What does good marketing actually look like inside a firm that prides itself on results over recommendations?
In this episode, Austin sits down with Barney O’Kelly, Head of Solutions & Product Marketing at AlixPartners, a global management consulting firm known for getting things done when the stakes are highest.
Barney shares why he replaced the term “personal brand” with something far more human: be seen and make friends. He explains why the same processes behind building a romantic relationship are what drive successful business development, and why dissonance is the single biggest enemy of trust.
The conversation covers AlixPartners’ unique identity, built on three pillars its people, its work, and its history, and why those three things are what truly differentiate a firm in professional services. Barney also opens up about the evolution of his own marketing philosophy, how AlixPartners handled the Thomas Cook insolvency repatriation of 150,000 British holidaymakers, and why AI multiplies human expertise rather than replacing it.
If you work in B2B marketing, consulting, or professional services, this episode is packed with grounded, practical thinking from someone who has seen firsthand what works and what does not.
Takeaways:
- Good marketing starts with a clear commercial objective, not just activity
- "Be seen and make friends" is more accessible than personal brand
- The same trust-building steps in relationships apply to business development
- AlixPartners differentiates through its people, work, and unique history
- Dissonance between your online presence and real self erodes trust fast
- AI amplifies experienced consultants rather than replacing human judgment
- Pragmatic reassurance, not ideas alone, is what clients actually pay for
- Technology understanding is now a necessity for business leaders, not optional