Articles from February 2020

Case study Member only

Tania Hemming shares the thinking behind Morton Fraser’s latest campaign and award-winning marketing approach.

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Feb
2020
Global Village Member only

Appointments, promotions and departures.

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How to ... Member only

In this extract from his recent book, John de Forte discusses how procurement specialists are influencing clients’ choice of external advisers.

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Insight Member only

Firms tend to focus on relationships with ‘decision-makers’ and overlook the ‘influencers’. Graham Archbold suggests ways to revise and humanise buyer segmentation.

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lcarus reboot Member only

The year has begun inauspiciously for Icarus.

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Leader

Despite few plans surviving encounter with reality, few would dispute that planning is indispensable.

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Marketing basics Member only

Richard Gerrard looks at ways to mobilise your firm’s ideas to win profitable business.

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Network Member only

Lydia Lyons explores the value of studying for and completing the CIM qualification.

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Opinion Member only

Kate Pickering explores how to rise above the white noise of increased competition.

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Practice profile

London law firm Howard Kennedy sees vast opportunities on the horizon, and has been working hard to prepare for them. Managing Partner Craig Emden and Business Development & Marketing Director Daryl Atkinson tell Neasa MacErlean how they are targeting particular areas in the UK and around the globe.

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Research report

The PM Forum’s eighth annual Marketing Leaders’ Benchmark shows professional firms investing in brand differentiation, marketing automation and client experience. But, asks Alastair Beddow, do they have the right metrics in place to keep track of their success?

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Review Member only

Review Bev Burgess's book.

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Technology Member only

In the first of two article, Kim Tasso provides an overview of the main systems in use in the professions.

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Viewpoint Member only

Greg Hobden looks at how the top law firm websites are measuring up – and what all PSF’s can do to improve the impact of their brand and digital experience.

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