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Thursday 24th September saw an amalgam of business buffs from across the UK join together for the 20th annual PM Forum Conference 2015. The dawn of this year’s  “Tomorrow’s World” theme  hosted at London’s Congress Centre ensured delegates from across the professional services sector were treated to a full day of insight from futurologists and marketing experts.

With speakers ranging from the world of legal, accountancy, engineering, and consultancy to boot, business heads far and wide were catered for as marketing tips and insight shared throughout the day were applicable to firms of all sizes, from SME’s to large corporates.

Learning and development were order of the day. During the AM sessions, Darragh Toolan of Hubspot kicked things off by highlighting the importance of really knowing and understanding the needs of your audience. He went on to explain how it’s not enough to assume you know their content needs, that getting under the skin of your consumers and tailoring your message to suit each of them breeds tailored content and in turn effective campaigns.

Next up, the importance of the mind-set in shaping success was highlighted as ‘What drives success?’ was a prominent theme. Motivational talks from the likes of Shona Rowan and tech guru Chris Yapp demonstrated the importance of positive mental attitudes, and harbouring a pre-emptive approach towards the cyclical nature of markets, respectively. Determinants of success were thoroughly explored and challenged, giving delegates many issues to ponder. “Any lawyer that could be replaced by a robot should be replaced by a robot,” he advised, while honing the idea that taking positive action to re-skill and continue to evolve is the way forward.

The power of influencing others was also touched upon as researcher Steve Martin delved into his latest book to share with the room the concept of small changes that spark big influence. With examples of both business-focussed and everyday practical advice, the author shared tips on understanding motivation and how to apply this to achieve influence and create impact with audiences. Notably, he highlighted how people pay most attention to things that are significant, unexpected and personalised.

The Conference’s full day programme was peppered with Psychology-meets-sales approaches to marketing advice and this was echoed throughout the afternoon sessions. The importance (and science) of trust was touched upon by law specialists Charlie Swan & Joe Fredericks and they further went on to advise professional firms on how to differentiate themselves and build successful relationships with clients.

Throughout the day, the #marketingrockstars hashtag took off thanks to Fire Star Toys and their lego collaboration with cloud software providers High Q, while a much needed lunch re-fuel sponsored by Passle went down a treat, making way for further afternoon sessions.

Following a lively programme of interactive workshops and breakout sessions, the afternoon culminated in an insightful client panel, allowing attendees to air their opinions on a wealth of subjects ranging from business development to marketing and even customer service.

In the words of Malcolm X: “The future belongs to those who prepare for it today.” Overall, this year’s conference provided delegates of all backgrounds with food for thought on how to thrive in the future. The 21st PM Forum is set to take place on Thursday 29th September 2016.