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Kirsten Hodgson

What do I do?

I help professional services firms to both increase their share of existing clients’ wallets, and attract more of their ideal clients. Having led LinkedIn workshops for professionals over a number of years I recognised the potential of digital marketing to enable professionals to differentiate themselves online, get found, and convert visitors to their website into prospects and then into clients. That’s why I recently became a Hubspot partner and now work with professional services firms to develop digital marketing strategies designed to do just that ... to attract, convert, close and delight

The only way to do that is to put your existing and ideal clients at the centre, to understand what they value, their needs and the process they go through prior to engaging your specific type of professional service. My background working within and for law, engineering and accounting firms means I can work with you to uncover this information and use it to help you get the results you need.

What’s my career history?

I started out working in the sales promotion team at Ford of Europe in Germany, before moving back to the UK. After a stint organising exhibitions in Russia and the CIS, I moved into professional services marketing as marketing executive at the Institution of Mechanical Engineers. I then joined the business development and marketing team at Clifford Chance, then the world’s largest law firm, where I worked with partners in the Finance and Capital Markets Practice as a legal marketing specialist.

I moved to New Zealand in 2002 and joined Minter Ellison Rudd Watts as Marketing Manager, responsible for practice group and sector development. I left to set up Kaleidoscope – a professional services marketing and legal marketing consultancy - in late 2004. Since setting up Kaleidoscope I’ve worked with some fantastic clients from a range of industries including law, accounting, insurance, engineering, merchant banking, design and the Public Sector.

What else keeps me busy?

I love running – especially off-road. New Zealand has some amazing scenery and running is a great way to explore. I also enjoy catching up with friends, good food and wine, skiing and continually learning about digital or inbound marketing including social media marketing.

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Justine Parsons

What do I do?

With a background running a virtual assistant business for the past 18 years I can pull in the resources and skillsets needed to make things happen, particularly when it comes to online marketing and how to utilise social media to increase brand awareness, engage with ideal clients and delight existing clients When Kirsten approached me about joining her in becoming a Hubspot partner it clicked. I was ready for a new challenge and have been excited about, and learning what inbound marketing means for professional service businesses over the past 18 months.

I love that it’s measureable and the philosophy of attract, convert, close and delight resonates with me. We are in an age where knowing who our clients are, while listening to what they want, when and how they want it delivered is where marketing is at. No longer does pushing messages at the masses attract the type of customer our clients want to be working with.

My experience in the various aspects of digital marketing and knowledge of the automation tools needed to help our clients stand out in a crowd without impacting on their already hectic workload stands our agency in good stead moving forward.

What’s my career history?

As mentioned above, since 1998 I’ve run Your Virtual Assistant Ltd. We have a team of local contractors paired up with professional service clients as virtual assistants and online business managers.
This service has evolved over the past nearly two decades from what was once a secretarial type role to being partners in our clients’ businesses, specialising in giving them back time while complimenting their skill sets with a goal of growing their business. Rewarding, definitely. But a new challenge is needed!

Prior to that I worked in marketing for Case International Tractors where I was responsible for print media campaigns and dealership reward programmes.

What else keeps me busy?

We live on the outskirts of Auckland city in a small beach town looking across at the Coromandel. So my day starts with a walk along the beach laughing at our german shepherd, Paige, chasing sticks in the tide. I also love to lose myself in a good book, singing loudly in the car and, like Kirsten, the odd wine.