As Cambridge Tech Week approaches, with the theme of ‘Seizing the AI Advantage’, my colleagues and I are looking forward to attending, learning from some of the most innovative start-ups around and sharing with delegates how PEM can be there with them at every step of their journey.
I think it’s essential to reflect on what technology means for marketing, and marketers. As I’m in my first year at PEM, where I lead marketing & business development, I was excited by the opportunity for us to sponsor the event. It seemed fitting for a business established in Cambridge 150 years ago to be embracing new technology, while celebrating what has made the business a success – our people.
From modest beginnings, PEM has grown to be Cambridge’s largest independent firm of accountants, tax and business advisors. The world of marketing has changed significantly since 1875, when print advertisements and good old-fashioned reputation were the tools of the day. This is a very exciting time to be a marketer – the world really is our oyster. Digital tools allow us to be highly targeted, using AI and technology to deliver dynamic relevant content, creating engaging adverts across LinkedIn and paid media, and accurately measuring marketing effectiveness.
Forever curious about technology
While traditional marketing channels, such as printed materials, are still important, marketing has had to adapt to a 24/7 world, where we browse websites, scour social media, and constantly receive notifications based on our preferences. Marketing is no longer a 9-5 game. As a marketing professional, I’m forever curious about new technology, while still being conscious that we, at PEM are people oriented. It’s about upskilling to use these tools effectively as an extension of the marketing team. I’m working with my colleagues to ensure we remain smart and operationally efficient, while delivering services tailored to the individual.
With our five-year marketing-led strategic plan in place, we’ve developed key priorities for our team, across marketing and business development, ensuring we offer the best client experience, and always delivering engaging content and information for our audience. These are all neatly linked and reliant on technology and accurate data.
Client experience and engagement
Tech allows us to create targeted, informative and relevant, and dynamic communication, completely tailored to the recipient. But personalisation should feel helpful, not invasive, and that’s the fine line we tread. When it comes to delivery, our team will always be at the forefront, particularly in solving complex issues, and always learning from what we’re doing.
We also acknowledge that our market is digital and we must be technology-led with our new-business activities; we’re not knocking on doors. Research platforms and communications tools are helping us reach potential relationships. AI brings this together within our CRM system to enrich our data; we’re learning to use technology for analysis, while maintaining human connection.
Channels and content
In the last 10-20 years, discussions about websites have changed from a brand and design point of view. They are no longer about creating an online shop front. By necessity, they are sophisticated, client centred, business development environments. They also need to evolve quickly to react to client requirements, continuously maximising SEO to allow visitors to find us, and delivering informative ‘sticky’ content, to keep them with us.
One of the challenges we face is providing technical information in a way that’s easily accessible. Technology allows my team and I to link the content we share with data analytics and investigate whether clients prefer long-form articles, short videos, events, webinars or podcasts. Marketers must cater for shorter attention spans, driven in part by the increased engagement with TikTok videos, YouTube Shorts, or Instagram Reels. Not all marketing communication needs to be glossy and branded, a short video on a phone can be just as impactful. The most important thing is to set the tone perfectly for those watching, reading and listening.
Using technology to amplify connection
Working in professional services, a human-focused approach is key, or it lacks authenticity. It’s always going to be about balance; technology and AI won’t replace genuine human relationships and a trusted reputation. It’s the reason why clients stay with PEM for years, even across generations. As a marketing team, we’ll continue to embody our core brand values of authenticity clarity and connection.
It will be excellent to see the many entrepreneurs, investors, and tech leaders coming together for Cambridge Tech Week. They too are clearly passionate about technology, while still recognising the potential in talking to prospective partners and suppliers in person. I can’t wait to meet some truly exciting and innovative businesses and the inspiring people running them.
PEM is poised to support innovative companies looking for standout, technologically capable advisers. If you’re attending Cambridge Tech Week and would like to know more about PEM’s accountancy, tax and advisory services, please get in touch with me.
Please note that this content is not intended to give specific technical advice. It is designed to highlight some of the key issues rather than provide an exhaustive explanation of the topics. Professional advice should always be sought before action is either taken or refrained from as a result of information contained herein.
