These are the top 10 takeaways from the delegates at the February 2019 Professional Marketing Forum’s Proactive Marketing Executive workshop selected as being most valuable. This post also includes some of the other marketing communication topics that emerged during exercises and discussions.

  1. McDonald’s Marketing plan outline (see http://kimtasso.com/marketing-planning-nutshell/) and the strategic process (Where now? Where to? How?)
  2. Goals and motivation (see http://kimtasso.com/managing-teams-and-virtual-teams/)
  3. Confidence (see http://kimtasso.com/be-more-confident-and-convey-confidence/)
  4. Set career goals (see http://kimtasso.com/career-coaching-counselling-kim-tasso/)
  5. Toolkit models to help educate fee-earners (see http://kimtasso.com/getting-it-past-the-partners-all-about-buy-in/)
  6. CIM qualifications (see http://kimtasso.com/2014-cim-professional-marketing-qualifications-syllabus-changes/)
  7. Empathy for fee-earners (see http://kimtasso.com/marketing-executives-develop-empathy-seeing-things-fee-earners-perspective/)
  8. “One day free” exercise and setting time aside to think and plan
  9. Stress management (See http://kimtasso.com/faq/what-can-i-do-to-beat-stress/) and time management (Rock, Pebble, Sand and “Eat the frog” – see http://kimtasso.com/time-management-35-top-tips-and-techniques/)
  10. Being different and better – Three things to do instead of what we’ve always done

Top 10s in marketing communications

During the marketing communications break-out groups, the delegates selected the following key messages in their topics.

Campaign development and thought leadership

  1. Objectives
  2. Analysis and research
  3. Segmentation
  4. Competitors
  5. Strategy
  6. Methods
  7. Timeline
  8. Buy in
  9. Return on Investment (ROI)
  10. Evaluation

The following links may assist:

http://kimtasso.com/10-steps-to-create-a-business-development-campaign/

http://kimtasso.com/back-basics-importance-segmentation-personas/

http://kimtasso.com/what-makes-a-good-marketing-campaign/

http://kimtasso.com/mavericks-measurement-and-impatience-campaign-management-in-the-professions-highlights-from-the-west-midlands-professional-marketing-forum/

http://kimtasso.com/project-vs-campaign-management/

http://kimtasso.com/improve-marketing-campaign-management-for-professional-service-firms/

http://kimtasso.com/5-top-tips-for-time-project-and-campaign-management/

http://kimtasso.com/roi-in-professional-service-firm-marketing/

http://kimtasso.com/thought-leadership-manual-review/

Digital and content marketing 

  1. Brand awareness
  2. Online identity
  3. Results driven (analytics)
  4. Exposure and reach
  5. Cost effectiveness
  6. Time efficient
  7. Elements – web, social media, blogs, emails
  8. GDPR
  9. Challenges: partner buy in, consistency, messaging, professionalism, pressure
  10. Life cycle: Plan, Process, Report, Assess, Revise, Repeat

 The following links may assist:

http://kimtasso.com/book-review-understanding-digital-marketing-marketing-strategies-for-engaging-the-digital-generation-by-damian-ryan-third-edition-kogan-page/

http://kimtasso.com/digital-marketing-leader-professional-marketing-magazine/

http://kimtasso.com/digital-marketing-qualifications-update/

http://kimtasso.com/12-thoughts-on-the-future-of-digital-marketing-in-the-professions/

http://kimtasso.com/expert-rock-star-using-passle-content-creation-distribution/

http://kimtasso.com/legal-marketing-case-study-social-media-in-business-development-and-relationship-management-a-guide-for-lawyers-by-kim-tasso-book-review/

Selling and business development

  1. Keep up with market changes
  2. Grow the business
  3. Keep existing clients
  4. Challenges: Competitors
  5. Challenges: People
  6. Challenges: Pricing
  7. Challenges; Resources
  8. Challenges: Time and deadlines
  9. Core elements – Pitches and tenders
  10. Best practice – SWOT analysis

 The following links may assist:

http://kimtasso.com/getting-your-head-around-basic-selling-skills/

http://kimtasso.com/fabulous-first-meetings-16-selling-insights/

http://kimtasso.com/helping-fee-earners-prepare-the-perfect-pitch/

http://kimtasso.com/a-personal-approach-to-cross-selling/

http://kimtasso.com/take-a-walk-on-the-client-side-empathy-and-emotional-intelligence-when-selling-professional-services/

http://kimtasso.com/sales-selling-tips-11-point-plan-cold-calling/

Relationship management and Key Account Management (KAM)

  1. Existing clients are important
  2. Retention and development
  3. Awareness for cross-selling
  4. Understanding the client needs
  5. Keep on top of contact (CRM)
  6. Helping fee-earners “own” the relationship
  7. Constant and consistent communication
  8. Making the client feel valued
  9. Collaboration
  10. Succession

The following links may assist:

http://kimtasso.com/key-account-management-kam-programme/

http://kimtasso.com/property-marketing-case-study-client-key-client-relationship-management-jll/

http://kimtasso.com/integrating-sales-pipeline-client-relationship-management/

http://kimtasso.com/referrer-management-strategies-plan-target-focus-research-relationship-add-value-let-go-manchester-2016/

http://kimtasso.com/managing-key-client-meetings-key-account-management-kam/

Further details of Professional Marketing Forum training workshops: https://www.pmforum.co.uk/training.aspx