Assistants – Event management

April 14, 2026|Kim's Blog, Lawyers, Marketing, Relationship Management, Social Media, Statistics and trends|

At the recent PM Forum training workshop “Practical and Professional Skills for Marketing and Business Development (MBD) Assistants” we talked about many strategic and operational marketing and business development activities. But there was a particular interest in event management as a crucial element of many MBD campaigns. We explored event management best practice, case studies and future trends in professional services marketing. Marketing and Business Development Assistants – Event management

Delegate views on best practice event management

Interestingly, both breakout groups decided to focus on event management within the professional services marketing and business development mix. Here are their combined insights:

Event planning

Objectives
- Why are we holding this event?
- What do we wish to achieve? (fee-earner expectations and marketing/business development objectives)
- Can we achieve our aims more effectively using another method?
- Are our goals and plans aligned to the firm and team’s aims?
- How will we measure success?
- Does the business case show sufficient ROI to justify the budget/resources?

Who is the target audience?
- Are they homogenous or are there separate sub-groups, segments and/or personas?
- Do we have the necessary data? Is it GDPR compliant?
- Do we need a separate engagement campaign to obtain audience information?

MBD integration
- How will we ensure we adhere to our brand and values?
- Is this event(s) part of an overall campaign?
- Have we considered what awareness raising to do before the event?
- Are we clear on the follow up processes?
- How will we repurpose the content in other environments and channels?

Project management
- Which project management system will we adopt?
- What are the critical decisions and activities?
- Is there a clear project champion and project manager?
- Who is responsible for compliance?

Budgeting and resources
- Do we and the fee-earners have the necessary time to ensure that the event(s) is a success?
- What other resources (venues, catering, video production, business support staff, digital marketing support etc) do we need?

Crisis management
- Have we considered what might go wrong? (is there a risk management assessment)?
- Do we have the necessary contingency plans in place?
- What have we learned from past events?
- It was shocking to hear recently about a new challenge for digital events – Zoom Bombing (see Helen Burness’ LinkedIn posts on the subject (1) Post | LinkedIn)

Event promotion

Have we communicated with the relevant internal stakeholders?
- Identified where we might collaborate on events? (e.g. across practice areas)
- Avoided clashes with other key events?
- Designed an internal communications campaign?

How will we promote the event externally?
- How will we manage the web site landing pages?
- Have we identified the relevant codes and analytics tags to measure web site visitors?
- Is the email data available – to allow segmentation, targeting, pipeline management and relationship development?
- Social media channels and suitable posts? Organic and paid campaigns?
- Personalised invitations from partners and fee-earners?

What are the registration processes?
- Which platform are we using for registration?
- Will delegates be offered options and choices?
- Are payments required?
- Is there sufficient security?
- What are the processes for managing enquiries and registrations?
- What is the cancellation process?
- What communication will be in place for those who register early or late?

Is there a content plan and content calendar?
- Who is briefing/commissioning visual content?
- What project management and approval processes are required?
- How will we repurpose the content?

What will we do (and when) if we receive insufficient sign-ups?
- What level of no-shows do we anticipate?

Event preparation and management

Physical
- Have we identified and prepared appropriate venues?
- Do we have break out areas and separate areas for refreshments?
- Managed the catering requirements?
- Have the relevant logistics been addressed? (e.g. banners, merchandise etc)

Digital
- How will we develop and use digital assets?
- Are the relevant technical hosts available and ready?
- Are we confident the digital platforms are reliable and secure?
- Will we have the necessary photography, recording and editing facilities?

Personal
- Are the hosts and presenters prepared and rehearsed?
- Is the home team briefed and prepared?
- Do we have back up speakers available if needed?

Have we crafted and styled the overall experience for in person and digital attendees?
Will our systems and communications accommodate last minute changes?

Event measurement

How will we measure success?
- For the firm?
- For speakers?
- For delegates?
Do we have the necessary measuring and reporting systems in place?
To what extent can we assess event ROI separately from campaign/plan ROI?
What did we learn that will shape future events?

Event management – Best practice advice

In March 2026, Collaborative Article: What’s your piece of advice for ensuring professional services events deliver real value and feel truly worthwhile to attend? – Adviser Atlas explored:

