Do you run a professional services firm and feel like your marketing is working hard but not always working smart enough to attract the clients you really want? It’s worth asking whether you are trying to reach everyone, or deliberately going after the prospects who are the best fit for your business.
Referrals and relationships are the foundation that professional services firms build on, and rightly so. They signal trust, and trust is currency in this sector. The problem is that referrals alone rarely give you control over which clients you win, when they arrive, or whether they represent the work you most want to do.
Account-Based Marketing, or ABM, gives you that control.