Marketing
Partners want growth. Clients want more value. Budgets want proof. That’s the reality for accounting firm marketers heading into 2026. The challenge isn’t doing more—it’s doing the right things, consistently, and funding them in ways that create measurable results. High-growth firms show us the way forward. They invest nearly twice…
Budgeting is a term we know all too well in accounting, yet marketing budgets are often forgotten, nonexistent, or rarely reviewed and updated. Whether you’re new to budgeting or already have an established budget, AAM’s Marketing Budget Benchmark Study highlights the key drivers that directly influence high-growth firms. To dive…
Authors: Kayla Juba, Brown Plus & Melissa Schiller, Barnes Wendling CPAs A marketing retreat is a dedicated event (ranging anywhere from a few hours to several days) where marketing professionals step away from their daily work to focus on intensive marketing strategy development, team building and professional growth. Marketing retreats…
If you’re finding your LinkedIn posts underperforming, or worse, getting buried, you aren’t imagining things. Earlier this year, LinkedIn changed its algorithm, and company pages have seen a drop in organic reach. Most of the changes align with what works best on mobile (hello, vertical video), but it also looks…
Marketing technology is changing the way accounting firms connect with clients and grow their business. But with so many options, it can be tough to know where to start or how to use these tools well. If your firm’s tech stack feels disconnected from your growth strategy, you’re not alone.…
My career in accounting marketing began in 1994 in Williamsburg, VA, when I answered a newspaper ad (yes, a newspaper ad!) for a marketing coordinator position at Eggleston Smith PC, a regional accounting firm. Almost immediately, I knew I had found the right career fit. I enjoyed building marketing and…
From Ideation to Implementation: Starting a CX Program from the Ground Up I recently had the pleasure of facilitating the August AAM High! Webinar on how to start a successful customer experience CX program within an accounting firm. In this discussion, PBMares, LLP Director of Marketing Julia Germeyer and Herbein…
Lead generation is only the beginning. For accounting and consulting firm marketers, the real challenge lies in qualifying those leads and nurturing them through the lifecycle—from initial awareness to signed engagement.
Rebranding an accounting firm is no small feat. It’s a process that requires careful thought, significant investment and a clear vision of where the firm is headed. But beyond the new logo, updated website or refreshed tagline, there’s a deeper question: How does rebranding impact your business development efforts—and your…
In early 2025, the Association for Accounting Marketing (AAM) embarked on a bold rebranding journey in partnership with GRAPHEK, a strategic design agency with deep expertise in working with associations. The initiative, driven by a commitment to modernizing AAM’s identity, aligning with its evolving visions and better reflect its growing…
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.