In the realm of B2B professional services, advertising is frequently one of the least utilized marketing tools. Earlier this year, Thompson Reuters published their "State of Global Legal Marketing & BD" report, revealing that professional services marketers rated advertising as the least effective marketing tactic, behind PR, social media, and client education.

In this episode of the CMO Series Podcast, Lee Grunnell, CMO at Womble Bond Dickinson joins Charles Cousins to discuss the importance of advertising in professional services, exploring the common misconceptions and the opportunities for firms.

Lee and Charles cover:

• Why marketers should rethink their priorities when it comes to advertising
• What effective advertising in professional services looks like
• The considerations or constraints that make advertising for a services firm unique in comparison to other industries
• How to approach getting buy-in for advertising efforts at a firm
• The results from advertising at a services firm, and how can marketers measure the success
• Lee’s advice for CMOs thinking about implementing advertising as part of their marketing mix