Marketing for management consulting firms
Work arrives through a named partner, so the job is to make that partner the obvious call before a brief is ever written.
Where the money moves.
A consulting firm sells judgment, and judgment has a face on it. Buyers do not shortlist a firm, they shortlist three people they have heard speak, read, or been introduced to, and the brief is usually shaped in a conversation months before it becomes a document. That makes eminence a revenue function rather than a communications one. Ignis works to a single test: when a chief executive in your sector describes the problem you solve, does one of your partners come to mind by name? Everything we publish is built to move that answer.
The constraint is never insight, it is calendar. Partners bill their hours, so the pattern one of them has seen across nine transformations, the research sitting in a project retro, the point of view that would carry a keynote, all of it stays undocumented. We run extraction properly. One recorded session with the partner produces the raw material, then our team writes, designs and publishes the report, the article series, the conference abstract and the posts that come off it. The partner talks once. Their name carries everything that follows.
Then there is the procurement path. Panel arrangements and standing offers decide who is allowed to be invited, and a firm absent from the relevant Commonwealth or state scheme is fishing in a smaller pool regardless of reputation. Marketing supports that in specific ways: capability statements written for the evaluator who scores them, case material cleared for reuse, sector pages a procurement officer can actually find, and published work dated close to the policy change a department is reacting to right now.
Reporting runs against origination rather than impressions. We track which published work appears inside a pursuit, which sectors are producing inbound, and which partner names are being searched by people who then land on a service page. The site, the analytics, the email platform and the ad accounts are registered to the firm from the first day, and every piece is produced by our own team, so a draft quoting a partner has been through the same review discipline as the work itself.
What we run.
Partner point of view, extracted
One recorded session with a partner produces the raw material. Our team writes and designs what comes out of it: the article series, the conference abstract, the client-facing explainer and the posts, all returned for the partner's approval before anything publishes.
The annual research piece
Primary data beats opinion in a sector where everyone has an opinion. We design the survey, field it to your list and the wider market, analyse the results, then produce the report, the launch and the speaking abstracts that come off the findings.
Capability statements and panel submissions
Procurement reads differently to a client. We write capability material for the reader who scores it, with cleared case examples, named methodology and the sector evidence a panel application asks for, laid out so an evaluator finds each criterion fast.
The partner's LinkedIn, run properly
This is where your buyers already sit. We draft in the partner's own language, publish to their profile rather than a firm page, and build the connection strategy around the executives and advisers who originate briefs in their sector.
Search built on the question, not the service
Executives search the problem long before they search a provider, and the answer often arrives as an AI summary. We publish the technical explanations that get cited in those answers, mapped to the practices you want to sell more of.
Questions we get asked.
We record them talking about the work first. The phrasing, the examples and the arguments come from that session, and the writing keeps the way they build a point rather than smoothing it into house style. Every draft goes back to them, and nothing publishes under a partner's name until they have approved the wording.
No, it changes the format. Sector, scale, the problem, the approach and the shape of the result carry nearly all of the persuasion, and a reader inside that industry recognises the situation without the name. We draft the anonymised version, you clear it, and named references stay where they belong, inside the pursuit.
Directly. Panel applications ask for capability evidence, methodology and sector experience, which is the same material the eminence programme produces. We keep the case bank, the credentials and the statements current, so a submission gets assembled from approved material instead of being written from scratch under deadline.
Through origination. We track which published work appears in an opportunity, which sectors generate inbound, which partner names are being searched, and what happens on the site after those searches. The reporting question is which piece of work brought a brief closer, not how many people saw it.
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