Accountants guide to Thought Leadership

 

Thought leadership showcases commercial instinct beyond standard transactional work, and initiates new conversations with clients. 55% of clients say they are operating in a riskier business environment. As a result, they are keen to tap into the wealth of knowledge and insight among professional advisers to get a better steer on the issues, risks and opportunities impacting their business. 

We help firms stay ahead of the debate, and work with you to plan, develop and execute impactful campaigns:

 

 

 

Tip 1: “Ideas lab” and campaign planning

• Topic mapping on ‘big picture’ themes
• Analysis of existing commentary and debate
• Identifying the open space and hypotheses for brainstorming with your stakeholders, set within the context of your business development objectives
• Integrated campaign plan design to create a successful, measurable outcome and generate engagement with your internal and external audiences
  
  Tip 2: Research options

• Desk research: capturing insight from a range of publicly available data sources, to an agreed desk research wish list
• Online: design and build of online interviewing platform using agreed questionnaire, can be customised to your firm’s brand
• Quantitative: quantitative telephone interviews with participants using agreed questionnaire
• Qualitative: in-depth interviews – telephone or face-to-face – with participants using agreed discussion guide
  
  Tip 3: Analysis and Interpretation

• Comprehensive analysis and interpretation of findings from fieldwork
• key themes, statistics, and insights with fee-earner insight and commentary
• Debrief workshop with key project stakeholders
• Shaping narrative for thought leadership report and other outputs
  
  Tip 4: Report and copy-writing

• Drafting of report synthesising research with fee-earner perspectives
• Quotation approval process with external interviewees
  
  Tip 5: Campaign implementation

• Coaching for fee-earners on using collateral for business development
• Digital and social media strategy and integrated communication plan
• Drafting additional campaign material