Marketing
Great client experiences don’t happen by accident. They are intentionally designed, consistently delivered, and deeply embedded into an organization’s culture. Below are some of the most impactful books on customer experience, hospitality and client loyalty that offer practical ideas for creating memorable interactions and lasting relationships. Raving Fans: A Revolutionary…
One of my favorite sessions at the Legal Marketing Association’s annual conference is the General Counsel panel. Year after year, general counsel candidly describe what they value in outside counsel and what frustrates them. The comments are remarkably consistent: communicate proactively, don’t surprise us, meet deadlines, understand our business and…
If you’re a solo marketer or department of one, you’ve probably had this experience: someone at the leadership level says, “We really need to focus on client experience.” Suddenly, every eye in the room turns to you. It’s a lot. And the concept of building a full client experience program…
Client experience (CX) is easiest to manage when nothing is changing. The relationship team is stable. Clients know who to call. Processes are familiar. Technology works the way it always has. Fees are predictable. And the partner who has been signing the engagement letter for 15 years is still the…
In a profession built on precision and trust, marketing can often feel like a minefield. Too flashy and you risk undermining your credibility, too safe and you blend into the background. But across the accounting industry, a quiet revolution is underway. It’s not driven by trend-chasing or jargon-heavy campaigns, but by something much more authentic: storytelling.
If you still think of press releases as a media relations tool and nothing more, it’s time for a reframe. In the age of AI-powered search, your earned media strategy has quietly become one of your most important visibility levers and most accounting firms aren’t taking advantage of it yet.…
Technology is reshaping every aspect of the accounting profession, from how firms market their services and engage prospects to how they deliver client experiences and advisory solutions. As artificial intelligence (AI), CRM platforms, digital marketing and automation continue to evolve, staying informed is essential for marketers and business development (BD)…
At this year’s AAM Summit, Sam Pagel (COO, Resound Creative) and Cassy Clayman (Marketing Manager, Topel Forman) delivered a refreshing take on something we all say we’re doing, but often overcomplicate: building a content engine. Their message was simple, actionable and honestly a little liberating: Just Hit Record. Start with…
Professional service firms have invested heavily in proposal technology over the past several years. Proposal platforms, workflow automation, content libraries and AI are helping teams work more efficiently than ever before. Yet, many proposal teams continue to face growing pressure to deliver highly customized proposals in 24 to 48 hours.…
The conversation about technology in professional services has been about tools: which platform, which pilot, which vendor. But firms are learning that the hard part was never the software. Accounting is being reshaped on two fronts at once, and they are starting to collide. On one side is the technology…
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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.