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Are you looking for the next big idea to strengthen your firm’s marketing program? Consider implementing a few basic marketing techniques on a consistent basis to reap more favorable results. Here are two secrets for you to keep in mind. First, know your clients: Analyze your client base by industry, geographic area, sales, fees collected, and realization. This will identify your "bread and butter" clients and potential niche markets, enabling you to describe the type of new business prospects to pursue. Purchase a prospect list using the demographic data of your best clients and go after them. Knowing your clients will focus your marketing activities by helping you identify the publications your clients and prospects read, the organizations they join, their challenges and industry trends, and how your firm’s services can solve their problems. Second, know your internal strengths/skills: What are the strengths and weaknesses of your firm? In which areas might you have a competitive advantage? What are the marketing and sales skills of your partners and staff? Create a matrix and evaluate your people on a variety of skills including networking, generating leads, cross-selling, closing the sale, public speaking, writing, and one-on-one meetings.