How do professional services and B2B firms capitalise on the strategic marketing and business development opportunities emerging for 2026?
In this webinar, we explored the findings of the 14th annual Strategy and Marketing Benchmark, which will allow you to compare your plans and priorities with those of your peers in the UK and around the globe.
Alastair Beddow, Managing Director at Meridian West, which conducts the research on behalf of the Forum, provided an overview presentation of the findings of the 2026 Benchmark. This was followed by a panel discussion involving well-known marketing leaders from a range of professional services sectors.
The 2026 Benchmark explores:
-Perspectives on the economic outlook for professional services around the world.
-The contribution of Marketing and BD to the growth agenda.
-The implications arising for firms’ Marketing and BD activities, budgets and priorities.
-How Marketing and BD can build confidence and foster a growth mindset among fee-earners.
In addition to responses from the UK, this year’s Benchmark includes marketers from PM Forum’s newest groups in Canada, India, Spain, and the Middle East. On top of this, senior members of ICON APAC – a membership body of some 3,000 professional services marketers in Australia, New Zealand, Hong Kong, Singapore and other countries across Asia-Pacific – all completed the Benchmark. This facilitates even richer international perspectives and comparisons.
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