Marketing
Unlike most careers in public accounting, marketing doesn’t come with a predefined roadmap. Many of us enter accounting marketing as generalists, learning a little bit of everything along the way. We write articles, coordinate events, update websites, manage social media, support business development and jump in wherever help is needed.…
When your press release announces an M&A transaction, then the media, your competitors and basically everybody should know about it. Except they don’t. In one M&A scenario a few years ago, my team worked on internal and external communications so that the growth team and partners could roll out news…
When private equity invests in an accounting firm, the expectation is that the business will become more valuable. Growth and improved profitability help deliver that return. For business development professionals, the impact can extend well beyond a higher revenue target. It can influence how growth is planned, where the firm…
Every private equity deal in accounting sends out an echo. Grant Thornton’s PE-backed acquisition of CBIZ is the loudest yet, and its message is clear: private equity is no longer a trend. It’s changing how accounting firms compete. There is a widening gap between enormous, PE-backed firms and everyone else.…
Good news! There is no single right way to build a marketing team inside an accounting firm. The structure that works for a solo marketer at a regional firm may look very different from the model needed to support a multi-office, multi-service-line organization. But across firm sizes, the same questions…
If you’re an accounting marketer, there’s some new IRS guidance about using AI in a federal tax practice that you need to know about. I know “IRS AI guidance” sounds like something to forward to the tax department and move on with your day. But buried in the discussion about…
Budget season has a way of turning last year’s event calendar into next year’s event strategy. We sponsored this conference last year, so put it back in the budget. We’ve hosted that client event for five years, so add it again. Partners will want money for golf outings, dinners and…
If you’re relatively new to accounting marketing, the last quarter of the year can feel overwhelming. Budget planning, campaign calendars, sponsorship renewals, technology decisions, vendor demos, and strategic plans all seem to collide at once. The good news? You don’t need a crystal ball. You need a framework. As you…
When accounting firms merge, most of the attention tends to focus on technology integration, operational efficiencies and financial results. Marketing, however, faces its own unique challenge. How do you bring together multiple brands, budgets, priorities and office cultures into a single strategy without losing the local relationships and market knowledge…
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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.