30th Annual PM Forum Conference 

Networking Breakfast and registration

Chair’s introduction

The purpose paradox: Why professional services firms struggle with authenticity

Many professional services firms are struggling with a fundamental identity crisis. Bright Space Communications’ research reveals widespread confusion about what purpose actually is and the commercial opportunity being missed as a result.

This session explores:

· Why many firms fail to align purpose statements with meaningful narratives

· The direct correlation between well-articulated purpose and stronger client relationships, talent retention and financial performance

· A practical framework for developing authentic purpose that differentiates your firm

You’ll leave with actionable insights to transform purpose from a box-ticking exercise into a powerful commercial driver for the firm as well as a bedrock for your brand communications.

Join an electrifying “Fight Club,” where Michael Graham and Shaendel Hallett will go head-to-head. This session promises to be a lively discussion on whether professional services firms should innovate by learning from other sectors or stick to their specialised knowledge. Shaendel will argue for breaking the mould, advocating for fresh marketing and business development strategies inspired by industries outside the professional services sector.

On the other side, Michael will defend the importance of sector-specific expertise, emphasising that the unique nature of professional services requires tailored approaches. Expect a dynamic exchange of ideas, as both speakers bring their perspectives to the table, challenging conventional wisdom and exploring new possibilities for the future of professional services. Don’t miss this engaging and thought-provoking session!

Coffee break

An opportunity to meet the sponsors, catch-up with old friends and make new ones.

The way in which consumers buy and use services today is fast changing. Technology is changing the consumer journey in terms of channels to market and access to information, as well as service deliver and customer experience. The continuous advance of online, digitalisation and artificial intelligence are all changing traditional forms of consumer behaviour. This session will raise awareness of shifting behaviours in B2C markets due to technology and explore how this will potentially impact professional service firms.

Bringing learning from outside in – translating through a PSF lens

Morning Breakout session

Choose one of the following:

Either:

Stay in the main hall for the overview option

Or:

Select one of the three workshops
(for in-house marketers/BD only)

LinkedIn Was Made for B2B – So Why Aren’t PSF Owning It?

Built for professional networking and B2B, LinkedIn should be the perfect platform for the professional services industry. So why aren’t we leading the way, and what more can we do? In this interactive workshop, Helen Burness will explore the barriers facing regulated professions and how marketers can drive real change, empower their firms, and help professionals build influence where it matters.

Writing: Can you become a better writer in just one hour?

Can you become a better writer in just one hour? We believe you can. We all know that good writing is the bedrock of marketing. But many of us would like to be more confident writers. If this sounds like you, sign up to the PM Forum writing masterclass. This hands-on, one hour session will adopt a ‘tools, not rules’ approach to help you craft with purpose and focus. PM Magazine editor Matt Baldwin and freelance journalist James Lumley will guide you through a practical, hands-on workshop that will help you: · Find the right ideas · Develop a clear structure · Keep an audience engaged · And help you become a more effective and productive writer This workshop is essential for those that regularly write articles, press releases, award submissions, presentations, social media posts, reports and white papers. This workshop will include a writing challenge with the chance to see your article published.

Beyond the brief: bringing best practice customer experience into your firm

Think about the brands and businesses you love—or the ones that frustrate you. From seamless online shopping to frustrating call centre loops, our personal experiences shape our expectations of great service. Your clients are having the same experiences and they are shaping what they expect from your firm and trusted advisers in general. In this interactive workshop, we’ll explore what makes customer experiences stand out (for better or worse!) outside the professional services world. We’ll look at how leading brands listen to their customers and turn insights into real improvements—and how you can apply the same thinking to your firm. We will be bringing this to life with a case study from Oxera. They have used the insights they gather to create a Client Charter Expect fresh perspectives and practical takeaways as we bridge the gap between your everyday experiences and your firm’s client journey.

Unleash Your Brand’s Inner Hero: A Creative Archetype Workshop (Reserved for CMOs and Directors)

Defining Your Brand Archetype Unlock the power of Brand Archetypes to shape your company’s identity and connect with your audience on a deeper level. In this interactive workshop, we’ll use a postcard-based exercise to explore and define the archetype that best represents your brand—or the one you aspire to become. Through guided discussions and strategic insights, you’ll gain clarity on your brand’s personality and receive an action plan to help you bring it to life.

Lunch break

An opportunity to meet the sponsors, catch-up with old friends and make new ones.

Brand – is yours of value?

Your CFO and Board don’t care what your brand stands for – they care about its value to the business. Understanding how a brand contributes to – and is valued by – your business is critical. What is a brand for in the professional services context and what is meant to do? What should you measure and with whom? And how do you build a strong brand?

Bringing learning from outside in – translating through a PSF lens

Breakout workshops

Choose one of the following:

Either:

Stay in the main hall for the overview option

Or:

Select one of the three workshops
(for in-house marketers/BD only)

Thought Makers: Being distinctive in a world of disruption to supercharge C-Suite sales

Writing: Can you become a better writer in just one hour?

Can you become a better writer in just one hour? We believe you can. We all know that good writing is the bedrock of marketing. But many of us would like to be more confident writers. If this sounds like you, sign up to the PM Forum writing masterclass. This hands-on, one hour session will adopt a ‘tools, not rules’ approach to help you craft with purpose and focus. PM Magazine editor Matt Baldwin and freelance journalist James Lumley will guide you through a practical, hands-on workshop that will help you: · Find the right ideas · Develop a clear structure · Keep an audience engaged · And help you become a more effective and productive writer This workshop is essential for those that regularly write articles, press releases, award submissions, presentations, social media posts, reports and white papers. This workshop will include a writing challenge with the chance to see your article published.

Beyond the brief: bringing best practice customer experience into your firm

Think about the brands and businesses you love—or the ones that frustrate you. From seamless online shopping to frustrating call centre loops, our personal experiences shape our expectations of great service. Your clients are having the same experiences and they are shaping what they expect from your firm and trusted advisers in general. In this interactive workshop, we’ll explore what makes customer experiences stand out (for better or worse!) outside the professional services world. We’ll look at how leading brands listen to their customers and turn insights into real improvements—and how you can apply the same thinking to your firm. We will be bringing this to life with a case study from Oxera. They have used the insights they gather to create a Client Charter Expect fresh perspectives and practical takeaways as we bridge the gap between your everyday experiences and your firm’s client journey.

Tea break

An opportunity to meet the sponsors, catch-up with old friends and make new ones.

The latest trends in marketing 

In this session, Joe will take everything is seeing and learning from his community of over 50,000 marketers and share it so you can stay on top of what’s happening, but perhaps just as importantly – how people are feeling.

Chair’s closing remarks

Conference close