Posts By
Dana Bottorff

Dana Bottorff is a Principal at Anadon Marketing/Communications. She helps CPA firms and professional services companies create a distinctive voice in the marketplace with marketing messaging that conveys a unique brand.

Marketing and Human Resources Collaboration for Successful Recruiting

Marketing and Human Resources Collaboration for Recruiting, Retention

By Dana Bottorff / June 2, 2022

Competition for talent was fierce among accounting and advisory firms even before the phenomenon known as the Great Resignation, with college accounting school graduates choosing careers in other industries and young accountants leaving public firms in search of better work/life balance. While accounting and advisory firms have accelerated their adoption…

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Networking in a Virtual World

By Dana Bottorff / October 20, 2020

Six months into the COVID-19 crisis, we can run video conference meetings in our sleep, and social media has taken on greater importance than ever before in our business development efforts. But have we really mastered the nuances of the virtual world and maximized its potential to move the dial…

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Puzzle with the text "Marketing's Vital Role in M&A" on top of the puzzle|Puzzle with the text "Marketing's Vital Role in M&A" on top of the puzzle

Marketing’s Vital Role in M&A

By Dana Bottorff / August 18, 2020

The role of culture is central to a successful merger. Leaders from firms large and small agree it is one of the few things that can stop a deal in its tracks. Culture becomes the common touchstone of managing partners when exploring a possible merger. However, values can be tough…

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Drawing of Different Colored Hand Prints Representing Being Authentic in Building Relationships with Underserved Communities

Being Authentic Priority #1 in Building Relationships with Underserved Communities

By Dana Bottorff / July 28, 2020

“Strength lies in differences, not in similarities,” according to Stephen R. Covey, author of The 7 Habits of Highly Effective People. For accounting and advisory firms, these words define a path to growth and success that many are traveling. As firms reach out to connect with more diverse client groups,…

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Marketers at the Partnership Level Woman at Desk Working

Marketers at the Partnership Level? 4 Marketers Share How They Moved to the Next Level

By Dana Bottorff / February 25, 2020

As CPA firms increasingly shift their focus to advisory services, the leadership teams that will usher them into the future are expanding the range of skills and experience at the partnership level, including bringing marketers into their partner groups. Performance Metrics For non-CPA partners like marketers, the billable hour performance…

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Featured: Season 5 Episode 1

The Digital Lead Gen Process For Accounting Firms

with David Toth of Winding River Consulting

Explore expert strategies for digital marketing success with the latest insights on SEO, content strategy, lead generation and more.