Book review: A practitioner’s guide to Account-Based Marketing (ABM) – Accelerating growth in strategic accounts by Bev Burgess with Dave Munn

Posted on: February 8, 2020 Book review: A practitioner’s guide to Account-Based Marketing (ABM) – Accelerating growth in strategic accounts by Bev Burgess with Dave Munn

A shorter version of this book review appeared in the February 2020 edition of Professional Marketing Magazine  Have you ever wondered about the difference between KAM and ABM? Well, this 2017 book “A practitioner’s guide to Account-Based Marketing (ABM) – Accelerating growth in strategic accounts” provides the answer: you design an integrated marketing and sales […]

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Developing the roles of marketing and BD secretaries, PAs and EAs

Posted on: November 26, 2019 Developing the roles of marketing and BD secretaries, PAs and EAs

The recent workshop on “The effective marketing and BD PA/Secretary” organised by Professional Marketing Forum (https://www.pmforum.co.uk/training.aspx) was attended by delegates from law firms, accountancy practices, patent attorney and design firms. Developing the roles of marketing and BD secretaries, PAs and EAs was a key point of discussion.  Professional services marketing is different We covered the […]

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Conference report: “You haven’t heard it all before” Professional Marketing Forum conference September 2019 (Innovation, procurement, campaigns, creativity, assertiveness)

Posted on: November 11, 2019 Conference report: “You haven’t heard it all before” Professional Marketing Forum conference September 2019

This conference report on the Professional Marketing Forum conference September 2019 was published in the November edition of Professional Marketing magazine https://www.pmforum.co.uk/pm-magazine/pm-magazine.aspx  Lucy Canning of Grant Thornton UK kicked off proceedings by challenging the “echo chamber of assumptions” in professional services marketing and suggesting that we “tear up the rule book”.  She urged us to […]

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Enquiry management: Converting more telephone enquiries with basic sales training

Posted on: July 25, 2019 Enquiry management: Converting more telephone enquiries with basic sales training

At a “Business development for lawyers” course a while back the topic that the delegates asked me to write about was that of converting telephone enquiries. More recently, at a practice development course for private client solicitors, the same issue arose and other insights were shared at a recent in-house workshop on the topic. So […]

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Technology and psychology skills needed

Posted on: July 15, 2019

This leader article appeared in the summer 2019 edition of Professional Marketing magazine A view on the future of the marketing profession – Technology and psychology skills needed. The marketing profession is at an interesting crossroads. In one direction is technology nirvana – where systems automatically scrape and mine valuable information from within the firm […]

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