Professional Services Marketing
"Skill to do comes of doing."
Reaching Key Decision Makers
There are no second chances at first impressions. The way clients discover professional service firms shapes how they perceive their expertise — and that impression lasts. A professional services marketing agency must master the art of selling knowledge: balancing context, content, and relevance to reach decision-makers at the right moment with the right message.
Our work in this space began with media planning and buying for some of the world’s leading law firms — in FCPA, M&A, IP, life sciences, and corporate litigation. Today, that expertise extends to international wealth managers, major accounting firms, and specialized consultancies.
With a truly global scope, Criterion Global delivers measurable, accountable marketing built to drive efficient client acquisition and lasting brand equity across industries and markets.
1. Making Your Brand Unique
As the saying goes, "No one gets fired for hiring IBM". Big, reliable brands win the day in professional services marketing, and brands with big reputations get an unfair advantage in the services market. There are 4 core benefits in perception our work as a professional services marketing agency delivers for leading firms:
- Competitive Perception (Active + In-Market): Easily the most common target for marketers, it's self-evident that a firm needs to be present when decision-makers are looking to make decisions. The question is whether your firm stands apart from the pack.
- Referral Perception (Present/Past Clients): This audience will have the highest conversion rates and deliver the greatest reward for even the laziest of media buying campaigns. But it's still essential to be present and fresh in the minds of those closest to your firm, and likely to make friendly introductions.
- Market Perception (Prospective Market): Think of your firm 3 years out. The relationships you have might not have even known who you are today. This is your market.
- Internal Perception: Professional services hinge on attracting the best and brightest talent. Strong identity, brand, and market perception enhance the experience and desirability of a seat at your table.
Professional services marketing is near to our hearts, as we, too, are a professional services firm that prides itself on unparalleled expertise in international media planning and buying. A well-crafted professional services marketing + paid media strategy ensures that your brand is not just part of the conversation but is the leading voice when crucial decisions are being made.
2. Professional Services Marketing Agency Insights
Effective media buying for professional services establishes the foundation for lasting client relationships. Executed thoughtfully, it generates awareness, builds trust, and ensures your brand remains top of mind when critical decisions are made. In this sector, timing is paramount — presence at the moment of decision-making can determine competitive advantage.
At Criterion Global, we approach professional services marketing with particular understanding and care. As a professional services firm ourselves, we recognize the importance of expertise, credibility, and precision. Our experience in international media planning and buying allows us to craft campaigns that make meaningful first impressions and measurable impact.
Professional Services Media Strategy
- Competitive service
- Landscape analysis
- Market positioning, sizing, and media Budget BlueprintSM
Media Planning
- Paid media prospecting
- Pipeline Modeling
- Lead-gen media planning
Media Buying
- Multinational paid media execution
- B2B, trade, industry media buying (digital + traditional)
Media Measurement
- Bespoke media measurement
- Lead generation reporting dashboards