The Proactive Marketing Executive
This is a popular interactive full day workshop for senior marketing/BD assistants and executives who want to a) move from responsive service provision into a proactive advisory role and b) grow into more managerial, strategic and client-focused areas. This intensive workshop expands on the themes in the Practical and Professional Skills for Marketing Assistants workshop and allows more time to explore the issues. This workshop contains several group exercises which provide ample opportunity to talk to and learn from other participants.
Topics covered
Orientation
• Aims, agenda, rules of engagement and introductions
• Being proactive, confident, challenging and focused
Group exercise 1: Fundamentals quiz
Towards strategic marketing
• BD – marketing, selling and relationship management
• Buying processes and the client journey
• Strategy, the marketing mix, segmentation and the sector matrix
• How marketing audits and plans help you to help fee- earners
• Goal-setting and measuring marketing effectiveness (ROI)
Group exercise 2: Tactical marketing and BD techniques
Extending tactical marketing knowledge
• Toolbox and campaign competencies
• The shift from outbound to inbound marketing
Group exercise 3: Techniques in depth
• Digital PR and content management
• Campaign development and thought leadership
• Selling, tendering and new business development
• Relationship management and KAM
• MarTech in professional services firms
Managing tactical marketing programmes
• Crisis management
Group exercise 4: Managing marketing/BD operations
• Developing effective briefs and managing suppliers
• Managing junior marketing staff (and resilience)
• Balancing priorities, time, and project management
Working more closely with fee-earners (internal clients)
Group exercise 5: Relationships with fee-earners
• Dealing with ‘difficult’ people
• Developing your personal profile – trust and positive communication
• Influencing and achieving buy-in
Getting closer to clients
• From marketing to business development
• The sales and decision-making processes
• Pitching and tendering
• Developing your market, product, and client knowledge
Developing your career
• Marketing qualifications and skills
• Team structures and career paths
Group exercise 6: Future career questions
To facilitate interaction, workshops are restricted to 18 attendees – maximum of four from the same firm.
Pricing
First attendee £450 +VAT
Second attendee £440 + VAT
All subsequent attendees £430 + VAT
Book now
Cancellations/Substitutions
Cancellations/Substitutions
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the workshop or within three working days of an invoice being issued that is dated within a month of the workshop date. A cancellation fee of £50 + VAT will be incurred per person. Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
Eligibility
This training course is open solely to member firms of the PM Forum, a worldwide group of over 3,000 marketers in professional services firms.
Speaker
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Kim TassoRedStarKim LtdKim Tasso has worked within and for over 200 professional partnerships in the legal, accountancy and property sectors for over 20 years and continues to do so as a management consultant.
She also has direct client exposure from working with organisations in the technology, education, creative, media, real estate and not-for-profit sectors.
Unusually, she combines psychology, marketing and business qualifications so is effective as both a professional trainer, facilitator and coach and also as a subject matter expert in a variety of strategy, marketing, selling and relationship management topics.
She is highly rated as a trainer and coach for lawyers, accountants and surveyors and also lectured on Chartered Institute of Marketing (CIM) professional marketing qualifications for Cambridge Marketing College.
She is the author of books on soft skills, growth strategies, business development, media relations and business development and a prolific conference speaker and journalist. She is also a member of the PM Magazine Advisory Board.
