• Professional Services

How technology drives marketing intelligence

Intapp recently connected with industry influencer, Kim Tasso, to discuss how technology is impacting and improving marketing. Tasso, the managing director of RedStarKim Ltd., is an independent management consultant specializing in the professional services sector.

This is part two of Intapp’s two-part conversation with Tasso. Part one provides tips about driving successful marketing programs in the professional services sector. 

Intapp: How can technology enable professional services firms to make more data-driven decisions?

Kim Tasso: Data, information, and insight are the foundations of good marketing. Technology is required to enable marketers to evaluate what has happened in the past. But more importantly, technology is also now able to  predict what might happen in the future.

Many professional services firms have a lot of data that is inaccessible and in the wrong format for use by marketers. Other professional services firms seem to think that marketing is purely about creativity and promotion. They don’t give marketers the time or access to analyze information about markets, clients, and performance. Too many marketing programs fail because they are “data-free,” based on assumptions and conjecture rather than hard facts.

Intapp: How can technology guide marketing efforts at professional services firms?

KT: Technology can automate routine tasks and supplement decision-making.

There is a wealth of martech (marketing technology) out there. It helps with everything from analysis, planning, and content creation. Effective martech also helps disseminate relationship management and analytics on engagement and conversion.

There are some great examples of smart systems guiding the development of plans, the interpretation of data, the compilation of pitch documents, and predictive systems identifying opportunities early. There are even some smart automatic coaching systems.

Intapp: How will AI impact marketing and sales?

KT: I found the World Economic Forum report on the future of jobs really interesting. It shows that generally marketing and sales roles will be protected from automation, as they are often reliant on people skills.

That subject is very close to my heart as a dual qualified psychologist and marketer whose last book was on the human elements of business relationships. It also showed that, specifically, the professional services sector would see a net increase in jobs ― although routine tasks will be automated.

Intapp: How is technology affecting what talent and skillsets marketing teams require?

KT: I recently read a book called Advanced Marketing Management. It showed that the four Ps of marketing will evolve, and marketers will have to extend their skills base into neuroscience, predictive skills, adaptability skills, and innovation.

All of these areas are well supported by AI, automation, and technological augmentation. So, yes, I see marketing being well-supported and supplemented by AI.

The real question is whether professional service firms will ever look up from their obsession of using technology to achieve efficiency cost savings to looking at technology to achieve real competitive advantage by its innovative application at the sharp end of client relationships.

Learn about the ways you can start using modern technology to fully leverage the power of your client relationships.