Opportunities for Top Line Growth in 2017 and Beyond
Business is good in the accounting industry.
Mar 22, 2017 9:00:00 AM
Mar 21, 2017 9:00:00 AM
The other day I was reading a story about the construction of the soon-to-be-completed Tappan Zee bridge.
For those of you who don’t live in New York State or in in the greater New York City metro area, this is a $4 billion (that’s right … with a “B”) construction project scheduled to be completed in 2018 to replace an existing bridge over the Hudson River connecting Rockland and Westchester Counties, and serving as a main artery bringing traffic into New York City.
Mar 8, 2017 9:00:00 AM
I have a lot of admiration and respect for the new H&R Block “Power of Won” campaign featuring IBM’s Watson and spokesperson Jon Hamm.
It’s brilliant on so many levels. By doing a deep dive on the campaign, managing partners, executive committees, and marketing teams at CPA firms (as well as other professional services) can learn a lot about marketing and communications done right.
First things first, you need to know who Watson is. You might remember it as the cognitive technology that thrashed a few Jeopardy champions a few years back. Since then, Watson has become a runaway anthropomorphic success for IBM, offering its capabilities to commerce, healthcare, financial services and a host of other industries. Now here’s simple exercise that can serve as the core of what I’d like you take away from this blog post.
Feb 15, 2017 9:01:00 AM
I had a very interesting talk with a Chief Marketing Officer at a medium sized CPA firm last week when the topic of the responsibilities and accountability partners and business developers have to the marketing department came up.
“It seems,” he said, “That we’re always being used reactively, rather than proactively. That makes us order takers and button pushers rather than having a seat at the Executive Committee level to discuss goals and strategy”
“Between the two of us, I’m not even sure the partners know how much more we can contribute than writing proposals or updating bios or creating sales sheets.”
Hmmm… seems like I’ve heard this 2 or 3 (hundred) times before.
Feb 8, 2017 9:00:00 AM
There’s a lot of new thinking about the relationship between marketing and sales functions. Quite a few marketing gurus suggest that there needs to be a negotiated agreement about goals, objectives, strategies, tactics and each department’s respective roles in moving a prospect through the sales funnel.
Jan 25, 2017 9:04:00 AM
When I first got into accounting firm marketing, I was warned by more than a couple of partners about “not bothering them during busy season."
Topics: CPA Firm Marketing
Jan 11, 2017 9:00:00 AM
Dec 21, 2016 9:00:00 AM
I’m not going to write about CPA firm marketing or, for that matter, any professional services marketing issue today.
Instead, I want to discuss good ol’ fashioned sales and what it takes to get from an inquiry or referral to a signed contact. This post isn’t about the hottest marketing trends or statistics from the most recent survey of marketing practices … it’s about what partners need to have in their toolkits to close more sales at a faster pace.
Dec 14, 2016 9:00:00 AM
Recently, the research team at Ascend2 published the “2017 Digital Marketing Plans Survey.” If you are involved in your firm’s marketing and sales efforts, it’s a worthwhile read.
Nov 23, 2016 9:00:00 AM
I think I’ve come up with a new way to help marketing and sales teams communicate the status of the firm’s new business efforts to owners and partners: using “marketing emojis.”
Now, in what amounts to a blink of the eye, you’ll be able to initiate the types of conversations with partners you’ve only dreamed about in the past, along with an easy-to-understand way of identifying the marketing and sales initiatives (and funding) you need to get the ROI they demand.
It starts with this strategic map that categorizes 4 different possible situations describing what leads and sales look like in your company right now. Here’s your User’s Guide to this map:
LeadG2’s Professional Services Team specializes in online marketing for CPA, consulting, recruiting, staffing, and other professional services firms. Contact us here or call Dean Moothart at (407) 913-7091 to talk about how you can get more visibility, leads, and new business for your firm or niche practice.