November 2024: Speaking in Leadership’s Language: Communicating Marketing Success with Metrics

Seasoned Marketer: With the rise of AI-driven search platforms, Google’s shift away from third-party cookies, and a flood of new digital tools, traditional marketing metrics are in flux. I recently sat down with Yeo & Yeo’s Digital Marketing Coordinator, James Kuch, to explore some of these trends and gain insight into how accounting marketers can stay strategic in the face of significant technological shifts. Here’s what we discussed.

Business Development: What can marketing and business development do to provide insights on revenue? Where should marketing and business development spend their time in the most valuable way for the firm to grow? Let’s find some areas to focus on that will generate value for leadership. In this article, we will dive into suggestions for reporting up to leadership and organizing data to help us perform better.

Beginner’s Guide: Selecting the right metrics is essential for marketing professionals to track progress and highlight the impact of their efforts. In the accounting industry, this involves balancing core marketing principles with the unique demands of a service-driven field. This article discusses the key metrics to focus on, as well as those to avoid.

Articles of Interest: User expectations are shifting when it comes to online search, necessitating a new approach to content creation and SEO strategies. We’ve curated insights from industry leaders on the importance of focusing on user intent, crafting authoritative content and building brand trust in an AI-driven world.

Meet a Member: Apoorv Dwivedi is a strategic marketing advisor at Fixyr Marketing, an active AAM volunteer, and a data analytics and AI expert who is always generous in sharing his knowledge. Apoorv has more than 25 years of marketing experience and serves on AAM’s Board of Directors. Learn more about Apoorv in this month’s Meet a Member.

October New Members:

Antony Nettleton, Sikich
Baylee Holder, GreerWalker
Carly West, DMJPS PLLC
Cecilia Flagg, Brown, Edwards & Company, LLP
Christine Grapo, Cohen & Company
Darci Congrove
Elizabeth Donahue, RKL LLP
Emily Rownd, Cohen & Company
Gary Wallace, Keiter
Jennifer Massucci, HW&Co.
Jennifer Parker, BeachFleischman
Jeremiah Berger, Grassi
Jess Toms, MarksNelson
Joy Youell, Winsome Marketing
Laura Sprouse, Brown, Edwards & Company, LLP
Marnie Burke, Cohen & Company
Rona Vaselaar, The Bliss Group
Ruth Celestin, Kreischer Miller
Sophia Bodo, Schneider Downs