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

by Nigel Clark, Charles Nixon (With)

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

** Chapter - 00: Introduction: leadership themes in professional services marketing; * Section - ONE: Growth; ** Chapter - 01: Growth and globalization – Richard Grove; ** Chapter - 02: Implementing a growth strategy – Daniel Smith and Claire Essex; ** Chapter - 03: Developing international networks – Clive Stevens; * Section - TWO: Understanding; ** Chapter - 04: Listening, understanding and responding to clients – Louise Field and Tim Nightingale; ** Chapter - 05: Closing the commerciality gap – Ben Kent; ** Chapter - 06: What legal clients want – Lisa Hart Shepherd; * Section - THREE: Connecting; ** Chapter - 07: From communities to cohorts – Nick Masters; ** Chapter - 08: Thought leadership: transforming insights into opportunities – Alastair Beddow; ** Chapter - 09: Conversation is king: connecting thought leadership and sales – Dale Bryce; * Section - FOUR: Relationships; ** Chapter - 10: The importance of client relationship management – Gillian Sutherland; ** Chapter - 11: Developing internal and external relationships – Susan D’aish; ** Chapter - 12: The primacy of relationships: how and why clients choose – Dan O’Day; * Section - FIVE: Managing; ** Chapter - 13: It’s all about value: managing marketing and business development – Matthew Fuller; ** Chapter - 14: Managing transformational change – Amy Kingdon and Eleanor Campion; ** Chapter - 15: Understanding and exceeding partner expectations – Jessica Scholz; ** Chapter - 16: The role of marketing KPIs in professional services firms – Giles Pugh; ** Chapter - 17: The future for professional services marketing: becoming a client champion

Editorial Reviews

"I found something of interest in every chapter of this book. In my opinion this book raises the difficult role of a marketer in a professional services organisation to a new level of sophistication, and I highly recommend it."

Leading Business Books John Gibbs

"Professional Services Marketing Handbook... takes the reader through several themes, starting with the international context... through to creativity and innovation, then on to client relationship management.... For any professional seeking ways to develop relationships by crafting market offerings in such a way that benefits are translated into monetary terms based on an in-depth understanding of the client's business, this book is a must read."

Cranfield University School of Management Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc Emeritus Professor

"The contributors are responsible for developing and managing client relationships in some of the world's most respected professional services firms, and their advice and tips should be considered essential reading."

managing director of Coast Matt Baldwin

"This book is a 'must read' for senior marketing and BD professionals and practitioners who want to play a greater role in becoming the client champion."

Withy King Solicitors Robert Pinheiro