Professional Services Marketing Handbook

The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements. Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence.Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, PwC, Kreston Reeves and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands.Contributing Authors:Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLPDaniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzieClaire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzieClive Stevens, Executive Chairman, Kreston ReevesLouise Field, Head of Client Service & Insight, Bird & Bird LLPTim Nightingale, Founder, Nisus ConsultingBen Kent, Managing Director, Meridian WestLisa Hart Shepherd, CEO, AcritasNick Masters, Head of Online, PwCAlastair Beddow, Associate Director, Meridian WestDale Bryce, President, Asia-Pacific Professional Services Marketing AssociationGillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOMSusan D'aish, Business Relationship Director, MacRoberts LLPDan O'Day, Vice President, Thomson Reuters EliteMatthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLPAmy Kingdon, Marketing & Communications Director, UK & Europe, AtkinsEleanor Campion, Communications Executive, UK & Europe, AtkinsJessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, GermanyGiles Pugh, Principal, SutherlandsPugh

"Professional Services Marketing Handbook... takes the reader through several themes, starting with the international context... through to creativity and innovation, then on to client relationship management.... For any professional seeking ways to develop relationships by crafting market offerings in such a way that benefits are translated into monetary terms based on an in-depth understanding of the client's business, this book is a must read.", "The contributors are responsible for developing and managing client relationships in some of the world's most respected professional services firms, and their advice and tips should be considered essential reading.", "This book is a 'must read' for senior marketing and BD professionals and practitioners who want to play a greater role in becoming the client champion.", "I found something of interest in every chapter of this book. In my opinion this book raises the difficult role of a marketer in a professional services organisation to a new level of sophistication, and I highly recommend it."

Nigel Clark has led marketing teams in professional services firms for more than 20 years in sectors including management consulting, legal, environmental consulting, engineering design, business services and project management. He is a former director of the Professional Services Marketing Group (PSMG).Charles Nixon, MBA, is Chairman of Cambridge Marketing College. He is a Fellow of CAM, the Chartered Institute of Marketing (CIM) and the Royal Society of Arts, and is President of the CIM Cambridgeshire branch. An experienced tutor, he delivers courses across all levels of CIM and CAM qualifications.