Kim TassoAccountancy marketing case study – How KPMG influenced £35 million in new business by blending digital and offline media
Posted on: March 5, 2020
This blog summarises information published when KPMG won a B2B marketing award for the “Changing futures” best multichannel campaign in 2018 and a talk provided by Daniel Sullivan of KPMG at the September 2019 Professional Marketing Forum Annual Conference. This accountancy marketing case study – How KPMG influenced £35 million in new business – is […]
Book Review – The Analytical Marketer – How to transform your marketing organization by Adele Sweetwood
Posted on: January 9, 2017
Health warning: This book “The Analytical Marketer – How to transform your marketing organization” by Adele Sweetwood is for serious marketers who are faced with adapting their marketing organisations to embrace the exciting (albeit a little bit scary) transformation being driven by the advances in marketing technology and automation. This is an expanded review of the one […]
From Jesse J to Einstein – ROI in professional service firm marketing and business development
Posted on: October 24, 2013I was recently asked to prepare a session for a group of law firms on Return on Investment ROI in professional service firm marketing and business development. Sometimes, marketers are a bit like Jesse J and expect partners to make a leap of faith – “It’s not about the money, money, money – we just […]
Marketing needs to be more accountable – Malcolm McDonald
Posted on: December 31, 2010During the inevitable end of year office tidy up I came across a briefing paper called “The State of Marketing” written by the wonderful Professor McDonald (I call him the “Patron Saint of Marketing Plans”) for the Cambridge Marketing College in 2009 and thought it was worth reviewing his thoughts a year down the line. […]