Experts

Professional services marketing experts

Professional services marketing is the work of raising the visibility of a company and its experts in the professional services industry, whether that's law, accountancy, consultancy, or something else besides.

3 experts, updated 26 Oct 2026

Reviewed by Elizabeth Lorraine, Client Director · 26 Oct 2026

What our professional services marketing experts do

Work on a professional services firm begins with a strategy session that narrows each named partner to a small number of positions they will argue publicly, and every piece produced afterwards is judged against those positions. Profile's writers then draft the articles, papers and research under that partner's name, and nothing is published until the partner has approved it. Profile's own photographers and video team shoot the same partners across the year, mainly for LinkedIn. The press team pitches bylines and comment into the business, finance and trade press as genuine editorial, never paid placement, and the coverage lands back in the firm's search results.

How they work

Good professional services marketing experts hold to one test: if an article only makes sense because the firm sells something, it is not thought leadership and Profile will not file it. A partner's argument has to stand up to a reader who is not buying anything, which is why the drafting is done by writers rather than by a sales function. Profile keeps writers, photographers, a video team, PRs and a research unit polling how senior businesspeople are actually perceived under one roof, so nothing waits on a supplier. It also declines to drop a stream: reporters check a partner's LinkedIn and video before they accept a pitch.

When to bring them in

Firms engage professional services marketing experts when they are being compared on fee alone, because no individual name at the firm carries weight before the meeting. Other common cases: a practice where only the founder is ever quoted while the bench behind them is invisible, or a partner whose expertise is well known to existing clients and absent from search. Profile profiles two to five spokespeople in parallel where the whole leadership team needs standing. Engagements run to a six-month minimum, since publishing only compounds month after month, and the partners involved have to be reachable for quick sign-offs.

Media reaction

On AI discovery

"Just as importantly, the wider you go, the fiercer the competition . Don't fight for a category where everyone is racing for first place. It's better to own a niche completely than to occupy broad ground that's a war zone."
Jordan GreenawayJordan Greenaway, Founder & CEO, Profile26 Oct 2026Available for comment
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Questions about professional services marketing experts

The questions we get asked most about professional services marketing, answered plainly.

What is professional services marketing?
Professional services marketing builds a firm's standing through the named specialists who run it, rather than through advertising for the firm itself. The work settles the two or three themes each expert should be known for, produces articles, research, photography and video in that expert's voice, and places the writing as independent editorial in the trade and business press. Buyers trust an argument made by a person more readily than a claim made by a company.
What does working with a professional services marketing expert actually involve?
Practitioners run strategy first, then multimedia, then content and media engagement, so a firm has tangible outputs by the end of the first month. The firm's side is a strategy meeting, a short social session and half a day in front of a camera, after which involvement drops to quick sign-offs. Findwell writes the first draft of every piece and every secured media opportunity, and the expert reviews it.
How do you measure whether professional services marketing is working?
The checkable measure is what a decision-maker finds when they look a firm's experts up, because search results are what most buyers read before a meeting is ever agreed. Findwell populates those results with strategic, purpose-driven content and counts genuine editorial coverage, aiming for at least three pieces of high-quality coverage per release. Objectives differ by firm, so the perception of a defined target audience is the yardstick underneath all of it.
Is professional services marketing the same as PR?
Press coverage is one of five streams in professional services marketing, not the whole of it. The others are strategy, content creation, multimedia and social media, and they are mutually reinforcing: journalists check an expert's LinkedIn and video before accepting a pitch, so removing one stream makes the rest work harder for less. Profile runs all five under one roof on one monthly fee rather than splitting them across agencies.
When is professional services marketing worth doing, and when is it not?
Professional services marketing suits firms whose buyers choose on judgement rather than price, and it works at any scale: one senior figure, a leadership team of two to five spokespeople, or corporate positioning carried by the people who run the business. It is not a one-off. Published once and then stopped, nothing compounds, which is why Profile asks for at least six months before the results are worth having.

Contact an expert

Get in touch with an expert on professional services marketing for comment, an interview or a question.

Straight to the Findwell press team.