Category: Marketing Strategy and Planning

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How to measure ROI in marketing for services firms


What are the marketing budget benchmarks for professional services firms?

Before you can measure whether your marketing is delivering a return, you need to know whether your investment level is appropriate for the business goals in the first place. Spending too little on marketing limits what is possible; and spending without a clear strategic framework makes it difficult to know what is working. Understanding how your marketing budget compares with relevant market benchmarks provides a useful starting point for assessing whether your investment is at the right level.

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Interim marketing manager, for growth and transition

How interim and freelance marketing management gives small and medium sized businesses senior strategic and hands on input, for growth, transition and projects. 

Imagine a 25 person consultancy business whose marketing lead has just handed in their notice. The directors like where marketing was heading, but nobody in the business has the time, expertise or the seniority to keep marketing delivering against the growth plan while they recruit. They don’t want to leave the business at risk of losing marketing momentum, disrupting the sales pipeline or slowing sustainable growth.

What businesses need in that moment is senior strategic and hands marketing on input rather than more junior capacity. Traditionally that meant a lengthy search and a permanent commitment. However, n interim marketing manager brings senior expertise into a business exactly when it is needed, for as long as it adds value. This gives the businesses immediate strategic capability and implementation skills while retaining the flexibility to decide whether and when a permanent appointment is the right next step.

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How is the Iran conflict affecting UK small businesses and what does it mean for your marketing?  

As tensions escalated throughout March 2026, the effects of the conflict involving Iran, the US and Israel began to ripple far beyond the Middle East, with disruption to global energy supply and trade routes quickly feeding into the wider economy.

The conflict has pushed inflation higher and growth forecasts lower for 2026, prompting many UK businesses to adjust their marketing and operational strategy.

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The UK Business Outlook 2026 to 2030, What the Numbers Mean for Professional Services

How will these insights influence your outlook and marketing strategy? To help answer that, this business overview draws on the latest UK Government and Office for National Statistics (ONS) releases. It includes the 2025 Business Population Estimates, ONS business activity data, House of Commons Library research briefings and sector reports from industry bodies. The figures reflect the most recently available data from 2024 to early 2026, alongside forward looking economic forecasts from organisations including the Office for Budget Responsibility (OBR).

Together, these sources provide a reliable, evidence based picture of where the UK private sector stands today and how it is expected to evolve towards 2030.

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AI enhanced marketing for professional services

Artificial intelligence is already reshaping how professional services firms plan, personalise and deliver their communications. The real question is how deliberately you apply it.

For firms where trust, judgement and timing matter, the value of AI sits behind the scenes. Used well, AI removes friction from daily marketing tasks, surfaces insight more quickly and supports better decisions. What it does not replace is strategic thinking, professional experience or the human judgement needed to sense-check outputs and make them useful.

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Top marketing tips for accountants and quick wins that move the needle

A clear marketing strategy is always the foundation of sustainable growth. When your business goals, marketing activity, and sales process are properly aligned, everything works more effectively and efficiently. That said, many accountants are short on time and juggling competing priorities. In those moments, quick marketing wins are a bonus, and better than doing nothing at all. Small, consistent actions can still deliver visibility, credibility, and leads while you work toward a more joined up strategy.

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