AAM MINUTE
May 2023: AAM Summit Recap | Recruiting Tips | Interview with Marketer of the Year

Hot Topic: Nearly 400 accounting marketers, business developers and growth professionals attended this year’s AAM Summit in Salt Lake City. It was 2.5 days of learning, networking and making new friends because, really, accounting marketers tend to make fast friends! Here are some of the attendees’ best takeaways.

Meet a Member: AAM’s 2023 Marketer of the Year, Lucas LaChance, is a Texas Society of CPAs Rising Star Award-winning relationship manager, auditor, board member, author, and speaker with two decades of leadership in assurance, consulting, risk management/mitigation, and taxation services. After nearly a decade as an auditor working with clients in a number of industries; including construction, M&D, and not-for-profit; he now is responsible for leading firm initiatives to expand existing client relationships and establish new ones, investigate innovative client services and solutions, and instill a culture of client service and sales. Get to know AAM’s 2023 Marketer of the Year, Lucas LaChance, in this month’s Meet a Member.

Business Development: Women comprise about half of all staff in CPA firms. Yet, less than one-quarter of partners in firms are women. Why? It often comes down to business development. They progress to the level where they need to develop business and stop for a multitude of reasons. In today’s competitive staffing environment, your ability to retain these women leaders is imperative – the growth of your firm depends on it. Here’s why.

Seasoned Marketer: What can your firm do to stand out and attract top talent? We interviewed Yeo & Yeo’s Manager of Recruitment & Campus Relations, Bill Stec, to find out. This article highlights five unconventional recruiting techniques Yeo & Yeo has implemented in the past year. With innovative thinking and a willingness to try new approaches, firms like Yeo & Yeo can continue to attract top talent and build a strong workforce for the future.

Beginner’s Guide:The business cycle has swung again toward firms’ top goals including recruiting and retention. So, as marketers always do, we pivot! It’s like you’re applying your broad skill to produce recruiting materials, show up on social media and maybe even participate in recruiting events. However, if you haven’t yet deployed your CRM to bolster your recruiting and retention efforts, it’s time. Here are eight ways to use your CRM to level up your recruiting and retention strategies.

Business Development: Recruiting a Business Development Executive (BDE) into your firm has two parts: recruiting the right BDE for your firm culture and leadership and retaining that BDE to hold their engagement within your firm. Read the full article here.

April New Members: 

Anna Chen, Krost CPAs & Consultants
Ashley Beale, Meadows Urquhart Acree & Cook, LLP
Courtney Jones, Sutton Frost Cary LLP
Dulce Vázquez, JA DEL RIO
Jennifer Bruhn, SVA Certified Public Accountants
Karla Moreno, JA DEL RIO
Kristofer Lenz, Macias Gini & O’Connell LLP (MGO)
Laura Corona, JA DEL RIO
Meg Hoevener, McGuire Sponsel
Sarah Flannigan, ADKF
Tyler Cuda, Sassetti LLC