Professional services firms should embrace the opportunities offered by "collaborative marketing" in order to thrive in an ever-changing industry, according to PACE's James Skeels. In response to Grant Leboff's latest article in the US's Huffington Post, James Skeels emphasised that the move towards this interactive form of communication should be considered vitally important if firms are to stay close to their client base.

James states that there are two areas where collaborative marketing can be embraced by firms: through social media communications and by adding real value through services outside a firms core product.

James said "What firms need to move away from are the communications and digital activity that provide no value and interest to the prospect or client. We are seeing a huge amount of material created by marketing teams that offer little incentive for their target audience to engage. As buying patterns continue to change in the instruction of professional services products, its now more important than ever to communicate effectively with potential clients."

Accountancy firm BDO as well as lawyers Allen & Overy are examples of businesses that have endeavoured to connect with this audience, for example, by creating web forums allowing them to share their ideas and suggestions.

James Skeels was referring to the article Marketing Is A Conversation? Oh Yeah ... About What? (15/9/11).