Industries / Professional services

Your reputation often arrives before you do.

When a company appoints a strategy adviser, auditor, legal firm or specialist consultancy, it's placing considerable trust in people it may barely know.

Reputation matters.

Familiarity matters.

The right ideas, encountered by the right executives, can help put a firm on the shortlist before a formal pitch begins.

Dot helps professional-services firms build that familiarity across the organisations and senior stakeholders they want to reach.

Map your executive audience

The challenge

Expertise is valuable. Attention is scarce.

Professional-services firms invest heavily in research, expertise and thought leadership.

Then much of that work competes for attention in crowded social feeds, inboxes and event calendars.

The difficulty is getting genuinely useful thinking in front of the executives with the authority and reason to act on it.

Dot connects intellectual capital with a deliberately constructed commercial audience.

Research reaches the people it was written for.

Events become relevant to the organisations attending.

And business development receives more useful air cover.

Who matters?

The buying committee changes with the mandate.

Strategy and transformation: CEOs, CFOs, COOs, CTOs and heads of strategy.
Risk and advisory: CFOs, chief risk officers, audit committees and board members.
Technology consulting: CIOs, CTOs, digital leaders and transformation sponsors.
People and organisational consulting: HR executives, chief people officers and functional leadership.
Legal and specialist advisory: General counsel, corporate-development executives, finance leaders and procurement.

Applications

Make expertise commercially visible.

New practice launches: Introduce specialist capabilities to the organisations most likely to require them.
Thought-leadership distribution: Place research, commentary and executive insight in front of selected business leaders.
Named-account development: Build familiarity within organisations being pursued by business-development teams.
Executive events: Increase relevant awareness of briefings, webinars, roundtables and sector discussions.
Multi-market expansion: Reach senior buying roles across selected countries with appropriately adapted messaging.

Relevant work

EY-Parthenon. Building familiarity across Africa.

Professional Services

EY-Parthenon

6,329

identified senior individuals reached at 191 target organisations

Objective: Launch EY-Parthenon in Africa and build awareness with senior business leaders.
Audience: CFOs, CTOs and COOs at 191 target organisations in five countries, plus 35,000+ people they work closely with.
Activity: Display and video advertising for thought leadership and podcasts from the strategy team.
Result: 6,329 identified individuals reached; 11.11% engagement; webinar reach 10× original expectations.
Timeframe: Two months
Measured by: Platform reach and engagement reporting.

Read the case

Historical campaign results. They show capability and context, not forecasts.

A good reputation is built before the procurement process begins.

Identify the organisations that matter to your practice.

Then give their decision-makers good reasons to remember you.

Map your executive audience