---
title: Executive Service Roundtable - Generating Demand for Your Advanced Services
description: 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.
image: https://www.moremomentum.eu/hubfs/202312%20RT%20Mission%20and%20vision.png
---

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- [The Challenge](https://www.moremomentum.eu/the-service-transformation-challenge) 
    - [Why Service Transformation](https://www.moremomentum.eu/why-service-transformation)
    - [What Service Transformation Involves](https://www.moremomentum.eu/what-service-transformation-involves)
    - [Why Service Transformation Stalls](https://www.moremomentum.eu/why-service-transformation-stalls)
    - [How Manufacturers Can Move Forward](https://www.moremomentum.eu/how-manufacturers-can-move-forward)
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    - [Academy](https://www.moremomentum.eu/services/service-business-academy)
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    - [Magazine](https://www.moremomentum.eu/services/service-business-review)
- Insights 
    - [Blog](https://www.moremomentum.eu/blog)
    - [Service Transformation](https://www.moremomentum.eu/ultimate-guide-service-transformation)
    - [Service Innovation](https://www.moremomentum.eu/ultimate-guide-service-innovation)
    - [Service Benchmarking](https://www.moremomentum.eu/service-benchmarking)
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- [The Challenge](https://www.moremomentum.eu/the-service-transformation-challenge) 
    - [Why Service Transformation](https://www.moremomentum.eu/why-service-transformation)
    - [What Service Transformation Involves](https://www.moremomentum.eu/what-service-transformation-involves)
    - [Why Service Transformation Stalls](https://www.moremomentum.eu/why-service-transformation-stalls)
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- [Services](https://www.moremomentum.eu/services/overview-membership-services) 
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    - [Benchmark](https://www.moremomentum.eu/services/service-transformation-benchmark)
    - [Knowledge Hub](https://www.moremomentum.eu/services/knowledge-hub)
    - [Academy](https://www.moremomentum.eu/services/service-business-academy)
    - [ServiceTech Compass](https://www.moremomentum.eu/services/servicetech-compass)
    - [Magazine](https://www.moremomentum.eu/services/service-business-review)
- Insights
  
  
  
    - [Blog](https://www.moremomentum.eu/blog)
    - [Service Transformation](https://www.moremomentum.eu/ultimate-guide-service-transformation)
    - [Service Innovation](https://www.moremomentum.eu/ultimate-guide-service-innovation)
    - [Service Benchmarking](https://www.moremomentum.eu/service-benchmarking)
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    - [Contact Us](https://www.moremomentum.eu/contact)

###### Executive Service Roundtable - March 2024

# **Generating Demand for Your Advanced Services     **

##### Unlocking the potential of advanced services through strategic marketing and customer engagement 

 

[Why am I not seeing the live stream? ](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#cookies)

 

 

[Why am I not seeing the live stream? ](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#cookies)

 

### Welcome dear visitor,

**[Go to menu](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#menu)**

Below you can find all the information related to the Roundtable of March 2024: Generating Demand for Your Advanced Services.

Here is how you can benefit, **without being a member**: 

- Join the presentations (not the peer discussions immediately afterwards) at the beginning of the Kick-off meetings each month.
- Join a full Kick-Off meeting (presentation and peer discussion) as a trial before becoming a (free) member.

Become a roundtable member to benefit from:

- Extended meetings, like Ask-Us-Anything and Deep-Dive meetings, each month.
- Recordings, slide decks and meeting notes of the meetings.

