The One Rabbit Team

Conal McClure

Director - Technology / Digital Strategy Consultant

Professional Background

While traditional marketers and traditional IT people are still trying to think of new ways to avoid each other, the new era of digital marketing is bringing marketers and technology experts onto the same page to collaborate and work towards shared outcomes.

It’s critical that digital marketers have access to technology advisors that not only totally get marketing, but are driven by marketing outcomes and not just technology.

For me, digital marketing represents the cutting edge of technology and it seems natural having a foot in each camp. I’m just as comfortable advising and mentoring marketers on how to gain a digital advantage as I am leading a team of developers to deliver an entire technical solution.

My technology dimension brings to One Rabbit over 20 years in IT and software development gained right on the frontline with clients. Over 15 years have been exclusively in the online space.


Services & Specialisations

  • Positioning
  • Online Strategy
  • Lead Generation & Nurturing
  • Content Marketing
  • Marketing Automation
  • Analytics
  • Information Architecture
  • Software Design and Development
  • Web Development

Articles Written by Conal

How we use personas to design a content marketing strategy

Developing personas is one of the most critical pieces of work we undertake while developing a content marketing strategy. If something isn’t quite firing in your marketing, chances are there’s something in the persona that has been missed. They give you a clear picture of your target audience by personifying their characteristics, buying motivators and…

Pain points – how to target what they don’t know

In marketing B2B professional services, pain is usually the motivator pushing people to buy whatever it is you are selling. The more you can draw it to the surface of your target audience and decrease their tolerance to put up with it, the more successful you’ll be at triggering and moving them along the buyer’s…

Reduce the analytics fog. Try my Activity Summary Report

Activity-based metrics sit in tier 2 of my metrics hierarchy. Check out my article that explains my approach to metric tiers – “Metrics even the CEO may care about”. I suggested an approach to thinking about metrics as falling into one of three tiers. To recap, tier 1 is for navigation. These steer the marketing…

The marketing metrics even the CEO might care about

Most firms with a significant marketing function expect some kind of marketing report tabled at the board meeting each month? If you are a marketer preparing this report, do you ever feel it’s just a box ticking exercise? Perhaps the only reaction you get is a “please explain” from the CEO when the visits to…

Navigation analytics for content marketers

In my article “The marketing metrics even the CEO might care about” I introduced the idea that a well-structured approach to analytics should be built around three tiers, with each tier providing a distinct view or purpose. I also suggested that analytics should be designed to support the marketing strategy and relying on just what…

Offline or Digital? Why you are asking the wrong questions! (Part 2)

Following on from part 1, I made a point that we can approach digital marketing either as a new medium, or a new paradigm. Failure to migrate our thinking to the new paradigm of digital means digital just looks like perhaps a new fancier and slightly more effective alternative to offline. As a new medium,…

How should a large professional services firm approach digital marketing?

We often get asked, how we apply our approach to digital marketing within large professional services firms. The question arises because we make no secret of the fact that the real power and opportunity in digital marketing is when it is highly targeted, underpinned by a narrow position, clearly defined personas, and very targeted messaging….

The NO BS Digital Marketing Guide to Attract New & Higher Value Clients to Your Firm

  • Lack Of Differentiation

    The #1 obstacle professional service firms face trying to market their firms.
  • Shake The Status Quo

    The enemy of all firms trying to extract new clients from an incumbent.
  • Attract & Convert The Unaware

    Win business from those who need you, don't know it and aren't even looking for you.
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    Dial up or down to regulate the inflow of new leads.
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