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Full Description
The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements. Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence.
Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, PwC, Kreston Reeves and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands.
Contributing Authors:
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, Atkins
Eleanor Campion, Communications Executive, UK & Europe, Atkins
Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany
Giles Pugh, Principal, SutherlandsPugh
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
