Marketing
BD is More Than Winning New Business Ask most people inside an accounting firm what ‘business development’ (BD) means, and you’ll get some version of the same answer: going after new clients. It’s pursuit, the pitch, the proposal or even the handshake (if you’re Southern like I am) at the…
Most accounting firms don’t have a lead generation problem. They have a follow-up problem. You sponsor the event. You attend the conference. You have three or four genuinely good conversations with people you should follow up with. Then Monday hits. Everyone goes back to client work. Priorities shift. The urgency…
The conversation around AI in professional services has shifted. The question is no longer “should we use AI?” but “where does it actually move the needle?” For marketing and business development leaders at accounting and consulting firms, this distinction matters. Professional services operate on trust, long buying cycles and deep…
Accounting firms are waking up to the reality that artificial intelligence is no longer a future-forward trend. It’s a right-now imperative. But while much of the conversation around AI focuses on automation, productivity and disruption, there’s a quieter story playing out in firm marketing departments: the rise of the marketer…
How to evaluate sponsorship spend: Before your firm defaults to “yes,” it’s worth stepping back to evaluate which opportunities truly support growth and which ones simply add noise.
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…
In 2006, I was returning to the workforce after nearly a decade of full-time experience and several years juggling part-time marketing gigs while raising two young kids. When they headed off to school, I scanned the local classifieds for my next adventure and spotted an ad for a public relations…
People are surprised to hear that my career in accounting marketing started as a legal assistant. Yet, that unexpected start shaped a career that led me from marketing coordinator to director to partner. And today, into a senior leadership role with one of the largest national firms in the country.…
Ask most accounting firm leaders how they differentiate, and you’ll hear familiar answers along the lines of relationships, responsiveness, deep industry knowledge and exceptional client service. These qualities matter. But when every firm leads with the same language, none of them actually differentiate. The result is predictable. Initial conversations are…
1. [Micro Learning Case Study] Strategically Creating Content that Connects – This session will cover launching an effective content strategy, starting with consistency first and then growing in complexity over time. Jamie Miller from Marketing by Numbers and Cassy Clayman from Topel Forman will share their real-world experiences building a…
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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.