Show:
About the industry
About the persona
Handle this objection
100
Name three sub-industries part of the professional services industry.​​​​​
Staffing & Recruiting, Trucking & Transport, Financial Services, IT Services, Legal Services, Marketing Agencies, Construction/Real Estate, Education & Training
100
What is one focus that a CEO of a financial services business might have?

Taking market share from competitors, territory expansions / entering new markets, process optimization

100

We don't need a CRM, we do project-based work?

It's important so that you can get a comprehensive view of your clients, and nurture + upsell them throughout the project.

200
Name & explain one challenge professional services businesses face.

Generating leads, brand awareness, long sales cycles, building strong relationships, communicating their positioning as thought leaders and experts, segmentation, barriers to entry

200

Why is brand awareness so important for marketers to focus on in the professional services industry?

Brand awareness is vital in the professional services industry as it builds trust and credibility, which are essential when services are based on expertise and reputation. It helps differentiate firms in a competitive market, influencing client decision-making by assuring them of the firm's reliability. Moreover, strong brand awareness supports long-term client relationships, facilitates referrals, and aids business growth as it provides a solid foundation for entering new markets or expanding service offerings.

200

"We're using MailChimp"

Handle this objection using specific language from the professional industry

Mailchimp is great for newsletters but how are you tracking prospects on your website and making sure you are nurturing them?

300
Name one meeting you booked in Q4 for a professional services company.
+ bonus 100 if you can say why they needed HubSpot.
300

Why is nurturing prospects/ clients so important in this industry?

Long sales cycles or because it's project-based work

300

Roleplay: 


You’re reaching out to a Marketing Manager at a mid-sized law firm. The company has a small marketing team and they have been using basic tools for email marketing but haven’t implemented a full marketing automation platform yet. They are struggling with brand awareness and are looking to increase their digital presence.

Team Vote: Yes / No

400
Explain why Professional Services is a good fit for HubSpot.

Professional services are a great fit for HubSpot due to the platform's ability to enhance client relationship management, which is crucial for firms that rely heavily on developing and sustaining strong client ties.

400
Explain how marketing & sales work together in professional services.
Nurturing client relationships and maximizing engagement through customized service offerings and proactive client management.
400

Roleplay: 

You’re speaking with a Director of Marketing at a real estate company that specializes in commercial real estate. They currently use active campaign for their marketing automation and lead nurturing but have been struggling with getting in front of the right audience to generate leads.

Team vote: Yes / No