Best Practice Report

Improve Services Briefings To Industry Analysts With Three Additional P’s Of Services Marketing

Building People, Process, And Physical Evidence Into The Message

December 27th, 2022
Kevin Lucas, Principal Analyst
Kevin Lucas Principal Analyst
With contributors:
Laura Koetzle , Robert Muhlhausen , David Morrison , Kate Pierpont

Summary

Many services firms give weak initial briefings when they try to describe their extensive portfolios to industry analysts. The relatively intangible nature of services, as compared with hardware, software, and telecom products that appear so much more concrete, compounds the challenge. Industry analyst relations (AR) professionals can learn from marketers who’ve already solved similar problems by differentiating through three additional P’s of the services marketing mix — people, processes, and physical evidence.

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