Generating Demand for Your Advanced Services     

Introduction

In today's competitive service industry, the challenge extends beyond offering advanced services; it's about effectively generating demand and monetizing these offerings. Many service providers struggle to make their clients aware of the problems their services solve, let alone persuade them to pay for these solutions. This roundtable aims to transform this challenge into an opportunity by focusing on strategic service marketing that aligns with the customer's buying journey, thereby enhancing client engagement and boosting revenue potential.  

Strategies for Effective Demand Generation: Creating Value Beyond Services 
Are you finding it difficult to make your clients see the value in your advanced services? Are your traditional marketing efforts falling short in generating demand? Do you seek innovative strategies to guide your clients through their buying journey and develop their engagement effectively? 

If these questions resonate with you, then this roundtable is an essential platform for you. In the Executive Service Roundtable of March 2024, we will explore in-depth strategies for successful demand generation. We'll discuss how to craft marketing initiatives that not only inform and educate potential clients but also capture their interest and lead them seamlessly to your sales funnel. 

By the end of this roundtable, you'll have a clear roadmap for aligning your marketing strategies with your clients' buying journey. You'll be equipped with practical insights for personalizing your marketing content, identifying potential customers ready for sales interactions, and ultimately driving demand for your advanced services. 

Join us at the Executive Service Roundtable in March 2024, where we will unpack the 3 key questions:

• Understanding the Customer's Buying Journey   
• Crafting Effective Service Marketing Content 
• From Marketing to Sales: Closing the Loop 

Kick-Off meeting

March 4

Key topics:

Understanding the Customer's Buying Journey 

• Becoming Problem-Aware 
  Strategies for using short articles, infographics, and self-assessment tools to capture the attention of potential clients and make them aware of their unaddressed needs. 
• Becoming Solution-Aware 
  Techniques for engaging clients who have recognized their problems with in-depth content like webinars, ebooks, and solution guides. 
• Becoming Provider-Aware 
  Best practices for demonstrating your service's value through demos, case studies, and testimonials to clients ready to choose a provider. 

Crafting Effective Service Marketing Content 

• Content Personalization: 
  Exploring methods for tailoring marketing content to individual client needs and buying journey stages. 
• Engagement through Education: 
  Discussing the role of informative content in building trust and engagement with potential clients. 
• Tracking and Analysing Customer Interactions: 
  Learning how to capture and utilize customer interaction data to refine marketing strategies. 

From Marketing to Sales: Closing the Loop 

• Qualifying Potential Customers for Sales Follow-Up: 
  Identifying signals that indicate a client is ready for sales interaction and how to transition them from marketing to sales effectively. 
• Building a Dedicated Service Marketing Team: 
  Discussing the importance of a focused team for service marketing and exploring various structural models. 
• Organising the Service Sale Capability 
  Aligning service sales with equipment sales and effectively organizing 'hunting' and 'farming' for sustained growth. 

 

Our presentations at the beginning of every Kick-Off meeting are accessible to everyone.

The peer discussions after these presentations are for (free) members only.

• Become a (free) member now to join the full Kick-Off meetings.
• Or try one full session first - reserve your seat above).

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View the recording, slides and meeting notes

Only (free) members have access to recordings of Kick-Off meetings:

• With a Free Roundtable membership, you will have access to the recording of the Kick-Off meetings you attended.
• With a Flex Access Roundtable membership, you will have access to the recordings, slides and meeting notes of all kick-off meetings, as well as those you were not able to attend.

Ask-Us-Anything meeting

March 13

During this meeting, we discussed some of the questions that have been submitted by participants beforehand:

• How to define and build the brand identity for service.
• How to differentiate from the main brand and still be consistent.
• How to nurture lead.

Only All Access Roundtable Members can join the extended Roundtable meetings, like the Ask-Us-Anything and Deep-Dive meetings. 

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View the recording, slides and meeting notes

Only All Access Roundtable Members have access to recordings, slide decks and meeting notes of Ask-Us-Anything meetings.

Deep-Dive meeting

March 19

During this meeting, we made a Deep-Dive on one or two sub-topics chosen by the participants beforehand.

For the first 30 minutes, we presented best practices and insights, after which we continued with a 30-minute peer discussion.

We covered:

• Crafting Effective Service Marketing Content and Assets 
• How to navigate corporate approval of new marketing messages and collateral. 

Only All Access Roundtable Members can join the extended Roundtable meetings, like the Ask-Us-Anything and Deep-Dive meetings. 

I am already (free) member - this website does not recognise me

View the recording, slides and meeting notes

Only All Access Roundtable Members have access to recordings, slide decks and meeting notes of Ask-Us-Anything meetings.

Ask-Us-Anything meeting

March 27

During this meeting, we discussed some of the questions that have been submitted by participants beforehand, like:

• Examples of marketing collateral beyond brochures 

Only All Access Roundtable Members can join the extended Roundtable meetings, like the Ask-Us-Anything and Deep-Dive meetings. 

I am already (free) member - this website does not recognise me

View the recording, slides and meeting notes

Only All Access Roundtable Members have access to recordings, slide decks and meeting notes of Ask-Us-Anything meetings.

Overview of meetings in each monthly Roundtable

Every month, we start a new Roundtable with another theme.

For each monthly Roundtable, we will host 4 online meetings of 1 hour each:

1. A Kick-Off meeting on the first Monday of the Month.
   We present best practices and practical frameworks, after which we have a peer discussion.
2. A first Ask-Us-Anything meeting on the second Monday of the month.
   We will discuss a few of the questions that were submitted by participants beforehand.
3. A Deep-Dive meeting on the third Monday of the month.
   We present a deep-dive on the 1-2 topics participants chose, after which we have a peer discussion.
4. A second Ask-Us-Anything meeting on the fourth Monday of the month.
   To close the topic, we will discuss a few of the questions that were submitted by participants beforehand.

We run each meeting in two sessions to allow participants from most time zones to participate.

The Kick-Off meetings are for all (free) members.

The other three meetings are only for All Access members.

Check out the differences between the different Roundtable memberships here.

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