act: Promotion or Planning?"

Harvard Management Update
March 1997

"How To Pick The Best New-Product Ideas"

Jim Biolos

Commentary provided by Suzanne Lowe on services commoditization and the difference between new service and new product innovations.

PRSA monograph (prepared for the Professional Services section of the Public Relations Society of America)
January 1997

"The Marketing Balancing Act: Promotion or Planning?"

Suzanne Lowe

Summary of the findings from Expertise Marketing’s first annual professional services marketing study "The Marketing Balancing Act: Promotion or Planning?"

Consultants News
June 1996

"How To Bring New Services To Market"

Suzanne Lowe

Article on how management consulting firms can develop new –to-the-world services. Includes challenges, common mistakes, and six steps for success.

back to top