Flexibility in marketing and business development is essential, and now more so than ever. And as the coronavirus bites ever more deeply, how should professional services firms adapt their own marketing plans?

The professions have long relied on the power of personal marketing – face to face meetings, lunching, hospitality, conferences, seminars and events, and the major trade fairs.

MIPIM fell early, questions hang over the Legal Marketing Association’s annual bash in the US, and many law and accountancy firms are already questioning, if not pulling, their events schedules for the next few weeks, possibly months.

When marketing activity needs to turn on a pin, what should professional services firms do?

Simply retreating and doing nothing is not an option.

Content programmes will be one answer, and particularly content that points to and shapes future marketing campaigns.

Use any gaps that open in marketing plans creatively and always with an eye to tomorrow's activity.