Professional service marketers too often fall into a trap if they pursue the wrong types of ROI measurement. One ROI trap is measuring the wrong things like non-client “events” such as click-throughs on an email campaign, web site hits, or media mentions. These activities are nice to know but not necessarily indicative of future sales.
Another ROI trap is measuring the wrong timing such as a near-term increase in revenues soon after a marketing campaign or event. Professional service clients are not quick buyers. Their sales cycle is too long to try to measure one-off responses like that.
The most effective ROI measurements always focus on the client. The simple act of asking questions about a prospect’s or client’s consideration of your firm inevitably leads to that person’s perception of greater value. This is especially true if your firm tweaks its marketing outreach based on the feedback it receives. Qualitative interviews – just asking about a person’s value perception -- is the most powerful type of client engagement I’ve ever seen.
Qualitative interview questions should include questions like, “What about our recent thought leadership materials did you find to be valuable? What would make them more valuable?” From that point on, a client’s consideration will increase, because s/he is engaged with your firm.
Engage the client like this at regular intervals, and the revenues will follow.
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