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In our recent posts weve been sharing our perspective on the best strategies to drive
organic growth (http://www.hingemarketing.com/blog/story/how-to-drive-organic-growth(http://www.hingemarketing.com )
5-proven-strategies-for-professional-services-firms) and merger-and-acquisition-based
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growth (http://www.hingemarketing.com/blog/story/mergers-and-acquisitions-as-partServices
(http://www.hingemarketing.com/programs-services
)
of-your-growth-strategy). InPrograms
this post &
were
going
to turn our attention to your firms go-to-
market strategy.
Hinge University
(http://www.hingemarketing.com/hinge-university
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Blog (http://www.hingemarketing.com/blog
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related, they are different. A business plan is broader in scope and considers every aspect
of a business, while a go-to-market strategy is focused specifically on delivering a product
or service to an end customer.
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You often hear go-to-market strategies associated with manufacturers and companies
703 391 8870(tel:+17033918870
targeting specific markets with a particular product or products. To be
sure, GTM strategies )
are crucial for new product launches, but they can be linked to professional service firms,
as well.
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(/landing-pages/visible-firm-feasibility-review) Just as
About Hinge(http://www.hingemarketing.com/about-hinge
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there is a major difference between computer chips and corn chips, there can be
With that in mind, lets take a closer look at what it takes to develop an effective go-tomarket strategy for a professional services firm.
http://www.hingemarketing.com/blog/story/how-to-develop-a...
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clients. Which segment are you likely to add the most value to? Which segments are most
Programs & Services
(http://www.hingemarketing.com/programs-services
)
likely to be a good fit with your firm? These are your target clients.
Its not a matter of who can use your service. Its quite likely that many prospects could. But
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University
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that doesnt mean you should target
them
all. You
will likely have no advantage, just a very
Research Institute(http://www.hingemarketing.com/research-institute
)
services mix should align with that focus. Young, innovative and exciting.
Low price positioning? Dont try to tout your superior client service.
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SEE ALSO: How to Drive Organic Growth: 5 Proven Strategies for Professional Services
Firms (http://www.hingemarketing.com/blog/story/how-to-drive-organic-growth-5-provenContact(http://www.hingemarketing.com/contact
)
strategies-for-professional-services-firms#sthash.YAAWnVkO.dpuf)
4) Define your service offerings. Most firms start here and search for the right target
703 target
391 8870
(tel:+17033918870
)
audience. Thats a mistake. The services you offer should flow from the
and
http://www.hingemarketing.com/blog/story/how-to-develop-a...
deliver on your brand promise, so too should your marketing approach align with your
target clients preferences. A marketing campaign that speaks their language and
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specifically addresses their pains will be far more effective in reaching and motivating
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them.
Programs & Services
(http://www.hingemarketing.com/programs-services
)
That means you should be discussing the issues that are important to your target clients.
Your guest articles should be in publications they read and your speaking engagements at
events they attend. Your blog posts
should
feature
keywords they are likely to search for.
Hinge
University
(http://www.hingemarketing.com/hinge-university
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But most important, your marketing plan should be built around making your firms
expertise visible to your target audience. This is where we shamelessly plug our Visible
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About Hinge(http://www.hingemarketing.com/about-hinge
)
If you are new to developing a go-to-market strategy all this may seem a bit overwhelming.
So where do you start? Usually
the bestInstitute
answer(http://www.hingemarketing.com/research-institute
is with research, and there are two types of )
Research
research that are most helpful:
Secondary research. This is finding research
information
that has been published.
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(http://www.hingemarketing.com/careers
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Secondary research is most useful for sizing and evaluating markets in which to
compete. Its ideal for creating context and to help frame what you want to do and
where.
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Brand research. This is research, where you (or a firm you retain) collect original
data about your firm and your competitors. This is helpful for the other four steps of
703 391 8870(tel:+17033918870
)
your GTM strategy.
Ready to Go to Market?
The five steps weve outlined here are a great place to start on the road to developing an
efficient, effective go-to-market strategy for professional services. For any plan to be
successful, though, it must be flexible and current.
As your market and industry conditions change, be ready and willing to revise your go-tomarket strategy to keep pace. Nothing should be carved in stone.
Additional Resources
Find out more on becoming a sought-after expert in your industry by downloading a
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marketing tools your firm will need to gain new clients and reach new heights.
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(/landing-pages/visiblefirm-feasibility-review)
LEE FREDERIKSEN, PH.D. Who wears the boots in our office? That would be Lee, our
managing partner, who suits up in a pair of cowboy boots every day and drives strategy
and research for our clients. With a Ph.D. in behavioral psychology, Lee is a former
researcher and tenured professor at Virginia Tech, where he became a national authority
on organizational behavior management and marketing. He left academia to start up and
run three high-growth companies, including an $80 million runaway success story.
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LEE FREDERIKSEN, PH.D.
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(http://www.hingemarketing.com/blog/story/why-clients-are-not-the-referral-sourceto-count-on)
Why Clients Are Not the Referral Source to Count On
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LEE FREDERIKSEN, PH.D.
May 9, 2016
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Seven
Big
Growth Benefits That Demonstrate
of Branding
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SYLVIA MONTGOMERY, CPSM
May 4, 2016
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