In my newest video, I discuss digital marketing, which will be one of the modules at the 2014-15 Professional Services Leadership Initiative at the Robert H. Smith School of Business.
Professional service marketers have made significant strides in four areas of marketing technology. First, they have embraced social media channels for thought leadership distribution and brand visibility. Second, they have incorporated marketing automation tools that improve connections between their firms and targeted prospects and clients. Third, they have led their enterprises to optimize internal and external data, and to make data-oriented marketing decisions toward a competitive advantage. Fourth, they have improved their prowess with analytics and ROI metrics.
What’s next on the professional services marketing technology horizon? First, Predictive segmentation, in which marketers will be able to connect the dots between messages, service offerings, and clients -- predicting those leads that will have the highest likelihood to buy. Second, technology-enabled crowdsourcing, which has the potential to profoundly affect service portfolio management and innovation. Third is artificial intelligence, which underpins predictive segmentation and crowdsourcing (and probably more!).
The beneficiary of these marketing technology advances? The professional services client – and beyond that, society.