Marketing
Growth is the goal of nearly every professional services firm — and in the accounting industry, that growth often comes through mergers and acquisitions. As firms expand, diversify, and increase their market presence, the role of the marketing team becomes not only more essential but also more complex. What begins…
Consistent branding in firm-wide emails can improve recognition, streamline responses, and even reduce phishing risks. At Yeo & Yeo, we developed branded “Connection” emails for key internal functions—ensuring the right messages reach the right people. Check out the infographic to learn more about the benefits and how you can implement…
Strong internal communication is essential for keeping teams aligned, engaged, and informed. These articles highlight the importance of clear messaging, choosing the right communication channels, planning strategic campaigns, and avoiding common missteps—offering practical insights to help organizations communicate more effectively from the inside out. Internal Communications Are Underrated Internal communications…
We are seeing a surge of ‘fun committees’ at firms to increase employee engagement and boost morale. Internal communications and employee engagement are essential to the success of any organization. Work should be about more than just the work we do daily – it should be a place where creativity…
In the world of public accounting, trust, expertise and consistency are the pillars of your external brand. But what about your internal brand? For too long, firm Intranets have been treated as mere back-office tools managed by IT, infrequently updated and rarely seen as a strategic asset. However, in today’s…
Artificial intelligence (AI) is reshaping marketing in profound ways. From automating content creation to improving marketing efficiency, AI tools are becoming indispensable for firms looking to scale their outreach and impact. In a recent episode of the Amplify! podcast, I had the pleasure of speaking with Blake Oliver, founder and…
Accounting firms need more than technical expertise to thrive. While business development (BD) professionals focus on relationship-building and client acquisition, marketing teams play a crucial behind-the-scenes role in equipping BD specialists with the tools they need to succeed. This article explores how marketing departments can create and maintain an effective…
Why Look for New Clients When Growth is Already in Your Backyard? Accounting marketers and business development professionals spend significant time and resources chasing new clients. But what if the easiest opportunities for growth were right in front of you? The truth is, most firms are sitting on an untapped…
Ben Sappington, a seasoned business development professional with nearly two decades of experience, is at the helm of growth efforts for the Aerospace & Defense and Transportation & Logistics practices at Moss Adams. Since joining the firm, he’s played a vital role in developing and optimizing nationwide sales strategies, as…
In the accounting industry, marketing and business development are often treated as separate functions—marketing handles branding, content and campaigns, while business development focuses on building relationships and closing deals. But here’s the reality: when these two teams are fully aligned, they become a powerhouse for firm growth. If you’re a…
Welcome to CPA Growth Trends — your source for information, insights, tools and best practices to drive growth within an accounting firm.
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.