2021 and Account marketing - Strategic Accounts Today

Case studies: Marketing and Business Development at law and accounting firms

Red Star Kim

NOVEMBER 17, 2023

Case studies: Marketing and Business Development at law and accounting firms. Addleshaw Goddard (lawyers) – Brand campaign An article in Marketing Week reports that the firm never ran a brand campaign pre-2021. Prior to 2019 there were no marketing analytics in place. Some competitors enjoyed 2.5

Marketing

Marketing Key Account Management Innovation Account Management

Legal marketing case studies – Law firm media relations and integrated campaigns (Kysen)

Red Star Kim

DECEMBER 19, 2023

The campaign was part of an exciting project 7BR announced in 2022. The campaign was part of an exciting project 7BR announced in 2022.

Media

Media Insurance Marketing Emotional Intelligence

Be more strategic: Top-down or bottom-up, marketing and sales integration and property marketing

Red Star Kim

DECEMBER 18, 2023

Align, integrate, focus, educate, champion (kimtasso.com) July 2018 Integrated marketing – Sector, KAM and CEM (kimtasso.com) August 2016 Property marketing Our delegates from the real estate sector raised some interesting questions.

Marketing

Marketing Strategic Thinking Artificial Intelligence Stakeholders

Referrer Management – Capacity and Capability

Red Star Kim

OCTOBER 16, 2023

Book review: Neuroscience for organizational change by Hilary Scarlett (kimtasso.com) Nurture a change management movement – From “Let it go” (kimtasso.com) Top takeaways Processes Review onboarding process Back to basics – analyse trends and gaps Adapt to specialisation on the sales journey Follow up on lost tenders – determine reason and adjust (..)

Management

Management Emotional Intelligence Onboarding Communication

Campaigns, thought leadership and project management – Early engagement, scoping and risk management

Red Star Kim

JUNE 27, 2023

20% Lack of fee-earner engagement 20% Lack of M&BD time/resource 20% Integration with other aims/projects/campaigns 13% Culture (politics, lack of rewards) 7% Lack of senior support 7% Unclear or unrealistic aims/expectations 7% Scope creep 7% Poor internal communications/silo mentality Related campaigns, thought leadership and project management (..)

Leadership

Leadership Management Stakeholders Communication

Referrer management – Grading, Research, Discipline, Storytelling and Leveraging your exemplars

Red Star Kim

APRIL 17, 2023

Future public courses (including referrer management) for MBL SpeakerKim Tasso (mblseminars.com) Future courses for members of the PM Forum PM Forum Related posts Connected leadership – How professional relationships (kimtasso.com) March 2023 Cultivate a cross-selling culture (kimtasso.com) March 2023 Referrer and Intermediary Management – Silos, Targets (..)

Management

Management Manufacturing Client Relationships Facilitation

Professional services marketing/BD case studies – Moore Kingston Smith, Mazars, Capsticks, Fladgate, Travers Smith, Mills & Reeve and brand awards

Red Star Kim

AUGUST 31, 2023

Moore Kingston Smith (accountants) – Real estate thought leadership This campaign comprises a series of seven opinion articles (“The state of the global real estate industry”) exploring investment opportunities in UK real estate sharing economic data (inflation and global growth forecasts). trillion by 2031”.

Marketing

Marketing Leadership Government Logistics

Legal marketing case study – Thought leadership campaigns at Howard Kennedy (relationship breakdown and business agility)

Red Star Kim

NOVEMBER 7, 2022

Professional Services Thought leadership update – (kimtasso.com) November 2021 FTI, Bidwells, Grist and Fieldfisher (November 2020). themes on campaign development and thought leadership (kimtasso.com) July 2021. Accountancy marketing case study – MHA (kimtasso.com) June 2021.

Leadership

Leadership Marketing Financial Services Construction

PM Conference Report 2022: Strategy implementation, Employer Value Propositions (EVP), Storytelling and Client Feedback

Red Star Kim

NOVEMBER 18, 2022

They have saved 10,000 hours of review time, identified 120,000 risks and acquired 20 major new clients – including some well-known brands – since launch in March 2021”. Professional Marketing Forum Conference 2021 PM Forum (kimtasso.com). 25th Professional Marketing Forum Conference Report (kimtasso.com).

Value Proposition

Value Proposition Procurement Innovation Leadership

Release time to become a more proactive Marketing and Business Development Executive (November 2022)

Red Star Kim

DECEMBER 2, 2022

Emerging marketing and business development roles (kimtasso.com). How to advance your career in professional services marketing (kimtasso.com). Nine Marketing and Business Development trends in 2021 (kimtasso.com). Think about how I would describe marketing and business development to my fee-earners. Reflections.

