Professional Services

Professional services firms have long relied on referrals to drive business - the power of reputation carried by word-of-mouth connections. But this approach limits your reach - and fails to lever an exponentially growing online market, where people are looking for services just like yours.

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The sales and marketing challenge in professional services

In this sector the balance of power has firmly shifted from you to the client. In a disrupted world customers are independently researching and even resolving their issues using online resources and solutions. Expertise is being commoditized and value is being eroded.

Sector Professional Services Top Image Equinet Media

57%

Most B2B buyers are already 57% of the way through the buying process before the first meeting with a representative (Accenture).

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In this context you need to make sure you are a unique and authoritative voice in your industry, turning up for your customers in the right way at every stage of their buying cycle and offering real value when you do.

57%

Most B2B buyers are already 57% of the way through the buying process before the first meeting with a representative (Accenture).

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Why inbound marketing is the answer

That’s why an inbound approach seeks to reinvent marketers as media publishers. The right content informs, educates, builds trust and your role as an expert resource for those working in your target sector. Inbound marketing answers your customers most pressing questions through blogs, video, print and podcasting; the formats they trust, use and search for everyday as they build their knowledge and industry intelligence.

It’s not enough to trade on your reputation anymore, a brand needs to be a discoverable presence, a valuable resource and a digital destination for customers who need your services most. The way your customers investigate, buy and consume professional services has changed radically in this age of disruption, your marketing strategy may need to change radically in response.

Read a professional services case study

Content marketing

gets 3 times more leads than paid search advertising on average (Content Marketing Institute, 2020)

Equinet-Professional-Services-eBook

Professional Services Sector: The Inside Track on Inbound Marketing

Discover the value of an inbound approach to navigating sales and marketing for professional services.

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