Posts By
Dawn Wagenaar
Dawn Wagenaar is Principal of Ingenuity Marketing Group, LLC, in St. Paul, Minnesota. Ingenuity works with accounting firms across the country on branding, research, marketing and growth to make their professionals famous. Dawn is past chair of the AAM Conference Committee and Virtual Education Committee and past member-at-large for AAM National Board of Directors.
Have you considered what PR for accounting can look like at your firm? Over more than 17 years of supporting professional service firms with communications, my agency has experienced many client situations that required delicate public relations. These situations can include: Angry clients Challenging M&A negotiations Negative search results Illness…
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How can analyzing research help you form a content marketing strategy? There is great value in conducting research and getting objective feedback. If you find areas in which your firm is excelling with prospects, existing clients and employees, you will want to maintain and improve what you are doing and…
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Sponsored post by Ingenuity Marketing Niche Lead Generation Strategies Niche lead generation is a two-way street of active and passive activities at accounting firms. The active part is training team members to suggest additional services to existing niche clients and to be involved in the niche for professional visibility and…
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“Identifying the business objective and how can marketing help is the first place a marketer should start when developing KPIs for their firm,” said Suzanne Reed, Marketing Director at LMBC, during the March 26th AAM High webinar. In the webinar, “The ABCs of KPIs for CEOs,” Suzanne shared examples of…
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Change is hard. With so much riding on a successful merger or acquisition for an accounting firm, the most important role for marketing is making change just a little bit easier. The role of marketing in mergers and acquisitions will identify key audiences, messaging and timing of the firm’s big…
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At this moment, clients will use technology if it’s easy and less expensive than a service provider. Some clients say they want proactive guidance and a back-up opinion, but mainly they don’t want things messed up and expensive. This is a time when marketing can really change the conversation about…
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Mergers and acquisitions are an imperative part of most firm’s growth strategies. In fact, when attendees on our recent AAM High! Webinar were asked if M&A is part of their firm’s growth strategy, all but two respondents said yes. What is the accounting marketer’s role in M&A? Here are five…
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By Dawn Wagenaar, Ingenuity Marketing Group On our most recent AAM High! webinar, Bill Penczak of Briggs & Veselka Co. shared how to grow your firm through a niche market strategy. Here is our recap of the session. To set the stage, Bill shared the results of a recent…
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Building a successful search engine optimization (SEO) strategy can be difficult for marketing professionals who wear many hats. In our recent AAM High! webinar, “Building SEO Success with Few Resources,” Diane Kulseth from Siteimprove shared basic terminology, core components, key team resources and a standard SEO process. Basic Terminology Search…
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By Dawn Wagenaar, Ingenuity Marketing Group Each year, firms and agencies submit their best work to be considered for an Association for Accounting Marketing’s Marketing Achievement Award (AAM-MAA). This award recognizes outstanding achievement in accounting marketing. We recently surveyed members to find out what questions they had about the…
Read MoreWelcome to CPA Growth Trends — your source for information, insights, tools and best practices to drive growth within an accounting firm.
What a Business Development Executive Does
with Danielle Reynolds, Business Development, Manager with Whitley Penn
A business developer’s day involves a myriad of activities from external meetings with business owners and referral partners to scoping calls for initial client connections.