Meet a Member: Fallon Morrissey

Just the Facts

• Name: Fallon Morrissey
• Title: Content Marketing Manager
• Years of Experience: Almost five years in accounting marketing, with 10 years of total marketing experience
• College Name & Degree(s): University of Wisconsin-Madison (go Badgers!); Bachelor of Arts, Psychology
• Firm Name: Wegner CPAs
• Firm City & State: Madison, WI
• Firm Size: Top 200 (approximately 190 employees)
• Email Address: [email protected]
• Professional Memberships: AAM-Social Committee & DEI Circle; WICPA-Editorial Board; CPAmerica
• Community Involvement: Greater Madison Chamber of Commerce; Dane County Neighbors Helping Neighbors
• LinkedIn Profile: linkedin.com/in/fallon-morrissey-00240279

 

Getting to Know You

What types of thought leadership strategies does your firm employ?

At Wegner CPAs, we treat thought leadership as a fully connected ecosystem. For us, it’s never about isolated pieces of content. We integrate a mix of webinars, articles, and presentations under our firm’s brand (both internally and externally) and at the same time, I work with our SMEs to develop individual thought leadership strategies to support their professional goals. In other words, while we produce high-level content, such as comprehensive guides and in-depth seminars, we also develop thought leadership and engagement content for more informal platforms, like LinkedIn. All these elements work together to engage and educate current clients and prospects, opening the door to cross-selling opportunities, better client relationships and greater brand awareness.

The main throughline is always strategy, starting with where we want to go and working backward to build a map for how to get there (and owning as much of the process as possible). At Wegner, marketing leads content strategy and often content creation itself, bringing in SMEs and technical reviewers toward the end, rather than asking them to start from scratch. This allows us to maintain a consistent output and targeted strategy without burning out our professionals or overwhelming our best collaborators with dreaded nonbillable work. It isn’t always perfect, but we’ve found this is the right dynamic for our firm and its people.

Overall, our goal is two-fold: 1) create an ecosystem where every piece of content supports and enhances the others, and 2) that ecosystem should be deeply engaging, highly targeted and truly valuable to our existing and future audiences. Those two pillars guide our approach and make it genuinely holistic, distinctly “Wegner,” and, ultimately, impactful.

 

What is a “must know” for new accounting marketers?

Technical skill development is important, of course, but what truly makes you an effective marketer is the ability to build and foster relationships both within and outside your organization. Try to invest the same amount of time and energy into relationship development as you do technical development, and bonus points if you can do both simultaneously.

 

What are your special skills, or what is something people may not know about you?

I spent two years as a preschool teacher, and I credit all my best interpersonal skills to my experience in the classroom. I love to nerd out about early childhood development and learning theories!

 

What is the biggest benefit you receive from your AAM membership?

The biggest benefit of my AAM membership has been the relationships I’ve built because of my involvement. I’d be remiss if I didn’t take this opportunity to shout out and thank my AAM Mentor, Neil Fauherbach. Having the opportunity to bounce ideas, talk strategy and at times, commiserate with an accomplished accounting marketing leader who understands the nuances of my position is truly incomparable. That kind of access, combined with all the other meaningful relationships I’ve been able to build through AAM (shout out to my besties in the social media committee!), have contributed to my growth in significant ways!

 

What blogs/social feeds do you subscribe to that are helpful?

If you are not already following Joy Youell’s LinkedIn and TikTok, what are you doing?! Joy is one of the few “creators” doing AI content well, and her keen marketing insights, paired with her dry sense of humor, make for some of the best short-form educational content that exists for marketers today. Definitely give her a follow!