Posts By
Katie Tolin
Katie Tolin is the president and chief growth guide at CPA Growth Guides. She’s a former in-house marketer having spent time at regional, super-regional and national accounting firms. Today she helps CPA firms drive top-line revenue and profitability through data-driven marketing strategies. She’s a past president of AAM, a former marketer of the year and was inducted into the Accounting Marketing Hall of Fame.
By Katie Tolin and Dr. Rachel Anevski AI has officially crossed the line from “interesting experiment” to everyday marketing tool. Accounting marketers are using it to write website copy, summarize webinars, create imagery, shape firm positioning and even help HR write job descriptions. In many firms, AI is now part…
If you think the window to generate revenue from the One Big Beautiful Bill (OBBBA) has closed, it hasn’t. The headlines may have faded, but the firms that treated this legislation as a growth opportunity are still converting it into conversations, visibility and new work. In a recent AAM High…
Building a Career in Accounting Marketing “You’re hired!” But then what? For far too many accounting marketers, the first day on the job is also the last time anyone talks about their future. Unlike their peers in audit or tax, marketing professionals in accounting firms rarely have a clearly defined…
Inside the 2025 AAM Marketing Budget Benchmark Study If you’re still building marketing budgets based on historical allocations or gut feelings, the new AAM Marketing Budget Benchmark Study is a wake-up call. It doesn’t just highlight what firms are spending. It shows you what the smartest, fastest-growing firms are doing…
If you’re a marketer in an accounting firm, your job is to make money for the shareholders. That’s the game. But how do firms actually make money? How do partners get paid? And why does understanding all of this matter for you? If you’ve ever pitched a great idea only…
Marketing within the accounting industry has grown exponentially over the last few decades. Initially an underappreciated role, marketers in accounting firms are now recognized as vital contributors to firm growth, client retention and brand development. With marketing roles evolving to include digital engagement, client experience and even employee recruitment, there…
Generating digital leads is just the beginning for accounting firms. The real challenge lies in effectively qualifying and managing those leads to convert them into loyal clients. From initial contact to final decision, every step needs to be meticulously planned and executed to maximize conversion rates and drive business growth.…
Digital reigns supreme, making it imperative for firms to understand the intricacies of digital advertising to capture the attention of their target audiences. In a recent Amplify! season all about digital lead generation, Sean Smith, chief marketing officer at Schneider Downs, shares strategies, tactics and nuances of digital advertising that…
Like training for a long-distance race, successful search engine optimization (SEO) requires a structured approach. In a recent Amplify! podcast discussion with Brian Swanson, Chief SEO strategist at Flashpoint Digital Marketing, he explained how firms need to look at SEO as a marathon that takes more time to train for…
Lead generation has undergone a profound transformation in recent years. Accounting firms, once reliant on traditional methods, are now harnessing the power of digital platforms to drive growth and secure quality leads. In a recent Amplify! podcast discussion with David Toth, chief growth officer at Winding River Consulting, he shared…
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Beyond the Database: Building a CRM That Fuels Business Development
Nikki Burgeson | UHY-US
In this episode, Chris Camara speaks with Nikki Burgeson about the critical role of CRM systems in business development, particularly within professional services.