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Executive Service Roundtable - March 2024

Generating Demand for Your Advanced Services     

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

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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

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

Join our next Executive Service Roundtable on "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. 
 

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

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

You missed both of these Kick-Off meetings on:

February 5, 2024
- 09:30-10:30 CET
- 16:30-17:30 SGT

February 5, 2024
- 16:00-17:00 CET
- 10:00-11:00 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

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

View the recording, slides and meeting notes

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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
 

Ask-Us-Anything meeting

March 13

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

  • To be decided after the first meeting of this Roundtable

Submit your (additional) questions in an email or in the form when reserving your seat.

The objective of your questions can be:

  • Getting answers to our questions.
  • Getting feedback on our ideas or plans.
  • Brainstorming best practices.

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:

February 12, 2024
- 09:30-10:30 CET
- 16:30-17:30 SGT

February 12, 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

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

View the recording, slides and meeting notes

202304-how-to-successfully-execute-service-strategy-locked-video-560x315
pending-meeting-slides-locked

 

notes-blocked-560x315  

Become an All Access Roundtable member

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 will be making a Deep-Dive on one or two sub-topics chosen by the participants beforehand.

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

We will cover:

  • To be decided after the first meetings of this Roundtable.

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:

February 19
- 09:30-10:30 CET
- 16:30-17:30 SGT

February 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

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

View the recording, slides and meeting notes

202304-how-to-successfully-execute-service-strategy-locked-video-560x315
pending-meeting-slides-locked

 

notes-blocked-560x315  

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

 

Ask-Us-Anything meeting

March 27

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

  • TBD

Submit your (additional) questions by writing an email to us.

The objective of your questions can be:

  • Getting answers to our questions.
  • Getting feedback on our ideas or plans.
  • Brainstorming best practices.

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:

February 26, 2024
- 09:30-10:30 CET
- 16:30-17:30 SGT

February 26, 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

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

View the recording, slides and meeting notes

pending-meeting-video-locked

 

pending-meeting-slides-locked

 

notes-blocked-560x315  

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

 

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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