Suzanne Lowe is founder of Expertise Marketing, LLC and author of The Integration Imperative: Erasing Marketing and Business Development Silos – Once and For All – in Professional Service Firms and Marketplace Masters: How Professional Services Firms Compete to Win. She blogs at the MarketingProfs Daily Fix and her own blog, the Expertise Marketplace.
Before founding Expertise Marketing in 1996, Ms. Lowe spent more than a decade leading the marketing programs for top-tier management consulting and business-to-business organizations. Before that, she spent more than a decade managing and implementing strategies for political candidates and organizations.
She spearheads the only widely disseminated research initiative on strategic marketing perceptions, practices and performance of professional service firms around the globe.
In addition, Suzanne Lowe has written or been quoted in nearly 100 articles on the topic of professional services marketing strategy. Her work has appeared in the a href="http://harvardbusinessonline.hbsp.harvard.edu/b01/en/hbr/hbr_home.jhtml">Harvard
Business Review, BusinessWeek.com, CMO Magazine, Harvard
Management Update, and scores of profession-specific magazines and journals, including MarketTrends, Marketer, Marketing the Law Firm, Accounting Today, Engineering, Consultants News, Structure, Journal of Law Office Economics and Management, The Practicing CPA, Environmental Design and Construction, Massachusetts High Tech, Massachusetts Lawyers Weekly, and the Legal Marketing Association’s Strategy. She is a contributor to the second edition of the book Marketing
Professional Services, by Kotler, Hayes and Bloom. She has also been instrumental in the development, writing and publication of five books and nearly 50 articles and book chapters for her consulting clients.
Suzanne speaks regularly around the world to leading trade associations, industry groups and in-house firm audiences. Her work has also been presented internationally, most recently at the American Marketing Association's annual Frontiers in Services conference. She facilitates a Roundtable of Chief Marketing Officers from some of the world's largest and most prestigious professional service firms. She has guest-lectured at the University of Chicago Graduate School of Business and designs and delivers customized executive education programs in marketing for professional service executives.
She advises the leaders of professional service firms, from small start-up practices to large global organizations.
Ms. Lowe received a B.A. from Duke University.
Discover Your Firm’s Marketing Barriers,
10 Nov 2009 in Featured Posts
To compete effectively, professional firms need to ensure that marketing and sales are integrated into every function. But there are two big barriers getting in their way: how firms are structured and their existing culture, including the way they…
Digital Versus Paper: What’s The Future For Professional Services?,
04 Nov 2009 in Headline
In the past several weeks, I’ve encountered questions about the effectiveness of digital marketing versus paper-driven communications. A recent WSJ piece “Marketers Still Prefer a Paper Trail,” asserts that people are motivated to go to a Web site to…
I Should Hate David Maister,
10 Dec 2007 in Featured Posts
In the traditional view of business competition, I should hate David Maister. He targets the same types of clients that I do — professional service firms — and his work is designed to help them achieve the same goals — marketplace gains.
But I …
Getting on the B2B Brandwagon,
04 Dec 2007 in Featured Posts
Harvard’s John Quelch offers a summary of his study regarding B2B brands, on his Harvard Business Online blog post here. His post, titled “How to Build a B2B Brand,” cites five characteristics of leading global B2B brands. They are…
The CEO is a…
Here’s Why Marketers Leave Professional Firms,
17 Sep 2007 in Featured Posts
One of my consulting-firm senior Marketing friends has just lost another marketing director.
She asked me to put the word out to my network that her firm is looking to replace this person. She attached the position description. It asks for MBA-cre…
In a Snit: Are We Getting Stuck with the Dirty Work?,
10 Sep 2007 in Featured Posts
I’m having a tiff with Ford Harding, the rainmaker guru to professional service firms.
He wrote a blog post, claiming that, especially in small professional service firms, marketers and business developers cannot succeed at fulfilling all the confl…
Professional Service Firms and Social Networking: Part 5 of 6,
26 Jul 2007 in Featured Posts
Here’s Part Five of my six-part conversation about professional services firms and social networking, with Microengagement’s Tim Gilchrist and Steve Fisher.
Lowe: In many professions, there is almost a procurement mentality, where potential clients…
Professional Service Firms and Social Networking: Part 4 of 6,
18 Jul 2007 in Featured Posts
Here’s Part Four of my six-part conversation about professional services firms and social networking, with Microengagement’s Tim Gilchrist and Steve Fisher.
Lowe: Professional service firms are very client-oriented. But in order for this social ne…
Professional Service Firms and Social Networking: Part 3 of 6,
12 Jul 2007 in Featured Posts
Here’s Part Three of my six-part conversation about professional services firms and social networking, with Microengagement’s Tim Gilchrist and Steve Fisher.
Lowe: When do you think the business world is going to “get it” about social networking, a…
Professional Service Firms and Social Networking: Part 2 of 6,
06 Jul 2007 in Featured Posts
Here’s Part Two of my six-part conversation about professional services firms and social networking, with Microengagement’s Tim Gilchrist and Steve Fisher. If you missed it, here’s Part 1.
Lowe: I’ve watched as professional firms are beginning to e…