All about the journeyDelivering a great client experience

in the golden age of marketing

21st PM Forum Annual Conference 29 September 2016, London

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Conference overview

There’s never been a more exciting or challenging time to be in professional services marketing.

Across the different sectors, markets are being reshaped by consolidation. Client demands are continually on the rise and increasing competition means real, organic growth is elusive for many. New regulation and technology are reshaping the way firms work with clients. As more Millennials take up decision-making roles a completely new – and different – generation of buyer is emerging.

Because of these shifts, opportunities abound and we’re entering a golden age of marketing.

Articulating and communicating a relevant, authentic and distinctive story is paramount. At the same time firms have more channels, practices, sectors and geographies than ever before; finding a simple way for your message to cut through the noise is essential.

As marketers have access to more and more data and insight, they’re being presented with opportunities to influence the business outside of their own traditional function. This is all being played out within a new digital economy, where marketing is continuous and speed is critical.

Running alongside these trends is an emerging recognition about the importance of delivering a great client experience. What does it feel like to be the client of a professional firm? Commonplace in many industries for decades, most professional services firms are only just starting to recognise how critical it is to understand and influence the client journey.

‘All about the journey’, the 2016 PM Forum Conference, tackles this topic head on. Via presentations, breakouts and large group sessions, our expert speakers will share how to harness the latest marketing trends across the different stages of the client journey.

Afterwards, you’ll have all the tools you need to define and understand the journey your clients take with you and know how to deliver a great client experience that encourages loyalty and advocacy.

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Conference Programme 2016

09.00

Breakfast and Registration

09.25

Chair’s introductionGraham MundayHydrock

09.35

The future of the professionsRichard Susskind

Everyone who works in professional services marketing will recognise at least some of the trends challenging the professions. The move from bespoke service; the bypassing of traditional gatekeepers; a shift from a reactive to a proactive approach to professional work; and the more-for-less challenge.

Richard will explore these trends and explain why the professions are failing – economically, technologically, psychologically, morally, qualitatively and in terms of their inscrutability. He will then suggest how the professions can and should be revolutionised through the use of technology and what that means for delivering a great client experience in the post-industrial age.

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10.15

The five elements of the golden age of marketingPaul EnglishGrant Thornton

11.25

Creating a client journey that delivers long-term loyaltyIan Golding

10.55

Coffee

The 21st century is presenting fascinating opportunities for marketers, with five critical factors rising to the top of the agenda above others:

• Science• Simplicity• Speed• Story• Substance

Sharing insights gained from over 15 years in senior marketing leadership roles, Paul will explain how professional marketers can harness these elements to become more successful – from finding new ways of targeting and measuring ROI, through shaping the wider business to creating a culture of urgency in a digital economy.

Client journey planning and client experience are common phrases in most industries, but not professional services.

What does the client experience with a professional firm look like? How do they choose who to work with? What’s most important when they’re working with them? How do you build a long-term relationship? How do you identify the different touchpoints at each stage of the client journey?

Sharing experiences from organisations all over the world, Ian will explore these questions and share ideas about how to answer them and deliver a client experience that will help you stand out against your competitors.

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Morning Breakout Sessions

12.05

It’s the experience clients have with you that will deliver long-term loyalty and advocacy. However, professional services firms face a unique challenge: how do you deliver an experience that’s best practice in terms of quality but also distinctive to your brand proposition? This session will show you how to:

• Understand what the client journey looks like for a client.

• Identify and prioritise the different touchpoints that exist within each stage of the client journey.

• Create frameworks that help people understand what best practice is and how to deliver it.

For too long brand and branding has been ignored in most professional firms. However, as competition increases and buyers become increasingly savvy, a distinctive brand proposition is a critical early part of the client journey. This session is perfect for the marketer who needs to refresh their firm’s brand, exploring:

• How to really stand out in markets where everyone says and does the same thing.

• Bringing your brand to life by saying what you do and doing what you say.

• Practical steps you can take to help uncover and articulate exactly how you’re distinctive.

Digital marketing offers unparalleled ways for professional firms to tell their story and reach their audience. However, it’s still a tool that most firms are struggling to get right. How can you combine the right digital channels available to maximum effect? This workshop will share best practices to help you:

• Set clear objectives to underpin your digital strategy and enable you to measure its success.

• Understand each of your audiences, which digital channels to use and when to use them.

• Join up your marketing so it’s more effective and delivers a better return on investment.

Your first choice – either stay in the main hall for the Overview option or select one of the five interactive workshops.

Creating an effective client experience framework Lee Grunnell Thirteen

Developing a more distinctive brand proposition Richard Silbermann Brand Remedy

Using digital to influence the client journeyMatt Horsup Itineris

OVERVIEW OPTION WORKSHOP OPTIONS

A B

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Content isn’t king. Good content is king. While most firms accept that content marketing should be a core part of their offering, there’s often a lack of real understanding about exactly what content marketing is. So how do you get it right? Join this workshop to find out how to:

• Generate a flow of ideas to help you identify the right content for your strategy.

