Association for Accounting Marketing Summit (as part of AICPA ENGAGE 2019)


This includes sessions from the conference: Association for Accounting Marketing Summit (as part of AICPA ENGAGE 2019)

Standard: $379.00

Products

Are You Guiding Your Clients Towards a Bright Future? Position Yourself as a Valued Retirement Adviser

Preview Available

Are You Guiding Your Clients Towards a Bright Future? Position Yourself as a Valued Retirement Adviser


Identification: ENG19VCC2

Advising your clients on their plans for retirement is more than just setting aside money in an IRA. Find out how to guide them through the important conversations about retirement plans including unique ways to save on taxes, attracting and retaining quality talent, and meeting fiduciary requirements. As your business clients’ most trusted advisor, you are well positioned to help guide them toward a dignified retirement.

Join our session to uncover critical retirement strategies and opportunities to further assist your clients in achieving their financial goals.

  1. Review current state of retirement readiness and the regulatory environment.
  2. Compare features and options to maximize savings potential.        
  3. Highlight the exclusive benefits provided by the AICPA to help you and your clients prepare for retirement security.

Speaker(s):
Standard: $49.00

Welcome/AAM Summit Kick-off

Preview Available

Welcome/AAM Summit Kick-off


Identification: AAM1900

Tags: AAM
Standard: $49.00

State of AAM

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State of AAM


Identification: AAM1902

AAM's President and President-Elect will recap the organization’s accomplishments during the past year, introduce new board members and discuss initiatives for the year ahead with video highlights.

Speaker(s):
Tags: AAM
Standard: $49.00

Inside the Mind of the Managing Partner: Marketing That Really Matters

Preview Available

Inside the Mind of the Managing Partner: Marketing That Really Matters


Identification: AAM1903

As the CEO of Clifton Gunderson for 16 years, I was privileged to work with many partners and staff that understood the dynamics of marketing to our current clients, to prospective clients, and to clients that were previously lost. This session will focus on lessons learned and best practices in executing on those three dynamics. In addition, the session will address successful marketing training techniques for the rising staff stars in your firms.

Learning Objectives:

  1. To obtain a clear understanding of the constant need to market to current clients, future clients, and to former clients.
  2. To provide current successful marketing training techniques for the firm's staff.
  3. To provide marketing lessons learned and best practices from the MP's perspective.

Speaker(s):
Tags: AAM
Standard: $49.00

How Much Should You Spend on Marketing: Results of AAM’s 2019 Marketing Budget Survey

Preview Available

How Much Should You Spend on Marketing: Results of AAM’s 2019 Marketing Budget Survey


Identification: AAM1904

AAM partnered with the Hinge Research Institute to conduct their third bi-annual study of marketing budgets within CPA firms. In this session, the Managing Partner of Hinge Lee Frederiksen will uncover insights from the research, help attendees benchmark their marketing budgets against high-growth and average-growth firms, and provide guidance on building an effective marketing budget.

Learning Objectives:

  1. Learn how high-growth and average-growth accounting firms budget marketing expenses.
  2. Learn which marketing techniques are more effective for accounting firms
  3. Benchmark your firm’s marketing budget against high-growth and average-growth firms.

Speaker(s):
Tags: AAM
Standard: $49.00

Content for Conversion

Preview Available

Content for Conversion


Identification: AAM1905

One of the hardest stages for content marketing is the Decision stage — actually converting visitors to take action on an offer or to request an RFP. This session will focus on strategies to improve conversion, including identifying the actions that you want visitors to take once they arrive at your site and the gaps you may have in your campaigns that fail to move potential clients from Awareness and Consideration to Decision. We will use examples of actual campaigns to help participants map out their own inbound marketing strategy for conversion, discuss follow-up touches that bring buyers back to the table, and determine when it's timely to have partners engaged in outreach and closing.

Learning Objectives:

  1. Attendees will leave with an inbound marketing strategy map that focuses on the right conversion tactics for their firm.
  2. Deep dive and creation of content that applies to the conversion stage of inbound marketing.
  3. Fill gaps in the inbound marketing approach that support conversion and real prospects.
  4. Tie marketing efforts to conversion ROI to justify digital focus

Speaker(s):
  • Christine Nelson, Senior Communications Consultant, Ingenuity Marketing Group,LLC
Tags: AAM
Standard: $49.00

Accountability and Consistency: Developing and Executing on an Internal Sales Process

Preview Available

Accountability and Consistency: Developing and Executing on an Internal Sales Process


Identification: AAM1906

This presentation will be focused on developing and executing on a strong sales pipeline process. The 'billable hours shield' is alive and well as it relates to the time our client service professionals are willing to put to their business development efforts. Key points of this presentation include setting up a consistent and efficient follow up plan with a focus on holding people accountable as they build their sales pipeline. This presentation will also discuss a methodology to limiting the number of key prospects per client service professional and an example of a marketing campaign and process utilized to improve your win rate.