Types of events – industry breakfasts, leadership panels, networking evenings, client roundtables
Avoid prioritising format (too many presentations, not enough participation, too much promotion, not enough perspective) over experience (relevance, connections and conversations that move their thinking forward)
Curate the right mix of voices
Create space for meaningful dialogue
Design with clear intent rather than habit
Marketing Manager of Total Client – Prioritise “human synchrony” – structure events around natural social psychology
- Honour diverse cognitive styles (high energy hubs for collaborative thinkers and quiet reflection zones)
- Facilitate vertical sharing so that the experience gap is bridged with intention knowledge exchanges where seasoned experts and those new to the field interact
- Use the power of environment – consider the physical and cultural clarity of a space to reduce cognitive loads
- Create a community of practice rather than a transaction of business cards
CMO of FinTech West
- Don’t design the agenda before you define the audience
- Start with a clear outcome – what should people be able to think, decide or do differently by the end?
- Professionals don’t need more information – they need perspective and connection so design for contribution, not passive consumption
- Treat attention as a premium currency
Executive Marketing Director
- Lay out “What you’re gonna get” from the start of any event meeting and be transparent about your reason for hosting the event
Social Media Executive
- Plan small moments for real connection – add icebreakers or pairing activities that match the event’s theme (e.g. a value exchange)

Event strategies in action

I really like the strategic use of training events as one of the main pillars of the marketing and business development strategy (they also make strong use of podcasts) at Davitt Jones Bould | The Real Estate Law Specialists | United Kingdom.

“We are a respected provider of legal training & property law courses to the property profession, including lawyers, surveyors, managing agents and all others who deal in real estate. We provide entertaining hour long webinars which count towards your CPD and in person seminars at venues across the UK, giving essential updates in property law. Lectures can be provided on a range of topics or designed bespoke to your requirements.”

Private and wider sector series (for surveyors, solicitors and property professionals)
Local Government Series (for local authority members)
Central Government series (for government departments and bodies)

Research on event management trends

Research sources indicate that there’s a shift to high impact, in-person experiences that prioritise AI-driven personalisation, community building and sustainability. Key trends include:

Immersive, “wow effect” activations
Maturation of “phygital” (hybrid) formats
Shift towards measuring ROI through attendee engagement data rather than just foot traffic

Event Marketing Trends 2026 | Event Industry News

9 Event Trends You Should Know for 2026 | Cvent Blog

11 Important Event Industry Trends for 2026 | ICC Belfast

Post | LinkedIn Marketing Meetup – January 2026

“It used to be that more commonly we would see people sign up around a week out, with a small smattering of folks signing up a little bit more last minute. Today we see a lot more folks signing up even as late as the day of the event to come along and attend”.

15 Event Industry Trends That You Must Be Aware Of In 2026 – December 2025

Virtual and in-person events go hand in hand – 47% of event marketers say they received the highest ROI from in-person events. Hybrid events are becoming the norm
Focus on experiential learning and foster community and networking
Venue selection aligning to event experience – venue is part of the experience
AI is revolutionizing event planning and execution
Attendee engagement – interactive formats such as gamification, workshops and experiential learning and networking opportunities
Tech brings events together – event management software and virtual site inspections. Set up a centralized zone and deploy personalization
Events turning into tools for brand awareness, lead generation, measuring ROI
Event professionals need to be tech-savvy to succeed
Key is to maximise ROI whilst prioritising sustainability and social impact
Data driven decision making – understand attendee behaviour, preferences and event performance to drive continuous innovation

Four trends professional services marketers will need to address in 2026 – PSM – The Professionals December 2025 (Author Lynda Dupont-Blackshaw is the former Global CMO at Crowe accountants and a senior strategic leader advising some of the world’s leading professional services firms on brand and marketing strategy)

“Micro-events take centre stage – The same focus on genuine human connection is reshaping how events are experienced. Large conferences are starting to feel outdated and less relevant, while smaller, curated gatherings are set to take centre stage. The value of these in-person moments is clearer against the backdrop of an increasingly AI-driven engagement strategy. According to Cvent’s 2025 industry data, 58% of event teams plan to host small in-person events with fewer attendees next year. Micro-events – invite-only roundtables, executive briefings, private workshops – offer depth, personalised interaction, and stronger engagement potential. In 2026, the ability to create spaces for meaningful conversation and relationship-building will be just as important as the content itself, reinforcing trust and deepening client relationships”.

Professional Services Events | Event Management and Event Planning UK | Penguins

Clients include: pwc, Norton Rose Fulbright and The Berkeley Partnership

About the delegates

Delegates were mostly in assistant and co-ordinator roles (there was one executive) from firms in: London, Wolverhampton, Leicester, Bristol and Birmingham.

As a community the delegates:

Worked across practice areas
Enjoyed meeting others working in similar roles and firms
Started their careers from different points but were now merging into the same direction
Probably more marketing work than business development at present – although many have both aspects in their roles. Some have a digital marketing focus.
Some studied law first and switched to marketing and business development
More people were taking the apprenticeship route into their marketing career – and proud of this step
Balanced in focus between existing and potential clients

Words delegates used to describe how fee-earners see MBD at their firm:

Supportive
Helpful
Proactive
Approachable
Trustworthy
Energetic
Keen
Responsive
Long-term

We might reflect on how we would like fee-earners to describe us in the future – how do we want to be perceived?

