This includes sessions from the conference: Association for Accounting Marketing Summit (as part of AICPA ENGAGE 2019)
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.
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.
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.
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.
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.
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:
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.
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:
Solo firm marketers are continuously pulled in many different directions, filling multiple roles and wearing many hats. Where should you focus your limited time and resources to maximize your impact for the firm? This session will help you think strategically to direct your talents to those areas that will yield meaningful results for firm management, enhance your visibility and credibility within the firm, and directly impact the firm’s team members and bottom line. Sharing lessons learned from more than 26 years working as a solo firm marketer, along with best practices from other solo firm marketers and industry experts, the goal is for participants to leave this session with a renewed focus and a specific action plan geared toward activities yielding the greatest results.
Key takeaways will be in the form of action plans and ideas for customizing and implementing at the participant’s firm. This is a critical-thinking, idea-sharing, and problem-solving session geared toward generating thoughts on how to make examples and experiences shared work for everyone in their own unique situation.