Professional Services Marketing Handbook: How to Build Relationships, Grow Your Firm and Become a Client Champion

Professional Services Marketing Handbook: How to Build Relationships, Grow Your Firm and Become a Client Champion

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Overview

Marketing in professional services and consulting businesses (law, accounting, property, management consulting, project management, engineering, technical services, etc.) has progressed significantly in recent years. It is now seen as a major contributor to attracting and retaining clients, building a successful brand, and growing revenue and profit.

Professional Services Marketing Handbook covers key issues in business development, operations, and delivery and includes case studies, insights, and advice on CRM, digital and social media, thought leadership, branding, and client thoughts to provide the tools to deliver greater business impact.

Product Details

ISBN-13: 9780749473464
Publisher: Kogan Page, Ltd
Publication date: 04/28/2015
Pages: 280
Product dimensions: 6.60(w) x 9.50(h) x 0.70(d)

About the Author

Nigel Clark has been a senior executive and led marketing teams in professional services firms for more than twenty years. He has direct experience in a number of professional services sectors: management consulting, legal, environmental consulting, engineering design, business services, and project management. He is former director of the Professional Services Marketing Group (PSMG).

Charles Nixon has many years of marketing experience, spanning government relations, through market research to marketing communications and strategy, and he has worked across a broad range of industries including textiles, software, telecommunications and financial services. Nixon is Chairman and founding director of Cambridge Marketing College and consults in marketing for high technology and publishing companies.

Contributors:
Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP
Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie
Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie
Clive Stevens, Executive Chairman, Kreston Reeves
Louise Field, Head of Client Service & Insight, Bird & Bird LLP
Tim Nightingale, Founder, Nisus Consulting
Ben Kent, Managing Director, Meridian West
Lisa Hart Shepherd, CEO, Acritas
Nick Masters, Head of Online, PwC
Alastair Beddow, Associate Director, Meridian West
Dale Bryce, President, Asia-Pacific Professional Services Marketing Association
Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM
Susan D’aish, Business Relationship Director, MacRoberts LLP
Dan O’Day, Vice President, Thomson Reuters Elite
Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP
Amy Kingdon, Marketing & Communications Director, UK & Europe
Eleanor Campion, Communications Executive, UK & Europe, Atkins
Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany
Giles Pugh, Principal, SutherlandsPugh

Table of Contents

List of figures
List of tables
List of contributors
Preface
Acknowledgements
About the editor

Introduction: leadership themes in professional services marketing

Theme One Growth
Introduction to the Growth theme

01 Growth and globalization
Richard Grove

02 Implementing a growth strategy: lessons from Asia Pacific
Daniel Smith and Claire Essex

03 Developing international networks
Clive Stevens

Lessons on Growth

Theme Two Understanding
Introduction to the Understanding theme

04 Listening, understanding and responding to clients
Louise Field and Tim Nightingale

05 Closing the commerciality gap
Ben Kent

06 What legal clients want
Lisa Hart Shepherd

Lessons on Understanding

Theme Three Connecting
Introduction to the Connecting theme

07 From communities to cohorts
Nick Masters

08 Thought leadership: transforming insights into opportunities
Alastair Beddow

09 Conversation is king: connecting thought leadership and sales
Dale Bryce

Theme Four Relationships
Introduction to the Relationships theme

10 The importance of client relationship management
Gillian Sutherland

11 Developing internal and external relationships
Susan D’aish

12 The primacy of relationships: how and why clients choose
Dan O’Day

Lessons on Relationships

Theme Five Managing
 Introduction to the Managing theme

13 It’s all about value: managing marketing and business development
Matthew Fuller

14 Managing transformational change
Amy Kingdon and Eleanor Campion

15 Understanding and exceeding partner expectations
Jessica Scholz

16 The role of marketing KPIs in professional services firms
Giles Pugh

Lessons on Managing

Conclusion

17 The future for professional services marketing: becoming a client champion
References
Further reading
Index

 

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