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SUMMARY:AAM DEI Webinar: Thinking About AI Through a DEI Lens
DESCRIPTION:AI is transforming how marketing content gets created and who it includes. In a year when regulators\, boards\, and audiences are all rethinking DEI\, marketers are uniquely positioned to use AI as a force for inclusion rather than risk. \nIn this session\, you’ll explore how AI tools can uncover hidden bias and help you write copy that’s both compliant and inclusive. We’ll walk through what’s changed in the past year from a regulation perspective and how these developments are reshaping marketing language\, ethics\, and accountability. \nThen we’ll run an AI/DEI audit using a custom GPT that scans your marketing content for bias\, accessibility gaps\, and exclusionary phrasing. We’ll test real firm examples and experiment with a ready-made prompts list to find improvement areas. And we’ll talk about what word you should swap out and what words to keep in your toolkit. \nWhether you’re reviewing an ad\, job post\,or thought-leadership article\, you’ll leave knowing how to make what you do more inclusive of your target market\, using AI to strengthen both your messaging and your firm’s brand integrity. \nKey takeaways:\n1. A custom GPT and practical prompts and to detect and correct bias.\n2. A “Words to Watch” list and inclusive rewrite examples to make every message more welcoming.\n3. Use AI to DEI-proof marketing collateral \n  \nSpeakers \nKatie Tolin | Co-Founder\, XcelLabs \nKatie Tolin is the co-founder of XcelLabs\, an AI-first technology\, training\, and coaching company\, where she’s helping transform the accounting profession by elevating advisory skills and preparing accountants to lead in an AI-first world. She is also the founder of CPA Growth Guides\, where she serves as a consultant and outsourced chief growth officer\, helping firms turn strategy into action across marketing\, business development\, product innovation\, and client experience. A former in-house marketing leader\, Katie has built a career developing data-driven\, innovative programs that move firms forward. She is a former 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’s also a Hall of Fame inductee and past president of the Association for Accounting Marketing. \n  \nDr. Rachel Anevski | CEO & Founder\, Matters of Management \nDr. Rachel Anevski\, SHRM-CP\, PHR\, is a nationally recognized advisor\, speaker\, and writer working at the intersection of Human Resources\, Marketing\, and Organizational Leadership. As the CEO and Founder of Matters of Management\, she helps public accounting firms and professional services organizations strengthen their employer brand\, evolve leadership capabilities\, and build people-centric systems that improve both retention and revenue.
URL:https://accountingmarketing.org/event/aam-dei-webinar-thinking-about-ai-through-a-dei-lens/
CATEGORIES:AAM High Webinar
ATTACH;FMTTYPE=image/jpeg:https://accountingmarketing.org/wp-content/uploads/2022/07/Webinar-500-pixels.jpg
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DTSTART;TZID=America/Kentucky/Louisville:20260211T130000
DTEND;TZID=America/Kentucky/Louisville:20260211T140000
DTSTAMP:20260116T164929Z
CREATED:20260116T164929Z
LAST-MODIFIED:20260116T164929Z
UID:10095-1770814800-1770818400@accountingmarketing.org
SUMMARY:AAM High Webinar: Smarter Growth Through Client-Centric Collaboration
DESCRIPTION:Clients don’t want a pitch; they want to feel understood. This session shows how marketing and BD can partner to create personalized approaches that resonate with decision-makers and drive growth. Through examples and practical steps\, we’ll explore how to use data\, insights\, and collaboration to build trust and deliver value. \nLearning Objectives: \n\nPersonalize with purpose: why tailored outreach wins more trust than generic messaging.\nCollaborate in practice: examples of marketing + BD teaming up on proposals\, outreach\, and events.\nTurn insights into action: converting data and intel into engagement that matters to clients.\n\nSpeakers \nJosh Woods | Director of Practice Growth\, Lane Gorman Trubitt\, LLC \nJosh is a growth-focused leader and trusted advisor at LGT\, where he brings more than 25 years of experience in business development and marketing to cultivate strong client relationships and expand the firm’s reach. He is adept at developing and executing targeted marketing campaigns that not only attract new clients but also strengthen relationships with existing ones\, contributing to the firm’s consistent year-over-year growth. His skills span marketing strategy\, content marketing\, brand management\, and social media marketing\, all informed by data-driven insights from project management and big data analytics. \nA veteran of the U.S. Air Force Reserve and former board member of the Texas Healthcare Advisory Council\, Josh brings a unique blend of leadership experience and business acumen to LGT. He