[Become a (free) member of the Executive Service Roundtable](https://www.moremomentum.eu/offerings/roundtable-memberships)

[I am already a (free) member - this website does not recognise me](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#cookies)

[![Join our next Executive Service Roundtable on "Enhancing Service Business Models for Manufacturers"](https://no-cache.hubspot.com/cta/default/4208295/8e6c33dd-f798-4992-80d5-36c1c49d1903.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/8e6c33dd-f798-4992-80d5-36c1c49d1903)

- #### Meetings of this Roundtable
  
    - [Introduction](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#intro)
    - [Kick-off meeting](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#kick-off)
    - [1st Ask-Us-Anything meeting](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#ask-us-anything-1)
    - [Deep-Dive meeting](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#deep-dive)
    - [2nd Ask-Us-Anything meeting](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#ask-us-anything-2)
    - - - - - - - - - - - - - - - - - - - - - - - - - -
    - [Other monthly Roundtables](https://www.moremomentum.eu/services/executive-service-roundtable-meetings-list)
    - [The different Roundtable meetings](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#rt-cycle)
    - [Contact us](https://www.moremomentum.eu/contact)

## 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. 

 

**Become a (free) member of the Executive Service Roundtable** 

And join this **Kick-Off** meeting (presentation & peer discussion) on:

**March 4, 2024**  
- 09:00-10:00 CET  
- 16:00-17:00 SGT

[Reserve a seat to try first](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#tmp1_widget_1682849364177)

### Try our roundtable and join the kick-off meeting

(It may take 1 minute to be updated on the website)

**Become a (free) member of the Executive Service Roundtable** 

And join this **Kick-Off** meeting (presentation & peer discussion)  on:

**March 4, 2024**  
- 16:00-17:00 CET  
- 10:00-11:00 ET

[Reserve a seat to try first](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#tmp1_module_1683008058826)

### Try our roundtable and join the kick-off meeting

(It may take 1 minute to be updated on the website)

You missed both of these **Kick-Off** meetings on:

**March 4, 2024**  
- 09:00-10:00 CET  
- 16:00-17:00 SGT

**March 4, 2024**  
- 16:00-17:00 CET  
- 11:00-12:00 ET

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).

[![Become a (Free) Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d74e42e5-46f7-4850-847f-7431d66ea37d.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d74e42e5-46f7-4850-847f-7431d66ea37d)

[I am already a (free) member - this website does not recognise me](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#cookies)

### View the recording, slides and meeting notes

![pending-meeting-video-locked](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/pending-meeting-video-locked.png?width=318&height=179&name=pending-meeting-video-locked.png)

 

![pending-meeting-slides-locked](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/pending-meeting-slides-locked.png?width=318&height=179&name=pending-meeting-slides-locked.png)

 

| ![notes-blocked-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/notes-blocked-560x315.png?width=560&height=315&name=notes-blocked-560x315.png) |   |
| --- | --- |

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.

[![Become a (Free) Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d74e42e5-46f7-4850-847f-7431d66ea37d.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d74e42e5-46f7-4850-847f-7431d66ea37d)

 

## 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.

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Ask-Us-Anything** meeting on:

**March 13, 2024**  
- 09:00-10:00 CET  
- 16:00-17:00 SGT

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Ask-Us-Anything** meeting on:

**March 13, 2024**  
- 16:00-17:00 CET  
- 11:00-10:00 ET

You missed both of these **Ask-Us-Anything** meetings on:

**March 13, 2024**  
- 09:00-10:00 CET  
- 16:00-17:00 SGT

**March 13, 2024**  
- 16:00-17:00 CET  
- 10:00-11:00 ET

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

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

[I am already (free) member - this website does not recognise me](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#cookies)

### View the recording, slides and meeting notes

![202304-how-to-successfully-execute-service-strategy-locked-video-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/roundtables/202304-how-to-successfully-execute-service-strategy-locked-video-560x315.png?width=318&height=179&name=202304-how-to-successfully-execute-service-strategy-locked-video-560x315.png)

![pending-meeting-slides-locked](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/pending-meeting-slides-locked.png?width=318&height=179&name=pending-meeting-slides-locked.png)

 

| ![notes-blocked-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/notes-blocked-560x315.png?width=560&height=315&name=notes-blocked-560x315.png) |   |
| --- | --- |

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

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. 