• Use the right channels to get content to the right people at the right time.

• Maximise the potential of the content you create and sustain it over the longest timeframe.

Many professional firms only think of brand and client experience from an external perspective. This is, of course, critical, but it misses another fundamental component of an organisation’s success – its people. This workshop is perfect for senior marketers who want to understand how they can combine them and find out:

• How to create the right environment to encourage people to deliver a great client experience.

• Why values are critical in order to get your people to demonstrate the right behaviours.

• How your people and client brand can work in tandem to deliver a consistent message.

Winning clients is one thing, but getting it right when you’re working together is another. Done properly, your key account management programme can be the perfect tool for delivering a great client experience at the most critical stage of the client journey. This workshop will share insights to help you:

• Understand how to use key account management as a powerful and binding client experience vehicle.

• Define the different touchpoints within the client journey that emerge throughout an effective KAM programme.

• Prioritise and focus investment to deliver a great experience and help the firm stand out.

The secrets to content marketing successSteve Smith & Judy Armstrong Thirdperson

Combining the external and internal aspects of brandIngrid BrownEmperor

Managing your key accounts betterFiona McCambridgeRedstone ConsultantsC D E

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When he established Radiant Law in 2011, Alex Hamilton showed that it is possible to create a new way of delivering professional services. Since then he and the team have continued to evolve the way they work with clients, pioneering developments in product development, pricing, project management and the use of technology.

In this session Alex will share his personal experiences of identifying where opportunities exist to do things differently. He will talk about how he designed Radiant Law around key client touchpoints and inspires people in every profession to think differently about delivering great client service.

Client feedback is the way to finish the client journey, confirming that firms have delivered on the promises they made at the beginning. However, not everyone does it, while those that do often fail to act on what they learn. Join this session if you want to learn how to:

• Create a client feedback programme that asks the right questions to influence the client journey.

• Gain buy-in from your people and clients to ensure you obtain the relevant insight.

• Use the feedback you collect to deliver a better client experience that encourages client loyalty.

OVERVIEW OPTION

Afternoon Breakout SessionsAnother choice to be made – either stay in the main hall for the Overview option or select from the same list of interactive workshops as in the morning (see pages 4 and 5).

Using client feedback more efficientlyTim Nightingale Nisus Consulting

13.05

Lunch

14.00

Reshaping a traditional business modelAlex Hamilton Radiant Law

14.40

WORKSHOP OPTIONS

Developing a more distinctive brand proposition Richard Silbermann Brand Remedy A Using digital to influence the client journeyMatt Horsup Itineris B The secrets to content marketing successSteve Smith & Judy Armstrong Thirdperson C Combining the external and internal aspects of brandIngrid Brown Emperor DManaging your key accounts betterFiona McCambridge Redstone Consultants E

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15.40

Tea

Every professional firm talks about added value services they offer and how they add value to their clients. But how do firms and marketers define what adds value? Do they measure the value they think they’ve added?

During this discussion our panel of procurement specialists will share how they assess the propositions firms offer them and how distinctive they are. More than that they’ll explore how they define and measure value and explain what firms need to do to really stand out in this area. This session is essential to make sure your firm really adds value to your clients.

Panel includes: Stacey Coote, Yerra Solutions David Corner, AXAAlan Gotto, Constellia

17.00Drinks reception

18.30Drinks reception ends

16.50Chair’s closing remarks

16.10Panel discussion: What do clients mean when they talk about added value?

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Who’s who

Judy ArmstrongJudy uses her passion for words, design and technology to help organisations to create the right content and get it to the right people in the right ways. Prior to Thirdperson, Judy specialised in brand, communications and CRM at Smith & Williamson.

Ingrid BrownIngrid is a brand and marketing communications specialist with 18 years’ experience working in senior marketing roles and as an independent consultant. She specialises in helping businesses express their brand story in a differentiated and relevant way that helps drive sustainable growth.

Stacey Coote Stacey has nearly two decades of spend management experience in large organisations including Accenture, AIG, AstraZeneca, Royal Bank of Scotland and PwC as well as a large UK law firm. Since 2001, he has been specialising in managing legal spend for large global companies and supporting legal department operations.

David CornerDavid is supply chain manager at AXA Insurance. He’s previously managed procurement and sourcing teams at QBE, Hastings Direct and Lloyds Banking Group. In these roles he’s led numerous tender processes and panel reviews for professional services, as well as managed supplier relationships through KPI and SLA tracking and performance reviews.

Paul EnglishPaul is the global head of marketing, brand and client experience at Grant Thornton International. This role focuses on building brand globally, enhancing client experience, communicating global capabilities to the market, accelerating digital strategy, as well as building internal understanding of the strategy and brand within Grant Thornton firms across 130 countries.