After attending this presentation, attendees should be able to:

  1. Assess their own current business development process and determine in what areas, as it relates to holding their client teams accountable, they need to tighten up the process.
  2. In addition, attendees should recognize instances where it is time to escalate any concerns to their executive team and should feel empowered to do so.
  3. Finally, attendees should be able to use the example of a marketing campaign and to construct one of their own or infuse their own plan.

Speaker(s):
Tags: AAM
Standard: $49.00

Uncovering Unconscious Bias (EDG, PST, AAM)

Preview Available

Uncovering Unconscious Bias (EDG, PST, AAM)


Identification: ENG1909

Is unconscious bias hindering you, your team or your organization? Unconscious bias is bias that happens automatically. It is triggered by our brain making quick judgments and assessments of people and situations based on our background, cultural environment and personal experiences. Have you ever arrived home from work and don’t remember the drive at all? Or perhaps you moved, but drove to the old house on your way home. Once neural pathways are formed, like your daily commute, they become almost automatic. We don’t spend time thinking about each turn on the way home, our body just does it. While this can be helpful for remembering your route home, it can be detrimental in other areas of our lives. In this session we will explore these biases, how they might be hurting, us, our team and our organization and what we can do to create new neural pathways and combat unconscious bias.

Learning Objectives:

  1. Define unconscious bias Identify the unconscious biases that might be driving you. 
  2. Create an action plan to combat the unconscious biases in you, your team and your organization.

Speaker(s):
  • Rebekah Brown, CPA, Director of Development, Maryland Association of CPAs / The Business Learning Institute
  • Lindsay L. Stevenson, CPA, CGMA, Vice President - Finance, 1st Financial Bank USA
Tags: PST AAM EDGE
Standard: $49.00

GDPR - An Increase in North America Privacy - Are You in Compliance? (PST, AAM)

Preview Available

GDPR - An Increase in North America Privacy - Are You in Compliance? (PST, AAM)


Identification: ENG1910

The European Union (EU) General Data Protection Regulation or GDPR is causing many U.S. businesses and organizations to take a hard look at data and information collected from customers and others who are citizens of or persons who reside within the EU member states. This new law recognizes the rights of EU citizens as the legal owners of 'personally identifiable' data and information that uniquely identifies each EU citizen or resident. This session will provide attendees with an increased appreciation of this new regulation and its requirements on US organizations and compare the regulation to the recently enacted state of California Consumer Privacy Act.

The session will provide attendees with:

  1. An understanding and appreciation of the European Union's GDPR, and its potential impact on organizations providing products and services to EU citizens and residents.
  2. Information on the types of services licensed CPAs can provide to clients, share insights on questions clients may ask attendees.
  3. Steps practitioners can perform to help clients ensure they are complying with the law and that help organization's provide assurances regarding their data privacy practices and controls.

Speaker(s):
Tags: PST AAM CFP
Standard: $49.00

How to Conquer the Podcast Game: ENGAGE Your Audience & Invigorate Your Brand

Preview Available

How to Conquer the Podcast Game: ENGAGE Your Audience & Invigorate Your Brand


Identification: AAM1907

In this session, attendees will learn how Rea & Associates developed an engaging, award-winning podcast -- before podcasting was cool. We'll cover how a podcast can help invigorate your brand, make your people famous, form meaningful conversations and build trust and credibility with the people you want to reach, and streamline your content strategy.

You'll learn how Rea launched its podcast, unsuitable on Rea Radio, and the lessons we learned along the way. We'll share our internal and external promotion strategy and the tools and equipment you need to get started. If you've been considering podcasting as a strategy, you don't want to miss this fun and engaging session.

The session will cover the how and why of starting a podcast and attendees will learn:

  1. Why a podcast/selling to your firm
  2. Pre-launch objectives
  3. Launch date promotion
  4. Keeping it fresh
  5. Overcoming obstacles
  6. Our top lessons learned
  7. Using as a content hub
  8. How we work smarter, not harder
  9. Top tools/equipment used
  10. Skill sets required

Speaker(s):
  • Becca Davis, Director of Practice Growth, Rea & Associates,Inc.
Tags: AAM
Standard: $49.00
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