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Deep-Dive** meeting on:

**March 19, 2024**  
- 09:00-10:00 CET  
- 16:00-17:00 SGT

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Deep-Dive** meeting on:

**March 19, 2024**  
- 16:00-17:00 CET  
- 11:00-12:00 ET

You missed both of these **Deep-Dive** meetings on:

**March 19**  
- 09:00-10:00 CET  
- 16:00-17:00 SGT

**March 19**  
- 16:00-17:00 CET  
- 10:00-11:00 ET

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

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

[I am already (free) member - this website does not recognise me](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#cookies)

### View the recording, slides and meeting notes

![202304-how-to-successfully-execute-service-strategy-locked-video-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/roundtables/202304-how-to-successfully-execute-service-strategy-locked-video-560x315.png?width=318&height=179&name=202304-how-to-successfully-execute-service-strategy-locked-video-560x315.png)

![pending-meeting-slides-locked](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/pending-meeting-slides-locked.png?width=318&height=179&name=pending-meeting-slides-locked.png)

 

| ![notes-blocked-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/notes-blocked-560x315.png?width=560&height=315&name=notes-blocked-560x315.png) |   |
| --- | --- |

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

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

 

## 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 

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Ask-Us-Anything** meeting on:

**March 27, 2024**  
- 09:00-10:00 CET  
- 16:00-17:00 SGT

**Become an All Access Roundtable member of the Executive Service Roundtable **

And join this **Ask-Us-Anything** meeting on:

**March 27, 2024**  
- 16:00-17:00 CET  
- 11:00-10:00 ET

You missed both of these **Ask-Us-Anything** meetings on:

**March 27, 2024**  
- 09:00-10:00 CET  
- 16:00-17:00 SGT

**March 27, 2024**  
- 16:00-17:00 CET  
- 10:00-11:00 ET

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

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

[I am already (free) member - this website does not recognise me](https://www.moremomentum.eu/events/202403-generating-demand-for-your-advanced-services#cookies)

### View the recording, slides and meeting notes

![pending-meeting-video-locked](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/pending-meeting-video-locked.png?width=318&height=179&name=pending-meeting-video-locked.png)

 

![pending-meeting-slides-locked](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/pending-meeting-slides-locked.png?width=318&height=179&name=pending-meeting-slides-locked.png)

 

| ![notes-blocked-560x315](https://www.moremomentum.eu/hs-fs/hubfs/images/icons/notes-blocked-560x315.png?width=560&height=315&name=notes-blocked-560x315.png) |   |
| --- | --- |

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

[![Become an All Access Roundtable member](https://no-cache.hubspot.com/cta/default/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f.png)](https://cta-redirect.hubspot.com/cta/redirect/4208295/d5c724b7-6f29-4484-afac-7277128e0e7f)

 

## 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](https://www.moremomentum.eu/offerings/roundtable-memberships) here.

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If the website currently does not recognise you as a participant in a meeting or as a Roundtable member, the following two quick steps can fix this (click both buttons).

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Services

Services

- Meetings 
    - [Knowledge Sprints](https://www.moremomentum.eu/services/knowledge-sprints)
    - [Functional Circles](https://www.moremomentum.eu/services/functional-excellence-circles)
- [Service Transformation Benchmark](https://www.moremomentum.eu/services/service-transformation-benchmark)
- [Knowledge Hub](https://www.moremomentum.eu/services/knowledge-hub)
- [Service Academy](https://www.moremomentum.eu/services/service-business-academy)
- [ServiceTech Compass](https://www.moremomentum.eu/services/servicetech-compass)
- [Service Business Review (magazine)](https://www.moremomentum.eu/services/service-business-review)
- [Membership](https://www.moremomentum.eu/services/membership)

Resources

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- [Blog of insights](https://www.moremomentum.eu/blog)
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- [Mitigating Covid-19 in Service](https://www.moremomentum.eu/covid-19)
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- [Research: Innovate in Crisis Blog of insights](https://www.moremomentum.eu/blog/covid-19/innovate-your-way-out-of-the-covid-crisis)

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