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  • ICON Webinar: B2B Marketing in Professional Services

ICON Webinar: B2B Marketing in Professional Services

  • 21 July 2022
  • 13:00 - 14:00
  • *Times stated are in Australian Eastern Standard time. Webinar login details will be emailed to registrants.


Registration is closed

ICON APAC was recently asked to partner and participate in the Professional Services stream at the recent B2B Marketing Leaders Forum in Sydney. Our President, Fraser McNaughton, shared the latest trends and insights gleamed from recent ICON surveys and beyond with former President and Global Chief Client Officer at GHD, Sonia Adams, and the Head of Marketing & Communications at BCG, Janelle Cook. They all shared their main challenges and opportunities as B2B marketers in professional services including:

  • Building brand and managing transformation, change and growth in professional services
  • The importance of brand and positioning in an undifferentiated industry
  • Engaging your people (engineers, lawyers, accountants etc) as your brand ambassadors and thought-leaders
  • The digitally enabled professional services firm – driving and building digital capability within your organisation
  • Providing an omni-channel experience in professional services
  • The “sales” and marketing alignment and relationship in professional services
  • Adapting and leveraging Account Based Marketing (ABM) in Professional Services
  • Advancing the marketing department as credible, growth and revenue driver for the business

Fraser McNaughton, Sonia Adams and Janelle Cook will share these insights with the ICON community in this webinar.

Presenter Details:

Fraser McNaughton, Chief Marketing Officer at Grant Thornton & President of ICON APAC

Fraser McNaughton is the Chief Marketing Officer at Grant Thornton Australia. Based in Sydney he leads a national team of highly experienced and enthusiastic marketing, sales, and communications professionals, together, responsible for defining and delivering Grant Thornton’s go to market vision, strategy and objectives.

Fraser is an experienced and intuitive marketing and sales professional who, as a member of Grant Thornton’s executive team, has a particular passion for improving client interactions as a driver of better client experiences and the foundation to brand loyalty and sustainable revenue growth. He has over 25 years experience and a proven record of achievement in the professional services, financial markets, insurance and digital media industries.

Fraser is ICON APAC’s current President.

Outside of work Fraser enjoys quality time with his family and prolonging his football career as long as he can.

Sonia Adams, Chief Client Officer, GHD

It turns out CX transformation in professional services firms is Sonia’s passion project. As a member of the global executive in her role as Chief Client Officer, Sonia leads GHD’s clients and markets strategy. With a history of relationship manager, market leader and global strategic pursuits leader roles in her GHD background over the past 13 years, Sonia has spoken to thousands of clients. Now she’s busy turning the gift of their feedback into actionable, culturally embedded ways of working.

With more than 20 years in professional services her learning road included roles at Norton Rose, PwC and GHD. Sonia is a former President of APSMA, Vice Captain at her golf club and passionate about ensuring the sustainability of rural communities. She lives her life finding the fun in every moment.

Janelle Cook, Head of Marketing & Communications, Boston Consulting Group ANZ.

With a 20 year career spanning across both B2B and B2C environments, including many category-leading organisations and a stint in NSW Government, she has experience in developing strategies across many industry sectors, including Professional Services. Her current remit sees her responsible for building the BCG brand, particularly as the firm moves into new and competitive areas, creating opportunities for growing connections with clients and sharing thought leadership on key topics, and shaping the long term strategy for how BCG is positioned in the market place.

Janelle’s strong leadership skills and experience have allowed for many successful structural and cultural transformations and she has a passion for building high performing teams. Her biggest frustration in Professional Services is the (lack of) attribution of marketing effort to commercial outcomes, but it’s also her greatest opportunity to drive change and ensure marketing has a seat at the table with the Board, so she persists (and hope’s one day someone can help her solve this!)

Event Details:

Thursday, 21 July 2022
Auckland - 3:00 pm - 4:00 pm
Sydney / Melbourne - 1:00 pm - 2:00 pm
Adelaide - 12:30 pm - 1:30 pm
Brisbane - 1:00 pm - 2:00 pm
Hong Kong / Singapore / Perth - 11:00 am - 12:00 pm

Free to ICON members
AUD 90 for non members
Webinar login details will be sent to the registrant upon registration.

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