Delegate takeaways and actions

Read the Unleash the power of storytelling book Book review: Unleash the power of storytelling by Rob Biesenbach
Look into some of the case studies (see list below)
Read case studies of firms similar to the one I work at
Look at strategies deployed by firms like Mishcon de Reya etc
Consider how to apply the case studies to our firm
Develop my knowledge by looking into case studies and understanding how that can benefit our team and our strategies
Review the book list (please email if you would like the 12 page list of marketing and BD books suitable for professional services)
Research marketing strategies (see, for example: Strategies for developing a private client practice – Business development)
Learn more about the strategies of my firm and how I can support them
Helpful to see behind the scenes of MBD – underlying aims, frameworks, strategies and implementation best practice
Read The Trusted Advisor book The Trusted Advisor – Trusted Advisor Associates
Focus on more in-person engagement

Case studies:

Strategic marketing case study – Brand at Mishcon de Reya November 2025

Marketing and Business Development (MBD) accountancy firm case studies November 2025

Marketing and Business Development (MBD) law firm case studies November 2025

Business Development (MBD) property firm case studies December 2025

Marketing case studies – Digital thought leadership campaigns February 2025

Marketing and BD case studies in legal, accountancy, consultancy April 2024

Professional services marketing/BD case studies August 2023

Being more strategic – Case studies and insights (Ireland May 2023) June 2023

Feedback from delegates

Alfie Brady | LinkedIn “Fantastic to have attended Kim Tasso’s session “Practical and professional skills for marketing/BD assistants” and my first PM Forum event this morning! It was great to meet others in similar roles and learn more about the theory of marketing/BD as well as the many tools and skills that make up a successful M&BD team within professional services. Thank you to Kim for being so knowledgeable, Rebecca and I have certainly learned a lot and we can’t wait to apply our knowledge to our roles at Foot Anstey!”

Rebecca Higham | LinkedIn “Thank you Kim Tasso and PM Forum for an excellent morning training session! Alfie Brady and I joined an interactive marketing & BD workshop, with Kim Tasso and PM Forum, that covered everything from core fundamentals and strategy, as well as developing your role and career in professional services. Lots of useful discussion, breakout sessions and reminders of what good, joined‑up marketing and BD should actually look like in practice. Plenty of practical takeaways to apply back into day-to-day work with Foot Anstey. Thanks to everyone involved for a thought-provoking and engaging session”.

Delegate poll results

Have you formally studied marketing?

20% Yes
70% No
10% It’s complicated (Apprenticeship in Content Creation after University – see AI Content Creator Apprenticeship | Cambridge Marketing College)

Where is most of your time spent?

20% Strategic marketing
20% Tactical marketing/communications
10% Selling
20% Client and referrer relationships
30% All aspects

What do you spend most of your time doing?

40% Supporting M&BD executives and managers
20% Organising events
20% Managing data, databases and systems
10% Drafting and editing copy/content
10% Supporting internal communications

Where do you want to spend more time in the future?

40% Digital marketing, content management and social media
30% Profile raising, PR and media relations
20% Events, seminars, webinars and contact programmes
10% Key Account Management

After reviewing those key marketing theories, how would you rate your knowledge?

56% Good – I am familiar with most ideas
22% OK – I’ve just learned quite a bit
22% Needs improvement – I have a lot of learning ahead!

How happy are you with your CRM (and integrated mailing, analytics and relationship management capabilities)?

10% Unhappy
60% It’s OK
30% Happy

How would you rate your firm’s digital marketing strategy?

20% Brilliant
30% Really good
30% Average
20% Needs improvement

Book review: Build your digital marketing strategy by Steve Brennan (kimtasso.com)

Do you think you and your fee-earners are mostly:

	Me	My fee-earners
Dogs	50%	60%
Cats	50%	10%
Bears	0%	30%

See: dog, cat and bear personalities – Better business relationships (kimtasso.com)

How would you rate your skill/ability in selling?

30% Low
50% Average
20% Good

What do you think is the most important skill/attribute of an aspiring M&BD professional?

30% Service orientation – proactive and responsive
20% Communications skills
20% Ability to work with fee-earners and M&BD team members
10% Strategic ability
10% Marketing/sales technical knowledge and qualifications
10% Understanding of markets and clients
0% Digital, AI and analytical skills

What percentage of your fee-earners do you think are engaged with and keen to do marketing/BD?

30% 10-40% of fee-earners
30% About 50% of fee-earners
20% 50%-70% of fee-earners
20% Over 70%

How do you feel about your career development prospects?

50% My firm supports my development and progression
20% I would like to specialise in a specific area of MBD
10% I’m confident I will be promoted in the short-medium term
10% There is a clear path for my promotion
10% I have a lot to learn and do before I will be promoted