Skill Building
Marketing and accounting professionals know honing and harnessing the right skills is the best way to grow your CPA firm.
Whether you are an experienced professional looking to expand your skills, you are new to the profession or you are looking to gain more insight into growth strategies for CPA firms, AAM’s skill building courses and certificate opportunities offer the in-depth knowledge and education you need to advance your career.
AAM’s skill building offerings support our members and growth-minded professionals (accounting marketer, business developer, partner, up-and-coming accountants, and more) through innovative programming and insightful thought leadership. These courses include on-demand learning videos that you can access at any time.
"The Elevating Your Firms Client Experience course equipped me with practical ideas and strategies that I use every day in my role. As our firm embraces new and exciting ways to serve clients, the course has helped me better understand how to elevate the overall client experience and build stronger, more lasting relationships."
Marketing & Client Experience Manager, Louis Plung & Company
Executing Digital Campaigns for Accounting Firm Growth
Executing Digital Campaigns for Accounting Firm Growth in 2026
Turn digital campaign strategy into confident execution. The Executing Digital Campaigns for Accounting Firm Growth Certificate Course gives accounting and advisory marketing professionals practical, end-to-end framework for planning, launching, and optimizing integrated digital campaigns that drive measurable results.
Build the skills, workflows, and tools to connect firm goals, audience insights, messaging, channels, and measurement, and put them to work in your next campaign.
Who: Designed for members and non-members with 3–8 years of experience who are actively involved in campaign planning and execution, including marketing managers, senior marketing specialists, digital marketers, demand generation professionals, and campaign-focused marketers looking to strengthen execution skills.
What: A flexible, self-paced, seven-module online course led by experienced accounting and advisory marketing leaders. Participants who successfully pass the final exam will earn a certificate and digital badge.
Why: Move beyond theory with real-world guidance, examples, templates, and repeatable frameworks you can apply immediately to improve campaign performance and demonstrate ROI.
Course Modules:
Click the links below to learn more about each module!
SEO Deep Dive for Accounting Firm Growth
A certificate program designed to provide comprehensive training on search engine optimization (SEO) tailored specifically for marketers in the accounting profession looking to leverage SEO to grow their practices.
Incorporating SEO into marketing strategies is essential for enhancing a firm's visibility. This involves developing content that is not only relevant and engaging but also optimized for search engines, leveraging artificial intelligence for increased efficiency, and focusing on conversion-oriented tactics. Understanding website SEO, through tools like GA4, is crucial for strong site performance and user experience, with its relevance extending beyond the website to include broader marketing efforts such as social media and YouTube optimization. Adopting a long-term perspective on SEO is key, involving the creation of a sustainable strategy that integrates with a firm's marketing and growth goals, leverages in-house resources, effectively utilize third party SEO expertise as needed, and stays on top of future trends to maintain a competitive edge.
Who? Designed to accommodate various levels of SEO familiarity, from beginners to intermediate learners, including:
- Marketing directors, managers, and specialists who are responsible for the firm's marketing strategy and execution.
- Digital Marketing Specialists looking to refine SEO skills for accounting firm growth.
- Content professionals working for accounting firms who want to produce optimized content that ranks well in search engines, attracts potential clients, and supports the firm's growth objectives.
What: A nine-module online course led by subject matter experts and includes a final exam.
Why: An understanding of SEO principles and practices with the ability to directly apply these insights will enhance your firm's visibility, engagement, and growth within the digital landscape.
Course Modules:
Click the links below to learn more about each module and its subject matter expert, including the updated modules 3 & 9!
Elevating Your Firm's Client Experience
Now Available On-Demand!
Elevating Your Firm’s Client Experience is a comprehensive certificate course designed to empower accounting growth and client experience professionals with the knowledge and skills needed to implement effective CX strategies.
This course is your gateway to transforming your firm’s client experience strategies, ensuring they align with industry best practices and drive sustainable growth.
Who: Ideal for members and non-members alike, targeting managers, CX professionals, and firm leaders committed to enhancing their firm’s client experience.
What: A seven-module online course led by subject matter experts. Designed for flexible, self-paced learning. Upon successfully passing the final exam, you will receive a certificate along with a digital badge.
Why: By enrolling in this course, participants will gain invaluable insights and skills, including:
- Understanding essential CX initiatives tailored for accounting firms.
- Enhancing client interactions through advanced technology solutions.
- Acquiring expertise in measuring CX performance and optimizing client journeys.
- Mastering the design of seamless onboarding experiences and effective account management strategies.
- Utilizing client feedback to continuously refine and improve CX strategies, aligning with firm goals and client needs.
Course Modules:
Click the links below to learn more about each module.
Business Developer Fundamentals
An advanced skill-building certificate program designed for those with business development responsibility within accounting firms.
Business development professionals in accounting firms are faced with unique challenges that require a broad and diverse set of skills, unlike most traditional sales roles. To be successful, one must be effective not only at personal selling, but also at facilitating pursuit teams, coaching other individuals and providing general leadership and support to the firm’s sales efforts. This program was designed specifically to help develop these job-critical skills.
Who? Business development or marketing executives, directors, managers or other growth-focused professionals with sales responsibility in accounting firms.
What: A six-module online course that includes a final exam.
Why: It’s seamless to put the learnings from our course into practice because the curriculum was developed by accounting firm business development experts.
Course Overview:
- Optimizing Your Role as a Business Development Professional
- Building Teams for Pursuits and Client Development
- Setting Growth Goals and Priority Targets
- Aligning the Sales Process with How Clients Buy
- Managing a Pipeline and Leading Strategic Opportunities
- Coaching Teams and Individuals to Maximize Performance
"The Business Development Fundamentals course was a great opportunity to not only develop an important skill set, but also engage with some of the top thought leaders in the profession. The information is presented in a way that allows participants to identify what is most relevant to their firm and role now, and how they can use it to grow and reach their goals…intuitive and immersive throughout!"
Senior Growth Manager, HCVT (Holthouse Carlin & Van Trigt LLP)