How Marketing Technology Helps Professional Services Firms Adapt to Change

Posted by: Pitchly


The professional services landscape is experiencing a rapid transformation driven by evolving client demands and the new wave of marketing technology. The prevailing notion is “do more with less.” Clients now seek quicker, more efficient services, prompting firms to adapt to new demands and technologies that seem to change almost weekly.

Reports from PwC and Workday state that 56% of CFOs say the tech investments they made during the pandemic will have long-term positive impacts, and that 75% of PS firms’ revenue will come from digital by 2025.

To stay competitive, professional services firms must leverage these new technologies, embrace digital transformation, harness data analytics, and automate their processes.


Embracing Digital Transformation

The digital era has revolutionized business operations.

Per Salesforce findings, 87% of professional services leaders say their digital transformation has sped up since 2019, compared to an average of 79% across other industries.

Instead of relying on the outdated, manual processes of the past, firms are beginning to embrace technology as a core part of their strategy. They’re leveraging digital tools to transform the way that they operate internally and how they communicate with their potential clients.

Professional services firms now have vast opportunities to engage with their target audience through online platforms and social media networks. Integrating both traditional (paid advertising, word-of-mouth, referrals) and digital marketing strategies (SEO, email, web portals, social media) is core to reaching the right clients at their preferred outlet.

A cohesive and comprehensive approach helps firms expand their visibility, connect better with their audience, and stay relevant in a swiftly evolving market. It's a chance to embrace change, revitalize your brand, and deliver more compelling client experiences.


Leveraging Data Analytics

Effectively leveraging data analytics tools is paramount for firms looking to deeply understand their target market. It's not just about collecting data; it's about extracting actionable insights. The only failed initiative is one where nothing was learned. Post-campaign analysis and feedback tracking play a crucial role in continuous improvement.

A personalized approach is critical, particularly in marketing and business development (BD), where client-firm relations matter. The most successful firms use prior data to drive decision-making, optimize efforts, and understand ongoing client needs for enhanced retention.

The right data empowers firms to anticipate client patterns, make informed business decisions, and deliver better services, ultimately leading to a deeper understanding of clients and reduced acquisition costs.

That’s to say nothing of growth potential. These insights can be used to craft personalized marketing campaigns and analyze digital interactions for better audience engagement and relationship-building down the road.

This data-driven approach enables firms to optimize their marketing campaigns, make informed business decisions, and enhance the overall client experience.


Automating and Innovating

In the industry, professional service systems are among the top-used commercial systems (79%) per this Finance Online report, with document automation (83%) being the subset with the highest positive impact.

Through these and other automation tools, firms can streamline communications, deliver targeted content, and provide real-time support, all of which contribute to a positive customer experience and foster long-term client relationships.

For example, taking advantage of Pitchly’s content automation capabilities can speed up the time to pitch by hours, helping firms be more agile when approaching prospective clients. Other marketing automation technologies, such as email marketing and lead generation, allow firms to personalize and streamline client interactions while boosting efficiency.

It’s also worth noting the rapid increase in Artificial Intelligence (AI) applications in professional services. AI presents both an incredible opportunity - and a challenge - for professional services firms to streamline and optimize their operations.

The common refrain is that “embracing AI is not about replacing human expertise; it's about enhancing it.” This is at least half true. By automating routine and time-consuming tasks, firms can redirect their focus towards high-value activities.

However, a rising tide raises all boats. AI is presenting the same opportunities to competitors as well. That’s why it’s critical for firms to not only explore AI’s capabilities but to integrate them into their offering in unique ways that both achieve internal goals and enhance client value. Applying AI does not - and should not - look the same for every firm.


Professional Services are Quickly Becoming Digital-First

In a constantly evolving professional services landscape, the adaptability and integration of marketing technology become critical for firms looking to stand out and thrive. Embracing digital transformation, leveraging data analytics for informed decision-making, and integrating automation technologies, including AI, positions professional services firms to meet changing client needs effectively and stay competitive in the dynamic marketplace.

Sign up for our ChatGPT Unveiled webinar to discover how AI and automation are reshaping the professional services landscape and driving industry success.