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

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

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