Marketing

Marketing Communication Meetings Strategic Thinking

Key Account Management (KAM) – Research companies, use KAM technology and maintain momentum

Red Star Kim

JUNE 15, 2023

(multiple choice) 60% Teams present at departmental meetings 50% Regular updates to the Board 30% Dashboard for senior management 30% Intranet – automatic updates 30% Regular report for firm overall (by M&BD) 30% Regular reports for each key client (by M&BD) 30% Regular reports for each key client (by CRP) Which do you see as the biggest challenge (..)

Key Account Management

Key Account Management Account Management Management Client Relationships

Key takeaways from SAMA’s Annual Conference

Arpedio

MAY 30, 2022

McKinsey (see graphic below) investigated thirty go-to-market channels (e.g., digital advertising, social media, email, phone, in-person) and found that a multi-channel approach increased sales effectiveness by 10% from 2020 to 2021. Companies need to ensure alignment between sales and marketing for their key and strategic accounts.

Digital Transformation

Digital Transformation Account Management B2B Advertising

The Proactive M&BD Executive – Culture shock, marketing models, fee-earner engagement, qualifications and social media

Red Star Kim

APRIL 12, 2023

Some relevant posts include: Key issues in Marketing and Business Development Planning (kimtasso.com) July 2022 Ten top takeaways on stakeholder engagement and buy in (kimtasso.com) April 2022 Seven thoughts on stakeholder management, engagement and buy-In (kimtasso.com) April 2021 Animal magic of buy-in and stakeholder engagement (Video) (kimtasso.com) (..)

Media

Media Marketing B2C Stakeholders

Coaching and Consulting skills – Limiting beliefs, approaches to helping and marketing consultancy

Red Star Kim

FEBRUARY 14, 2023

(gender bias) (kimtasso.com) Related Articles Don’t jump to conclusions – Coaching and Consulting skills (kimtasso.com) Coaching and consulting skills for M&BD workshop (November 2021) (kimtasso.com) coaching and mentoring skills (kimtasso.com) Coaching skills – the power of questions (kimtasso.com) Emotional contagion, delegation, (..)

Emotional Intelligence

Emotional Intelligence Marketing Stakeholders Communication

Proactive marketing and business development executives – CRM, internal engagement and career insights

Red Star Kim

DECEMBER 5, 2023

Related CRM posts: Key Account Management (KAM) – Research companies (kimtasso.com) June 2023 Marketing technology system review – Clean contact data with Cirrom (kimtasso.com) February 2023 Beating Six Barriers to KAM and Training (Kim Tasso) June 2021 The growth of MarTech in professional services – an overview (kimtasso.com) March 2020 Intapp (..)

CRM

CRM Marketing Interpersonal Skills Client Relationships

Hooks, Headlines and Hard-Wired Words: 11 ideas for better writing

Red Star Kim

OCTOBER 17, 2022

In an article from Harvard Business Review in Summer 2021 on Science of great writing The Science of Strong Business Writing (hbr.org) there was significant neuroscience evidence of the impact of writing on the reader’s brain. Scientific evidence on the impact of great writing. Still not convinced?

Remote Working

Remote Working Communication Internet Decision-making

Case studies: Marketing and Business Development at law and accounting firms

Legal marketing case studies – Law firm media relations and integrated campaigns (Kysen)

Be more strategic: Top-down or bottom-up, marketing and sales integration and property marketing

Referrer Management – Capacity and Capability

Campaigns, thought leadership and project management – Early engagement, scoping and risk management

Referrer management – Grading, Research, Discipline, Storytelling and Leveraging your exemplars

Professional services marketing/BD case studies – Moore Kingston Smith, Mazars, Capsticks, Fladgate, Travers Smith, Mills & Reeve and brand awards

Legal marketing case study – Thought leadership campaigns at Howard Kennedy (relationship breakdown and business agility)

PM Conference Report 2022: Strategy implementation, Employer Value Propositions (EVP), Storytelling and Client Feedback

Release time to become a more proactive Marketing and Business Development Executive (November 2022)

Key Account Management (KAM) – Research companies, use KAM technology and maintain momentum

Key takeaways from SAMA’s Annual Conference

The Proactive M&BD Executive – Culture shock, marketing models, fee-earner engagement, qualifications and social media

Coaching and Consulting skills – Limiting beliefs, approaches to helping and marketing consultancy

Proactive marketing and business development executives – CRM, internal engagement and career insights

Hooks, Headlines and Hard-Wired Words: 11 ideas for better writing

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