AI and automation are reshaping how professionals engage with their clients and promote their services, but is there any room left for human creativity?

In today’s episode of the CMO Series Podcast, Charles Cousins is joined by Nicholas Barrows, Director of Marketing at Trowers & Hamlins, to discuss the evolution of AI, data and creativity in marketing and business development.

Nicholas shares his insights on how AI is transforming the professional industry, the journey of their data-driven campaigns like ‘Rethinking Regeneration’, and how professionals can blend AI, data, and human creativity to promote greater client engagement.

Nicholas and Charles cover:

• How AI and data have changed the way professionals engage with their clients in marketing and business development, and where human creativity fits into this.
• How to leverage AI and automation to uncover new opportunities and drive business development efforts.
• The ‘Rethinking Regeneration’ campaign, and the roles technology and data-driven client engagement play alongside human creativity.
• The challenges of delivering the ‘Rethinking Regeneration’ campaign and how they were tackled.
• Advice for professionals looking to blend AI with creativity for better client engagement.

Thought leadership and content marketing is important in the world of professional services, as it showcases what your firm has to offer and builds client relationships. However, there are many platforms that enable firms to create content and share thought leadership, but the main question is how can firms centralise thought leadership by bringing their lawyers onto a single platform.

In this episode of our CMO Series Digital Masterclass, Will Eke is joined by Chris Yates, Digital Marketing Manager at Bristows. Bristows has seen remarkable success, with over 150 authors contributing more than 900 insights, resulting in over 330,000 views.

Chris discusses how firms can reshape their approach to thought leadership, and how to bring lawyers onboard this journey and streamline thought leadership. Additionally, talks about how he has helped Bristows reshape their approaches to thought leadership and content marketing, and explores the broader internal communications approach that contributed to the success of this transformation.

Will and Chris covers:

• What platforms and through leadership strategies was Bristows using at the time Chris joined them.
• The turning point for Bristows to start consolidating the firm's thought leadership and content platforms and what action was taken.
• The steps to managing and streamlining the new strategy and platforms.
• How to get lawyers engaged with the new process and the importance of key internal relationships to making the initiative successful.
• The strategies used when implementing the adoption of Passle across the firm.
• The feedback that has been received from lawyers and partners using Passle and the impact it has had on business development.
• The future of Bristows’ thought leadership strategy
• Advice for getting lawyers on board and using a thought leadership platform making it a success.

AI is being leveraged in professional services marketing at a rapid rate, yet there are limited examples of successful adoption.

In this episode of the CMO Series Podcast re-release series, Tracey Whyte, Director of Business Development and Marketing at Piper Alderman, speaks with Charles Cousins to share practical tips on the applications of AI that she has been using to drive the firm in the market. She also shares the challenges that come with applying AI and how she's navigating them.

Key highlights from this episode include:

• Tracey’s journey to Piper Alderman
• The early steps to adopting AI
• The use of AI across the marketing and BD functions, and its purpose
• Advice on how to get the most from AI