Marketing
Professional services firms are producing more thought leadership than ever — but most of it never gets used in a meaningful way. Reports are posted, webinars are hosted, and podcasts are promoted… then they disappear. According to the Edelman/LinkedIn B2B Thought Leadership Impact Study, 64% of decision-makers say a company’s…
If you’re new to accounting marketing, you’ve probably heard the term thought leadership, but what does it really mean? In simple terms, thought leadership is about positioning your firm or its professionals as trusted experts who provide valuable insights about the industry. In compliance-heavy industries like accounting, trust isn’t optional…
Artificial intelligence (AI) has rapidly evolved from a futuristic concept into a practical, everyday tool for marketers. In the realm of content creation, AI can do far more than just generate text; it can help shape entire strategies, streamline workflows and enhance creativity. From researching and brainstorming new topics to…
Business development and growth-focused roles are increasingly central to the evolution of the accounting industry. As firms adapt to technological advancements, shifting client expectations and competitive pressures, these roles are becoming essential for sustainable growth. The following articles provide an overview of current trends and their impact. The Rise of…
In the competitive landscape of accounting, firm growth isn’t unintentional. It’s the result of a deliberate, coordinated effort. Yet, too often, the departments most critical to driving this growth—Business Development (BD) and Marketing—operate separately. This disconnect can lead to wasted resources, missed opportunities, and a diluted brand message. True growth…
Accounting firm marketers are being asked to do more with less, and technology is becoming central to how firms approach business development. From client intelligence platforms to proposal software, these tools can speed up workflows, sharpen targeting and give partners the data they need to win new business. But with…
Marketers love talking about personas. They’re creative, people-focused and help us imagine what matters to the individuals we’re trying to reach. But when you start working more closely with business development, you’ll hear another term come up: Ideal Customer Profiles (ICPs). ICPs may not sound as exciting as personas, but…
Instagram in 2025: What Accounting Marketers Need to Know Instagram is undergoing rapid changes in 2025, and these updates are significant for accounting firms seeking to remain relevant with clients and prospects. From new image sizes to algorithm tweaks, the platform is making content more visual, shareable, and transparent. Priority…
Budget season is upon us, and it’s time to decide which marketing and business development tools and resources will be included in your team’s 2026 tech stack. For teams using HubSpot, here are some of the most intriguing tools I learned about at the INBOUND conference that caught my attention…
When marketing professionals are asked what they’d include in their dream budget, the answers reveal more than just wishful thinking—they expose the real gaps, aspirations and strategic priorities that shape the future of marketing teams. After gathering candid responses from colleagues across firms, three clear themes emerged: media creation, martech…
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.