2021, Account marketing and Digitalization

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

Red Star Kim

DECEMBER 19, 2023

The challenge was to raise BBK’s profile in an increasingly busy space and ensure that it integrated with the firm’s wider digital marketing (especially it’s SEO and Google rankings). After the campaign, the evergreen content served as a valuable digital asset that continued to draw traffic to the site.

Media

Media Insurance Marketing Emotional Intelligence

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

Red Star Kim

NOVEMBER 17, 2023

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. The firm had never worked with a creative agency or run a digital marketing campaign. Some competitors enjoyed 2.5

Marketing

Marketing Key Account Management Innovation Account Management

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

Red Star Kim

JUNE 27, 2023

I’ve worked on a lot of digital projects in the past but want to refresh my knowledge and transfer skills to comms projects and campaigns.

Leadership

Leadership Management Stakeholders Communication

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

Red Star Kim

DECEMBER 18, 2023

Integrating marketing and sales strategies There were several occasions where the need for better integration between marketing (driven by campaigns from the marketing and digital marketing teams) and selling (supported by business developers but often led by fee-earners) was mentioned.

Marketing

Marketing Strategic Thinking Stakeholders Artificial Intelligence

Referrer Management – Capacity and Capability

Red Star Kim

OCTOBER 16, 2023

While the delegates had some exciting mountain climbing, sailing and diving adventures to report – they observed that often their people focused on digital events and tended to be “chained to desk ”. This had been exacerbated by Covid and working from home practices. Referrer management activities were varied and sometimes creative.

Management

Management Onboarding Emotional Intelligence Communication

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

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

Red Star Kim

APRIL 12, 2023

However, the digital revolution reduced the distinction between B2C (Business to Consumer) and B2B marketing with increasing use of digital marketing throughout the professional services client journey. Would you recommend doing a professional marketing diploma as it incorporates digital marketing?

Media

Media Marketing B2C Stakeholders

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

Red Star Kim

DECEMBER 2, 2022

Digital skills. Account management and selling skills. 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). Understanding of ESG and D&I.

Marketing

Marketing Communication Meetings Strategic Thinking

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

Red Star Kim

DECEMBER 5, 2023

Geographical and psychological distance can seem larger when in a digital space. Ideas to enhance engagement To reduce “us and them” (fee earners and marketing) feelings we can try to invoke a sense of ingroup and a shared social identity. Finding ways to meet with people in real time (such as at social events) can help.

CRM

CRM Marketing Interpersonal Skills Client Relationships

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

Red Star Kim

JUNE 15, 2023

Sendoso and Reachdesk technology platforms to help provide offline care packages and gifts Smartology’s SmartMatch Saas platform for contextual advertising Third party data providers (see above) such as Demandbase, 6Sense and Terminus for overall campaign orchestration and analytics GoodData and Tableau to enhance account dashboards (Datorama for aggregation) (..)

Key Account Management

Key Account Management Account Management Management Client Relationships

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

Red Star Kim

FEBRUARY 14, 2023

Develop marketing consultancy skills There was considerable discussion about the changing nature of our roles in marketing and business development. Marketing consultancy (whether inhouse or an external consultant) requires a slightly different mix of skills to other types of consultancy.

Emotional Intelligence

Emotional Intelligence Marketing Stakeholders Communication

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. Marketing supports messaging, digital advertising, and critical signals that informs the SAM.

Digital Transformation

Digital Transformation Account Management B2B Advertising

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

Red Star Kim

OCTOBER 17, 2022

Digital marketers will tell you that the first two words are the most important. 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. Video) (kimtasso.com).

Remote Working

Remote Working Communication Internet Decision-making

Strategic Accounts Today

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

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

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

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

Referrer Management – Capacity and Capability

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

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

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

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

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

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

Key takeaways from SAMA’s Annual Conference

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

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