This includes sessions from the conference: Association for Accounting Marketing Summit (as part of AICPA ENGAGE 2019)
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.
Thirty years ago, the AICPA revised its Code of Ethics to allow advertising, and accounting marketing was born. Ever since, firms have wrestled with how to link marketing investments to tangible sales results. Today we look across the industry and find no shortage of sophisticated marketers blazing trails. However, the challenge to align marketing and sales continues to perplex many growth leaders.
Most definitions of marketing and sales place one before the other in a continuum, rather than each in its own silo. There is a relay, although there isn’t a distinct handoff. Rather, the two functions continually support each other. Herein lies the key to true integration: Align all marketing and sales roles and responsibilities along a single, unified client development process.
Participants will be provided with a 'Marketing and Sales Alignment Guide' with a summary of key points that can be used for future reference.
Participants will explore and learn:
Discover how a regional firm made its after-hours networking/business development experience one of the most successful initiatives in the firm’s 37-year history. Learn about every detail from invitation design and event branding, to guest list and gift baskets, and even the method of follow-up that turned this event into one of the most talked about and well-attended referral-based networking events in the city. The event grew from 75 attendees in year one to 175 attendees in year four. And, we will share best practices from this event that we now apply to all firm events, including a modified version of this same event in another city.
AI has made it possible for marketers to accomplish tasks they’ve been talking about for decades. In this presentation, I’ll discuss how you can tackle three essential firm-growth goals, including marketing campaign performance, sales and revenue impact, and customer loyalty, using AI resources. Leveraging crowd-sourced knowledge, they’ll be examples of how to increase efficiencies and to unify data from disparate sources, automate and future-proof data models for scale, and reduce optimization cycles.
Communication is at a crossroads and this includes the digital space. Organic or paid? Influencer marketing or from the brand? Regardless of where you net out, your brand deserves to be in the spotlight. Gone are the days of relying solely on organic content--the best communicators are executing solid paid digital strategies on social media and beyond. From Facebook boosted posts and targeted ads to Twitter campaigns—each comes with its own parameters for reaching niche audiences and expanding brand reach. If you haven’t established a paid social media strategy, this is your next move. We’ll cover what to track, how to track it, and the most effective way to set up your information to be understood and analyzed by key decision makers in your company.
Nearly 80% of organizations think they are providing a positive customer experience but customers disagree. Barely 10% of customers feel as if they are being served well. Customer experience is the new brand building—how you interact with customers at every level, from websites to phone conversations to meetings is driving customer value and your bottom line success. How can you determine if you're doing a good job with your clients, if your services are valued, if you have an opportunity to upsell? Customer experience is the new competitive frontier to increase satisfaction, loyalty and advocacy. Learn how to conduct an experience study and get examples of what you might learn about your customers and your company.
In this chat, we will dig into reasons firms tend to overwork prep, comp and review engagements along with some strategies and technology that can help get your firm delivering high quality financial statement services as efficiently as possible.
The digital era has brought about a blistering pace of change that’s only getting faster. It’s rapidly resetting consumer expectations and challenging organizations to disrupt themselves to remain relevant. And it’s bringing enormous opportunity for the accounting profession. To lead our clients and employers through these increasingly volatile times, we must open ourselves to new possibilities – reimagining the services and skills we offer to keep the profession vital and relevant well into the future.
Video marketing is taking consumers by storm because it engages customers and prospects and helps convert them into buyers. Recent statistics show that video content is not only effective, but the demand for it has grown at a rapid pace. According to Hubspot, 43% of people want to see more video content from marketers and companies that use video in their email marketing, see a 5x higher open rate and 8x open-to-reply rates. Cisco also forecasts 80% of all consumer internet traffic will be videos by 2020. With these kind of stats, don’t you think it’s time to learn more about video marketing?