How Marketo Revolutionized Professional Services Marketing

Marketing in professional services has always been complex and nuanced. Unlike traditional product-based companies, professional services firms sell expertise, human capital, and tailored solutions that often lack a standardized product line. This creates a unique challenge in marketing and sales efforts. However, Marketo, with its versatile approach, has carved out a niche in this space, transforming the way these companies engage with their clients.

“When I joined Marketo, I aimed to set up a go-to-market strategy for the professional services market,” says Russell Henley, Sales Lead at Adobe. “It was unusual because Marketo wasn’t originally designed for this space, but we quickly realized the potential.”

Understanding the Complexity of Professional Services

Professional services firms – such as consulting, architecture, and engineering companies – often operate under non-standard corporate structures. They have partnerships, affiliation groups, and even regional divisions that function independently yet under the same brand umbrella. Henley points out that these businesses rely heavily on long-term, adaptable relationships with their clients, which is not something that traditional marketing tools can easily accommodate.

Marketo: Adapting to Non-Standard Corporate Structures

Marketo’s flexibility is what makes it ideal for professional services marketing. Unlike other platforms that require a fixed catalog of products to sell, Marketo allows companies to engage with clients even when the services they offer are fluid and undefined. This capability is particularly crucial for professional services, where marketing often involves building trust and demonstrating expertise rather than promoting a fixed product.

Henley explains that Marketo’s structure allows companies to create “dedicated areas for each country, region, or specialization,” effectively mirroring the often fragmented nature of professional services businesses. For example, a global consulting firm can use Marketo to manage localized marketing campaigns for each of its regional offices while still maintaining a cohesive brand strategy. This segmentation ensures that marketing messages resonate with local clients’ needs and expectations.

Creating Value Beyond the Traditional Product Catalogue

One of the standout features of Marketo for professional services firms is its ability to engage clients without relying on a product list. “It’s about communicating the value you bring to the table,” says Henley. Instead of pushing a predefined product, Marketo enables firms to showcase their expertise, the benefits they offer, and the unique solutions they can provide. This approach helps in building a relationship based on trust and the client’s specific needs, making it far more effective for professional services than traditional product marketing.

For instance, a consulting firm using Marketo can nurture potential clients by providing insights, industry reports, and personalized recommendations through targeted email campaigns and content marketing. This ongoing interaction fosters a deeper relationship, positioning the firm as a trusted advisor rather than just another vendor.

Enhancing Engagement Across Complex Customer Journeys

Professional services firms often deal with complex customer journeys involving multiple stakeholders, lengthy decision-making processes, and a high degree of customization. Marketo shines in this context by allowing firms to “nurture relationships over a long period of time,” as Henley notes.

Consider a global engineering firm that provides consulting services to clients across various industries. Marketo enables them to segment their marketing efforts by industry, region, and service type, delivering tailored content and communication that aligns with each client’s unique journey. The platform can track and analyze interactions at every touchpoint – from initial inquiries to in-depth consultations – providing the sales team with valuable insights into each prospect’s engagement level and needs.

This data-driven approach allows professional services firms to proactively address client concerns, offer relevant solutions, and demonstrate their expertise at the right moment in the client journey. By doing so, they not only improve their chances of winning new business but also strengthen existing client relationships.

Driving Success in a Dynamic Market

Marketo’s adaptability has led to its growing influence in the professional services sector. “We found that services companies could fragment the technology to suit their complex structures,” Henley adds. Firms like Deloitte and other large consulting groups have heavily invested in Marketo to enhance their marketing efforts and improve client engagement.

The ability to cater to both global and local needs is a game-changer for firms with a worldwide presence. For instance, a large consulting firm can purchase a single, global Marketo system to leverage economies of scale while allowing regional offices to use the platform in ways that suit their local markets. Marketo’s flexibility in managing different contract structures and marketing strategies gives these firms an edge in delivering consistent, yet locally relevant, customer experiences.

In Summary

Marketo has transformed marketing in the professional services industry by adapting to the sector’s unique characteristics. Its flexibility, segmentation capabilities, and emphasis on relationship-building make it an invaluable tool for firms looking to enhance their marketing strategies and client engagement. By focusing on value creation rather than pushing predefined products, Marketo allows professional services firms to foster deeper, more meaningful client relationships.

Key Takeaway: Marketo’s adaptable marketing automation platform helps professional services firms engage clients more effectively, even within complex, non-standard corporate structures. This approach enhances long-term relationships and drives business growth.