Marketing and BD planning – Segmentation, Rock Stars and Engagement (Feb 2021)

Posted on: February 18, 2021 Marketing and BD planning – Segmentation, Rock Stars and Engagement (Feb 2021)

Last week, delegates from large and small law firms and an engineering consultancy joined me for a “Marketing and Business Development Planning in a Nutshell” half day training workshop through the  Professional Marketing Forum. We covered a huge amount of material from marketing and business development basics, progressed step-by-step through the M&BD planning process and explored […]

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Accountancy marketing case study: Haines Watts accountants “For Love or Money” thought leadership campaign

Posted on: April 6, 2017 accountancy marketing case study Haines Watts Love or Money thought leadership

I interviewed Sam Davies, Group Head of Marketing at Haines Watts (HWCA), to obtain an accountancy marketing case study on the firm’s thought leadership campaign “For Love or Money – the secret life of the business owner”. About Sam and Haines Watts Sam has worked at Haines Watts for over 18 years and in her […]

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There’s a real person behind that Persona

Posted on: July 20, 2016

This leader article “There’s a real person behind that Persona” was originally published in the Summer 2016 edition of Professional Marketing magazine for PM Forum members. http://www.pmforum.co.uk/magazine/ Don’t get me wrong. I’m delighted to see the professionalization of marketing and business development supported by sophisticated software. There are amazing analytics programmes that allow us to […]

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Back to basics – The importance of segmentation and personas

Posted on: November 25, 2014 Segmentation and personas

While it is easy to get wrapped up in all the amazing digital technologies that are available to marketers (I recently read a report that said, on average, even a junior marketer will use up to 100 different technologies in a day without even noticing) sometimes it is important to go back to basics. Like […]

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Marketing professional services to High Net Worth clients

Posted on: August 7, 2010

If I had a pound for every time a private client lawyer, accountant or surveyor said “We are targeting High Net Worth” clients I would be a very high net worth person myself. Whilst saying you are marketing professional services to High Net Worth clients sounds like a strategy it isn’t  focused enough. The core issue is the […]

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