In less than 15 years, the Internet has fundamentally changed the way we do things: The way we shop, stay current, gather information, build relationships and networks, and do business. B2C marketers have reacted dramatically—reallocating budgets to invest in new ways to get found and connect with their buyers online.

B2B service marketers and, especially, professional service marketers, have been slower to adapt their marketing strategies to this new brand world.

Why? Because they do not believe executive-level buyers use the Internet to find or connect with lawyers, accountants and consultants. This erroneous belief can be put to rest based on a new research study of executive-level decisionmakers.

Research that calls for new interactive strategies
A newly completed survey by professional services branding leader Greenfield/Belser and its sister organization, The Brand Research Company, puts a spotlight on how, where and what executives search for online as they consider professionals and firms to advise them.

The findings are drawn from an online survey of executive-level buyers of accounting, consulting and legal services across the U.S. The study is called Finding and Choosing Professional Service Providers on the Web. The survey findings constitute a clarion call for offline marketing efforts to be integrated with online strategies.

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Our latest webinar, “Finding and Choosing Professionals on the Web,” is now available in segments on YouTube.

Gather the facts behind executive-level usage of the Internet as a tool to find information and inform choices about professional services providers. This seminar presents Greenfield/Belser’s and The Brand Research Company’s recently completed findings drawn from an online survey of executive-level buyers of accounting, consulting and legal services across the U.S. It covers how, where and what they search for online as they consider firms like yours.

Burkey Belser and Sue Stock Allison shared these primary research results and insights about how to adapt your website and digital strategies to align with buyer habits.

Join us this Wednesday at 2 p.m. EST for the next webinar in our three part series, “Designing the Interactive Experience.” Reserve your webinar seat at: https://www2.gotomeeting.com/register/927177267

Join us for our next Webinar:

Finding and Choosing Professionals on the Web
(Professional services buyers speak again)

Wednesday, February 17; 2:00–3:00 PM EST

Gather the facts behind executive-level usage of the Internet as a tool to find information and inform choices about professional services providers. This seminar presents Greenfield/Belser’s and The Brand Research Company’s recently completed findings drawn from an online survey of executive-level buyers of accounting, consulting and legal services across the U.S. It covers how, where and what they search for online as they consider firms like yours.

Join Burkey Belser and Sue Stock Allison on February 17th at 2 PM as they share these primary research results and insights about how to adapt your Web site and digital strategies to align with buyer habits. All delivered in a 60-minute Webinar on your own desktop.

You will learn that executive-level buyers are online in droves and…

• Why search engines are critical and which keywords they target
• How online behavior has changed offline habits in the past five years
• Which Internet sources are considered the most important in their searches
• Why the quality of your Web site is critical
• The path buyers take when they reach your site
• How they are using social media, blogs, video and your e-communications
• And more critical information about your buyers online.

Register Now! Reserve your Webinar seat at: https://www2.gotomeeting.com/register/586345346

I was recently talking with a colleague about how a majority of management event attendees say their law firms are doing client feedback in a systematic way; but when we ask clients if their law firms request feedback on service and performance, the answer is almost always “rarely” or “never.”

Clearly law firm management’s approach to client feedback is not resonating with their clients.

So where’s the disconnect?

Many attorneys and firm leaders believe they are doing client feedback when they meet with clients to thank them at the end of a matter or deal, or conduct social or leadership visits, or conduct market research. Meanwhile clients view those activities more accurately as business development calls, thank you visits or non-specific research.

Lawyers need to look at client feedback from the client’s perspective.

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