Ian Golding Ian is a certified customer experience professional and customer experience specialist. He’s spent over 20 years in business improvement, working in industries such as automotive, financial services, logistics, pharmaceuticals, technology and utilities.

Alan GottoAlan is managing director of Constellia, experts in the strategic sourcing of legal, consultancy and accountancy services. He originally qualified as a solicitor with Trowers & Hamlins before becoming a strategy consultant with Adventis. Subsequently, he has been responsible for global professional services procurement at multiple blue chips, including Deutsche Bank, Aviva and Worldpay.

Lee Grunnell Lee is founder and director of Thirteen, helping professional firms articulate, communicate and demonstrate how they’re distinctive. He’s the former marketing director of three law firms and has led numerous mergers, rebrands and strategy development.

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Alex Hamilton Alex is the CEO and co-founder of Radiant Law, a new type of UK law firm that supports clients with both high volumes of commercial contracts as well as their high value outsourcing, technology and commercial agreements. Previously Alex was a partner at Latham & Watkins and co-chair of Latham & Watkins’ global Technology Transactions Group.

Matt Horsup Matt is head of digital at Itineris, a multi-award-winning digital marketing agency. They specialise in strategy, design, build and ROI focused marketing. Itineris has won various awards for their work, including from Interactive Media Awards, Davy Awards and W3 Awards.

Fiona McCambridge Fiona has over 10 years’ client relationship management and business development experience within the professional services industry. She has extensive experience of using client development tools to identify market opportunities and to bring new ideas to market. She’s recently completed an MBA, specialising in Strategic Management and Client Development.

Graham Munday Graham is marketing director at engineering consultants Hydrock. He’s worked in both plc and private environments, reporting to CEOs and global MDs. In addition to being a CIM qualified marketer, he’s also the chair of the PM Forum South West Committee.

Tim Nightingale Tim founded Nisus Consulting in 1996 to help professional services firms become more client focused. He has an MBA from Cass Business School, is a Fellow of the Chartered Institute of Marketing and a full member of the Market Research Society.

Richard Silbermann Richard is the creative director of Brand Remedy and one of the pioneers of branding in professional services. His sector experience includes legal, accountancy, wealth management, financial services, real estate and public sector.

Steve Smith Steve is the content director at Thirdperson, with more than 20 years’ experience as a professional writer, editor and communications specialist. He was formerly head of marketing communications at Smith & Williamson.

Professor Richard Susskind OBE Richard is an author, speaker and independent adviser to major professional firms and national governments. He is President of the Society for Computers and Law, IT Adviser to the Lord Chief Justice, and Chair of the Advisory Board at the Oxford Internet Institute.

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Testimonials

PM Forum Conference 2015

It’s not often you see this quality and volume of relevant marketing knowledge, made this accessible and engaging.

This year’s PM Forum Conference was one of the best conferences I have attended for a long time – providing an excellent balance of academic study, evidence-based research, industry/commercial experience and practical application. I left with a number of actions which I can genuinely take away and use immediately.

It’s worth taking a day out and coming to the PM Forum Conference. You will come away having learnt things, having had time to think and reflect on your own role and firm and with some great ideas to take forward.

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This conference is the best event of its kind I have ever attended. If you want to thrive as a marketer in the professional services sector, it is a must.

A thoroughly insightful day full of opportunities to reflect, listen and engage with some of our industry’s leading thinkers. I would highly recommend attending any future conferences.

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PM Forum Conference 2016

All you need to know

THURSDAY 29 SEPTEMBER 20169.00am Breakfast and registration6.30pm Reception ends

VENUECongress Centre28 Great Russell StreetLondonWC1B 3LS020 7467 1318

FEEPrior to 30 June: £505 + VAT (£606)Thereafter: £605 + VAT (£726)

Fee payable with booking.

SUBSTITUTES AND CANCELLATIONSUp to 19 August 2016 Full refund minus £75 (plus VAT) cancellation fee.No refund after 19 August 2016.

Cancellations must be made in writing. Substitutes are welcome.

PMI reserves the right to cancel with no liability beyond refund of fees paid.

CONTINUING EDUCATIONThe conference is recognised by the CIM for CPD purposes.

ELIGIBILITYThe conference is open solely to members of the PM Forum and MPF Marketing Group.

FURTHER INFORMATION AT www.pmforum.co.ukwww.mpfglobal.com

020 7786 9786pmf@pmint.co.uk

Save the dateOur 22nd PM Forum Conference will take place on:Thursday 28 September 2017

BREAKOUT SESSIONSPlease mark two sessions (1 for first choice, 2 for second choice) for both the morning and afternoon:

am pm Overview option

A Distinctive brand proposition

B Using digital to influence the client journey

C The secret to content marketing success

D External and internal aspects of brand

E Managing your key accounts better

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FEEPrior to 30 June: £505 + VAT (£606) Thereafter: £605 + VAT (£726)

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PM Forum Annual Conference 2016

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