Mark Atterby, Editor of CXFocus, interviews Natalie Truong, CMO for EY about the importance of client satisfaction in achieving marketing success in 2024. She explains how EY is competing in the professional services arena and its plans to overtake their competition.

Mark Atterby (MA): Can you please provide a background to your career and an explanation of your role at EY?

Natalie Truong (NT): My career path has been anything but typical.

After graduating, I explored the travel industry, fueled by a wanderlust common among young people. However, the reality of the pay didn’t quite match the dream. So, I transitioned into the corporate world, gaining experience in both B2B and B2C marketing across diverse sectors like professional services, finance, telecommunications, and more. This journey took me from Australia and New Zealand to Asia, the Middle East, and Africa – a truly enriching experience.

Throughout my career, I’ve held commercial marketing roles with esteemed organizations. Highlights have included Bank of Melbourne (part of Westpac), ANZ, CPA Australia, Mercer, and now, EY. Currently, I’m the CMO for EY Oceania, encompassing Australia, New Zealand, Fiji, and PNG.

The variety within this role is what truly excites me. It encompasses everything from brand strategy, PR/media to digital marketing and our go-to-market teams. It’s a privilege to be in this role; the diverse and dynamic environment of our industry creates a vibrant and ever-changing workplace, ensuring that no two days are ever the same My responsibilities range from designing marketing campaigns and implementing growth strategies to managing our digital marketing platforms. But honestly, the most rewarding aspect is the privilege of coaching and developing a high-performing brand marketing and communications team. Seeing each of them grow and develop their craft brings me immense joy and satisfaction.

(MA): Describe the professional services market that EY operates in. How does EY differentiate itself in that market?

(NT): The professional services market is fierce, with EY competing against an array of competitors including boutiques and the other global consulting organisations like McKinsey, PwC, Deloitte, KPMG. We differentiate ourselves in three ways.

Exceptional Talent: We invest heavily in hiring and developing top talent with industry-specific expertise across key sectors like sustainability, technology, and the economy.
Tech-Driven Transformation: We believe in the power of technology, evidenced by our recent $1.4 billion AI platform investment and the appointment of our first CTO. However, the human element remains central to our approach.
Sustainability Leadership: EY is a leader in sustainability strategy. We’ve established a net zero center, published thought leadership on sustainable buildings (a first!), and have a recognised leader in decarbonisation as our CSO.

(MA): What does marketing success look like for you in 2024?

(NT): The professional services industry faces a challenging time with media scrutiny and industry pressure. We’re committed to three key goals to navigate this landscape.

Grow Market Share: We aim to expand across key service lines and industries.
Enhance Brand Perception: Given the current climate, rebuilding trust and positive brand perception is crucial. We want to showcase the great work our people do for clients and society.
Prioritise Client Satisfaction: Ultimately, our success hinges on happy clients who choose to work with us again and again.

(MA): What are the challenges and opportunities?

(NT): The professional services industry is dynamic, presenting both significant challenges and exciting opportunities.

Challenges:

Differentiation: Standing out in a crowded market requires a strong value proposition and communication strategy.
Marketing Team Transformation: We need to invest in talent with the skills to navigate digital transformation and ensure campaign effectiveness goes beyond quantity to focus on impactful results.

Opportunities:

Data-driven Marketing: Leveraging data and analytics to enhance campaign targeting, positioning, and ROI.
Contextual Thought Leadership: EY’s wealth of content needs context to be truly valuable. Creating strong CTAs and providing clear “so what?” moments will drive client action.

Natalie is presenting at the CMO ANZ Summit 2024 being held on the Gold Coast 8-9 August