About the Expertise Marketplace Blog
Welcome to the Expertise Marketplace blog, where professional service firm leaders, CMOs, journalists, and academics can find:
This is not another blog on marketing tactics. (There are already plenty of those.)
Rather, we will offer perspectives, observations — and even a few predictions — on the always-shifting professional services marketplace and the management decisions of firms that comprise it: consulting, law, marketing, construction, finance, engineering, architecture, human resources, and more. We will discuss topics that influence a firm’s overall strategies to compete, such as marketing metrics, client loyalty, leadership, organizational structures, market research, differentiation and more.
I spend most of my time talking to, writing about, and working with the leaders of all types of professional service firms. Many of you know that I also work with leading associations and thought leaders to research the marketing perceptions, practices and performance of these firms. The issues that concern them (or that I think should concern them!) will be a driving force behind the posts you’ll read here. My aim is to increase professional service leaders’ acumen about their marketplace and help them be better prepared to make the most strategically appropriate decisions when their marketplace shifts.
suggestions, and email feedback are always welcome.
Suzanne Lowe is a recognized expert in the marketing and management of professional service firms. She is the president of Expertise Marketing and author of Marketplace Masters: How Professional Service Firms Compete to Win.
Lowe developed the only widely disseminated research initiative on strategic marketing perceptions, practices and performance of professional service firms around the globe. The findings have been published in scores of professional and business publications, including the Harvard Business Review, and formed the basis for her book, Marketplace Masters.
She has written or been quoted in nearly 100 articles on the topic of professional services marketing strategy. Her work has appeared in the Harvard Business Review, Business Week.com, CMO Magazine, and Harvard Management Update. She is a contributor to the second edition of the book Marketing Professional Services, by Kotler, Hayes and Bloom. She has also been instrumental in the development, writing and publication of five books and nearly 50 articles and book chapters for her consulting clients.
Lowe speaks regularly around the world to leading trade associations, industry groups and in-house firm audiences. Her work has also been presented internationally, most recently at the American Marketing Association's annual Frontiers in Services conference. She facilitates a Roundtable of Chief Marketing Officers from some of the world's largest and most prestigious professional service firms. She has guest-lectured at the University of Chicago Graduate School of Business and designs and delivers customized executive education programs in marketing for professional service executives.