AAM High! Webinar: Marketing Metrics That Matter

Today we have more data than we ever did before. However, not all data is created equal. Do you know what data firm leaders actually care about? And how does that data differ from what you as a marketer look at? While you might look at email open rates and engagement numbers to enhance your efforts, many partners don’t understand this data nor do they truly care about it if it doesn’t tie into a strategic firm goal.  You have to understand what matters to your firm and be able to share KPIs that highlight marketing’s contributions to the firm. This session will look at:

• Metrics marketing should consider
• Metrics partners likely care about
• How a KPI dashboard can help others visualize the story you want to tell

Speaker

Katie Tolin founded CPA Growth Guides after a decades-long in-house marketing career working with local, regional and national professional services firms. She has developed highly successful programs notable for innovation, data-driven marketing strategies and measurable success in moving firms forward. Today she works as a consultant or an outsourced chief growth officer helping firms connect the dots between strategy and action to ensure they receive a positive ROI in the areas of marketing, business development, product management/innovation and client experience.

Throughout her career, Katie has been named Accounting Marketer of the Year, one of the Top 100 Most Influential People in Public Accounting and one of the Most Powerful Women in Accounting. She was also inducted into the Accounting Marketing Hall of Fame, is a former president of the Association for Accounting Marketing and is a contributing author to “Bull’s-Eye! The Ultimate How-To Marketing & Sales Guide for CPAs.” In addition, she runs mastermind groups focused on firm growth through her other company, Rally Rounds, and teaches business development leadership through Power Up Professionals.