Artificial intelligence is now the driving force determining which professional services firms thrive or fall behind.
In this one-hour webinar, we’ll show how AI is reshaping marketing and business development - from team skills and data analysis to service offerings and pricing. If you work in growth, client experience, or brand, this session will help you understand where things are heading and how to stay ahead.
We’ll cover the key shifts: automation, advanced measurement, and hyper-personalised engagement. We’ll discuss how marketing now shapes product design, service delivery, and internal systems. We’ll examine how AI blurs boundaries between firms and tech providers, making brand differentiation about more than just visuals. Finally, we’ll tackle how to build trust, define value, and set prices in an AI-driven world.
By the end, you’ll know where AI offers quick wins, how to organise teams and tech for impact, and what strategies will keep your firm distinctive. You’ll leave with actionable steps and the language to spark useful conversations with internal stakeholders.
Register now to ensure your marketing and business development efforts are is not just AI-aware, but AI-powered.
Speaker:
Carl Bezuidenhout
Head of Business Development, McCabes Lawyers
Carl is an experienced business development and marketing leader with a track record of driving sustainable growth in professional services firms. Currently Head of Business Development at McCabes Lawyers and Co-Chair of the Advisory Board Centre in NSW, Carl brings deep expertise in strategy, data-led transformation, and client engagement.
With experience in senior roles across law, accounting, and advisory firms, Carl has led major initiatives in business development, client experience, and AI-driven innovation.
Having recently submitted his PhD doctoral thesis, exploring the influence of AI on professional services firms, this presentation draws from that research, and provides pragmatic insights as it relates to the marketing practices of firms.
Event Details:
Date: 18 November 2025
Times:
1:00 pm - 2:00 pm: Sydney, Melbourne
12:00 pm to 1:00 pm: Brisbane
12:30 pm - 1:30 pm: Adelaide
3:00 pm - 4:00 pm: New Zealand
10:00 am - 11:00 pm: Perth, Hong Kong, Singapore
Price: Members: Free | Non-Members: AUD90.00.
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