is committed to fostering a culture of client service excellence and driving sustainable growth for the firm. His ability to connect with clients on a personal level has been instrumental in building long-term partnerships and driving repeat business. \n\nAlex Salvo | Business Development Director\, Lane Gorman Trubitt\, LLC \nAlex is a Texas-based business development leader with 11 years of experience in professional services\, working with business owners and executives during periods of growth\, complexity\, and change. She is especially passionate about supporting local\, owner-led Texas businesses and strengthening the communities they’re built in. She currently serves in business development for a 75-year-old\, Dallas-based CPA firm\, Lane Gorman Trubitt\, where she partners with companies navigating audit\, tax\, and accounting consulting needs. \nHer business development approach is simple and maybe old-school: show up\, be useful\, be curious\, tell the truth\, provide value before there’s ever an ask (and most importantly)\, see it through. While sales is often treated as an individual contributor role\, Alex believes real growth happens through collaboration\, and that tight alignment between business development and marketing is one of the most powerful and underestimated assets inside a firm. That mindset has made her a trusted partner to business owners across industries. \n 
URL:https://accountingmarketing.org/event/aam-high-webinar-smarter-growth-through-client-centric-collaboration/
CATEGORIES:AAM High Webinar
ATTACH;FMTTYPE=image/jpeg:https://accountingmarketing.org/wp-content/uploads/2022/07/Webinar-500-pixels.jpg
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DTSTART;TZID=America/Kentucky/Louisville:20260226T130000
DTEND;TZID=America/Kentucky/Louisville:20260226T140000
DTSTAMP:20260203T164644Z
CREATED:20260203T164644Z
LAST-MODIFIED:20260203T164644Z
UID:10176-1772110800-1772114400@accountingmarketing.org
SUMMARY:AAM High! Webinar: The 60% Problem with Your Website: How AI is Impacting Your Web Traffic and What to Do About It
DESCRIPTION:It’s estimated that 60% of Google searches no longer result in clicks to a website\, thanks to the growing role of AI search. From AI snippets snagging prime Google real estate to users using ChatGPT\, Gemini\, and other gen-AI platforms to ask questions\, marketers have a dilemma: embrace and adapt to AI search or continue to lose organic traffic. Because this isn’t really a choice\, marketers must choose how to incorporate AI into their digital strategy. But where to start? This AAM High! webinar will lead attendees through the following core topics:\n\nUnderstanding the differences between traditional search and AI search\nApplying AI search to the new and improved (is it really though?) Google search model (and what that looks like on the website)\nOptimizing for AI search through tactics like user intent\, question-based terms\, content structure\, and more\nLeveraging AI to make content development easier and more efficient\n\nBrian will break down the technical jargon so attendees leave knowing what they can do to upgrade their existing website\, no large-scale redesign required. \n\nSpeaker \nBrian Swanson | Chief SEO Strategist\, Flashpoint Marketing \nBrian started his career in accounting marketing in 1998\, gaining experience in consulting and in-house accounting marketing before founding FlashPoint\, an SEO and digital marketing agency\, in 2011. Since that time\, Brian has been a featured speaker and thought leader in the profession on web development\, UX optimization\, and SEO. The combination of his technical knowledge and practical experience have made him the “go to” consultant for firms seeking to transform their website into a lead generation tool. Brian served on the Board of Directors for AAM from 2014-2018\, the Chair of the Website Committee and in several other volunteer roles. He was a contributor to AAM’s SEO certification course and regularly speaks to accounting associations about SEO and GEO. \nBrian has a unique perspective gained from working with over 30 firms at different points in the digital marketing journey. This gives me the opportunity to meet marketers where they are and offer practical guidance on how to move efforts forward. More importantly\, recent presentations at prior Summits have been well rated and praised for it’s flow\, informal and engaging style\, and quick-witted presentations. Ultimately\, he is able to provide the “facts” but adapt to different firm’s environments to help marketers find a way to success. \nOutside of work\, Brian enjoys travelling and has visited over 32 countries. When not travelling he enjoys volunteering within the community and go on regular runs.
URL:https://accountingmarketing.org/event/aam-high-webinar-the-60-problem-with-your-website-how-ai-is-impacting-your-web-traffic-and-what-to-do-about-it/
CATEGORIES:AAM High Webinar
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