Barney O'Kelly on the human side of professional services digital marketing

Barney O'Kelly, Head of Digital Marketing at AlixPartners, discusses his career journey and the role of digital marketing in professional services firms. He emphasizes the importance of building relationships and understanding the business in order to create effective marketing strategies. Barney shares his perspective on the use of AI in marketing, highlighting the need for a pragmatic approach and focusing on productivity tools rather than content generation. He also discusses the future of professional services marketing, including the strategic application of social media.

Chapters

(02:47) Digital Marketing in Professional Services

(04:10) Principles and Measurement in Marketing

(07:55) The Use of AI in Marketing

(11:16) Generating Human Interactions Successfully

(14:09) Integrating AI as an Addition to Marketing

(18:19) Approaches to Digital Marketing in Professional Services

(21:30) Steering Change in Professional Services Marketing

(23:52) Dealing with Pointless Requests and Providing Expertise

27:32 The Future of Professional Services Marketing