help me wake up professional services to the next big think in B2B marketing

The Wright Culture Co

Marketing strategy for business services (B2B). Special focus on corporate culture as the key competitive advantage for B2B services. Culture is the outcome of a continuous client-employee communication loop described below.

Wright Culture Co's marketing for business and professional services involves three activities that feedback to one another in a continuous loop:

1. Understanding client needs and wants.

Understanding the client objectives. What service does the client want to achieve his goals? A service that does WHAT he wants (eg gives him a legal document) HOW he wants (an easy, no-hassle, pleasant experience). For marketing/brand the focus is on HOW he wants service delivered ie experience management for business services.

2. Clarifying firm's value proposition and motivating staff for client value delivery

Having a strategy to deliver a differentiated service to the client that delivers maximum value and minimum cost. Cost can include cognitive, emotional and physical effort. Creating the culture, mind-set and capabilities to deliver that service and to build the brand from the inside out. This includes giving employees a clear purpose and internal communications to support cross-functional intention, co-operation and innovation to deliver what client wants - not just what the firm can do.

3. Communicating value proposition and proof of value creation to clients and external markets

Measuring service quality, client experience and client satisfaction - in real time and over time. Feeding back technical/functional teams (the WHAT of service) to support and admin teams (the HOW of service) and management/strategy teams (the WHAT NEXT of service). Also communicating out proven value proposition to new targets.

Vicki Boaden is the marketing director of PWC, one of the top 3 accounting firms world wide and a target for Wright Culture Co. In the link below, an article covers her talk at a conference for professional service firms.

She talked about customer experience as central to the PWC brand. This is the first time I have heard a professional firm speak about the HOW so clearly and it brings my strategy to life. Link is here. I hope it helps

http://www.pmforum.co.uk/magazine/v…px?id=3974
see paragraph 1 and 4