The topic is “How to Brand and Market a B2B Consulting Firm.” Below, we outline the details of the challenge:
The ideal client/customer for the consulting firm looks like:
- Revenues: $1 million to $25 million
- Employees: 150 or fewer
- Verticals: High-tech and health care
- Location: North America
The challenges facing these client/customers: consumers and other businesses have so many choices, that high-tech businesses (as well as their other target audience made up of clinics and hospitals) are experiencing stagnant growth, or even losing market share. Many of these clients don’t know how to differentiate themselves from their competition.
The consulting firm’s challenge: as a small marketing firm, they are losing contracts to lower pricing and to bigger firms. The consultancy after three years has stopped growing and most of its clients buy one project and don’t return for more assistance for several years, if at all. How do they position and brand themselves in order to return to greater marketplace success?
Here are the perspectives of the BrandingWire posse of pundits: