Hot Topic: How Accounting Marketers Are Driving Growth: AAM Summit Takeaways

The AAM Summit is more than just a conference for accounting marketers. It’s a place to connect with peers, learn from industry thought leaders and walk away with actionable insights that drive business growth. This year’s Summit continued the tradition, offering attendees a packed agenda full of strategies tools and inspiration.

If you couldn’t make it, don’t worry—we’ve got you covered. Here’s a breakdown of the key takeaways our AAM members shared, from business development tips to AI-ready marketing strategies. Use these insights to up your game, whether you’re looking to refine your processes, optimize your marketing or boost internal alignment.

1. Accelerating Partner Success with Business Development

Lori Langholz led a critical discussion on building effective business development (BD) functions. A well-structured BD team can act as a strategic force multiplier, helping partners win clients faster or make informed decisions to step away from poor prospects sooner.

Key BD Takeaways:

• Identify and initiate new relationships strategically.
• Map meaningful connections and represent your firm at key events.
• Stay engaged with prospects through thoughtful follow-ups, even if they’re not ready to buy.
• Focus first on amplifying the efforts of partners who already excel in business development.

By formalizing these BD processes, firms can increase efficiency and create a more reliable pipeline of opportunities.

2. AI in Marketing: Evolving Without Replacing

AI continues to transform the search landscape, but as Brian Swanson noted, it’s essential to treat AI tools as complementary to traditional search engines like Google—not as replacements. Firms staying on the cutting edge will integrate both.

How to Optimize Your Marketing for AI:

• Stay informed about evolving search engine features, like Bing Webmaster Tools and structured data tools like llms.txt.
• Focus on audience intent and structure content predictably to resonate with both AI-driven platforms and traditional search engines.
• Use question-based queries, rich FAQs and well-crafted summaries to boost search visibility.

AI and traditional search must work hand-in-hand for a well-rounded, future-proof strategy.

3. Prioritizing Client Experience through KBI and KPI Alignment

Tracking behavior-based indicators (KBIs) is just as important as tracking traditional performance metrics (KPIs). Aligning these two frameworks helps guide and measure the client experience at every stage.

Pro Tips for Client Experience Enhancement:

• Use refined surveys to discover what services or topics clients are most interested in discussing.
• Build systems to identify and flag key phrases in client communications that can signal new service opportunities.
• Shift the mindset from “selling” to “serving,” ensuring your team listens actively and responds intentionally.

By formalizing these processes, firms can provide a more consistent and scalable client experience.

4. Growth Requires More than Numbers

Growth is no longer optional; it’s an expectation. But sustainable growth involves more than just hitting top-line revenue numbers. Allie Blessing emphasized the need for strategic risk-taking, market expansion and culture prioritization to thrive.

Growth Strategies to Consider:

• Diversify services to meet evolving client demands.
• Take strategic risks that align with long-term organizational goals.
• Focus on leadership development to foster internal alignment and stronger culture.

Clients increasingly value insight and strategic consulting, so firms must clearly articulate the business value they deliver.

5. Creating Value While Selling with Partners/Managers

The foundation of a successful meeting lies in preparation and true active listening.

Steps for Successful Sales Calls:

• Research the client’s business and relevant industry trends at least two weeks in advance.
• Equip your team with meaningful data, role clarity and insights before the meeting.
• Leverage AI tools for deeper research and preparation.
• During the call, focus on listening to understand—not simply to respond.

Follow-up is crucial. Building strong, long-lasting client relationships requires intentional, consistent communication after the initial meeting.

6. Internal Alignment Drives Results

For firms to scale effectively, internal alignment is key. High alignment within teams improves revenue, retention and overall client experience. Treat internal personas (e.g., associates/seniors versus partners) the same way we approach external buyer personas. Tailor communications and resources to the unique needs of each group.

Why Internal Alignment Matters:

• It ensures all stakeholders are on the same page, from marketing to service delivery.
• It enables consistent messaging and smoother collaboration across departments.
• Firms that prioritize alignment see measurable gains in client satisfaction and team efficiency.

By creating clear communication channels and role definitions within your firm, you’ll build a stronger, more united team.

Final Thoughts

The AAM Summit proved once again to be a place full of actionable ideas and strategies for accounting marketers. Whether it’s optimizing your marketing for AI, aligning client experience with KBIs and KPIs or doubling down on internal alignment, there’s something every firm can take away to implement immediately.

Thank you to the AAM members who contributed to the takeaways:

JoAnne Starks, AAF CPAs

Ryen Salo, Herbein + Company, Inc.

Amy Delaney, Kernutt Stokes

Allie Blessing, Mauldin & Jenkins, LLC

Jean Geselius, Conway, Deuth & Schmiesing, PLLP

Rachel Pompeani, Herbein + Company, Inc.