Adding Value with the Marketing and BD Working Group
Praxity marketers work together to achieve their aims
Marketing is not only a way of promoting your services, it also forges connections, demonstrates expertise and can lift the image of an entire industry. High quality messaging that promotes your firm and its offerings points to longer-term goals – developing new leads, building client loyalty and strengthening your firm’s reputation. With a new emphasis on leveraging data and quantifying client experience and brand image, marketing plays a pivotal role in your firm’s success, both in the public image and at the bottom line.
Within the Praxity working groups, many technical areas have their own focused forum for development. Until recently, marketing professionals lacked the same cross-firm forum to share experiences and solutions. The Praxity Marketing and BD working group now brings the many marketing experts within the Alliance together. Member firms have different approaches to marketing and business development, with the working group giving them the chance to discuss strategic initiatives, collaborate and share ideas face-to-face. This inter-firm knowledge base deepens the outstanding work that members are themselves doing.
As with all the Praxity working groups, both the rollcall and focus are international and cross-border. First and current chair, Lisa Cawley Ruiz, who is Director of Marketing and Communications at Kaufman Rossin in the US, sees this as a golden opportunity for Praxity members to align their work –
"This group provides a platform for marketing leaders to learn about hot topics impacting their teams and their firms, connect with their peers through the exchange of ideas and experiences, and discuss shared challenges and opportunities in their industry."
Lisa is joined by Vice-Chair Bryony Vandepeear, Marketing Partner at William Buck, Australia, who herself has over 16 years of experience in accounting marketing. Her key skills of strategic planning, leadership and client-centric strategy have driven growth and engagement across her career, all of which she now brings to the working group. The UK conference provides a platform for the UK BD and Marketing Group to meet in person, while North American marketers had the chance to meet this year at an external dinner at the Association of Accounting Marketing Summit in Orlando, Florida.
While each firm has its own particular focus in its region, there are many things that are true globally. For example, the value of clear, consistent and credible communication is impossible to overstate, ensuring that clients, stakeholders and the marketplace at large know who you are, what you do and where to find you.
Marketing techniques and business development strategies vary across the Alliance. Some member firms have multi-department teams to service these areas, while some outsource their work to agencies to better serve their needs. The methodology may differ, but the objective is the same, which is exactly what the working group aims to use to everyone’s advantage. Through the Praxity conferences, quarterly online meetings and one-to-one communication, marketing professionals can reach out to each other and find support and guidance when they need it.
At the group’s first meeting, attendees agreed that technology adoption is an area of focus for almost everyone. Topics of discussion included technology in the form of AI and CRM, cross-selling, digital marketing and inter-department collaboration, alongside developments in the marketing space. This included automation and making processes more efficient, as well as how to communicate the edge that new IT developments could give clients.
There was also a focus on client experience, introducing KPIs and tangibles in this area. As the first of many regular guest speakers, Eric Gregg, CEO of ClearlyRated, hosted a presentation that discussed client feedback, the value of data in business, and how it is nothing unless it is utilised effectively. Across the Alliance, marketers leverage their knowledge to deliver world class service to their clients, verifying their work through data and of course, results. The Praxity Marketing and BD working groups will meet quarterly, with the next meeting to be held in August.
The newly formed group and regional groups are currently seeking volunteers for key roles, including vice chair, committee members and regional facilitators. If you would like to be involved in the group, or to learn more, please contact dpoulter@praxity.com.
The Praxity Business Development Team – Executive Office
A small and agile team of specialists ensures that Praxity’s own Marketing and Business Development remains on top of all that is happening in the Alliance. From internal and external communications to brand identity and consistency, the team administers the whole Alliance from a single office near London.
Deborah Poulter – Head of Business Development
Deborah joined Praxity in January 2011. She is a people person with great communication skills, which helps to deepen connections, improve teamwork, and facilitate problem-solving across the Alliance.
Deborah brings a grounded approach to her role as Head of Business Development and Marketing at Praxity. With over two decades of experience, a teaching degree and diplomas in marketing and business management, she manages a variety of responsibilities at the head of the team. These include website deployments, managing Praxity marketing initiatives, onboarding new firms, collaborating with the team on content and thought leadership materials and contributing to international conferences. She collaborates directly with the Chief Executive Officer and COO to support Praxity’s overall strategy.
In her spare time, Deborah enjoys running and HIIT at the gym. She is also a qualified reflexologist and holds a diploma in nutrition, reflecting her commitment to health and fitness.
Tom Simmons – Brand Reputation and Marketing Executive
Tom joined Praxity in 2024 as Brand & Reputation Executive. With six years of marketing experience in both B2B and B2C sectors, as well as two years of international event experience, he manages the brand and reputation efforts, helping to promote Praxity's events, news, insights, and member firms. Tom uses his digital marketing expertise to support the Praxity team by promoting their knowledge, experience, and expertise to a wider audience.
In his free time, Tom is a photographer and a keen athlete, being a fan of rugby, MMA, F1, as well as expanding his perspectives through travelling.
Jessica Honey - Webmaster
Jess is an integral part of Praxity’s public-facing persona and brand, working with developers and engineers to implement and update software, technologies and processes tailored to the Alliance. She also assists the Conferences team by maintaining onsite-hardware and additional software resources to guarantee digital competence at all events. A key point of contact for all aspects of Praxity’s running, she provides ultra-modern and futureproof capability.
A born and bred South Londoner, Jess is a skilled artist and illustrator. She enjoys heading to the coast to surf whenever the opportunity arises, and loves spending quality time with her dog, Red.
Carla Brew - Graphic Designer
A talented and experienced multi-disciplinary graphic designer, Carla takes charge of all Praxity materials and communications, ensuring they look informative, logical and beautiful. She is also in charge of actioning Praxity’s visual brand guidelines, keeping all of Praxity’s output consistent, whether online or at conferences. Bringing a project to life from its infancy is an exciting journey for Carla, beginning with from something simple and turning it into something unique and engaging.
The Sydney native is a keen and talented crocheter, creating everything from hats to full jumpsuits. She is interested in ceramics as well as being a keen cook, and is a student of Italian.
Thomas Fleming - Copywriter
Tom is responsible for all content leaving the Praxity office, including all long-form writing and press releases. As chief communicator, most content goes through his pen before being dispersed throughout the Alliance, and the world. In his writing for Praxity, he distils complex ideas into clear messaging, speaking to a wide range of audiences with authority, objectivity, and ease.
Tom is a keen musician and multi-instrumentalist and has played guitar for 30 years. He loves to travel whenever possible and likes to bring a creative spark to the team.