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. 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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