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Professional Services Marketing Digest

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3 Characteristics of the Ideal Business Developer for a CPA/Professional Service Firm

Posted by Brian Hasenbauer

Jun 9, 2016 9:00:00 AM

Should Partners be Doing Sales or is Hiring a Business Developer the Right Move?


Survey after survey over the course of many years consistently point out that growth or new client acquisition is one of the top priorities for CPA firms, but many rely on word of mouth, referrals, and charismatic partners to achieve growth goals. There comes a time when firm thoughts turn to hiring a business developer to compliment partner sales activities, but there’s more unhappy endings than “ever afters” for firms that have travelled down this path.

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Topics: hiring salespeople, business development, professional services marketing

How to Use Your Firm’s Inbound Marketing Program as Part of a Retention Strategy

Posted by Alan Vitberg

Mar 8, 2016 11:10:00 AM

Inbound Marketing Can Make Your CPA Firm’s Rising Stars Rise Faster and Higher

For senior partners and HR Directors, there’s no sound quite as disheartening as that of the door closing behind a rising star for the last time as they leave your firm for greener pastures.

You went though the process of GIVING THEM MORE—more salary, benefits, a bigger office, a promise of a supervisory role, a parking space, vacation—and that didn’t work. You laid out a step by step plan and path to partnership, and talked up the promises of being a partner, but somehow the costs of those 70 hour weeks and all work/no play realities just didn’t warm the cockles of their heart. Maybe you took all of the “How to Manage a Millennial” training (hope you got some CPE) but lost your edge when the baby boomer in you leaked through during your discussions.

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Topics: business development, employee retention, inbound marketing, professional services marketing

How to Get More Digital Marketing into Your Firm’s Marketing Mix

Posted by Alan Vitberg

Feb 26, 2016 11:52:35 AM

Balancing the Traditional Versus Digital Marketing Scale in Your CPA or Other Professional Service Firm

Let’s make the assumption that balancing the scales to add more digital is a smart play. What’s next?

Here’s the secret formula to making that balance happen:

Crawl  walk → run → measure → report → communicate

You’ll never go from zero to 60 in five seconds when it comes to developing and implementing a balanced marketing program, especially if you need to do a lot more work in getting your digital marketing house in order. In professional services firms, you need to put some “show me” points up on the scoreboard before you get firm-wide commitment to making the types of changes that will get you to the right balance.

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Topics: business development, CPA Firm Marketing, professional services marketing

Counterfeit $100 Bills, Impatience and Lead Nurturing Strategies for Accountants

Posted by Alan Vitberg

Feb 26, 2016 11:50:25 AM

The Formula for a Successful Lead Nurturing Strategy: Patience + Relevant Content = More Sales Opportunities

I got angry when I went to the bank the other day and had to wait on line for what seemed like an eternity to see a teller to get some cash so I could pay a roofing contractor.
 
After the eternity passed (like 4 or 5 minutes) I finally, finally, got the cash but here’s what happened. It turns out that the bank actually gave me hundred dollar counterfeit bills, which I then used to pay my bill. Imagine my surprise when the next day when I got a call from the contractor that when he tried to use one of the bills at Kentucky Fried Chicken, it started a string of events that eventually included the bank, Sherriff’s department and Secret Service.
 
The universe sure does work in mysterious ways. (There’s more to this story, so stay tuned !)
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Topics: business development, lead generation, marketing automation, CPA Firm Marketing, marketing strategies and tactics, niche marketing

Using Inbound Marketing for Due Diligence in a Merger or Acquisition—Part 2: Lead Generation

Posted by Alan Vitberg

Feb 26, 2016 10:51:56 AM

Do they have a viable and active online lead generation program?

In my last blog post, I made the point that the inbound marketing methodology (attract-connect-engage-delight) can be used as part of the merger or acquisition diligence process for assessing what a buyer or seller brings to the table in the way of marketing.

A quick review: (1) this idea is not designed to replace “traditional” due diligence investigations regarding marketing, but to complement those investigations in a deeper and more meaningful way; and (2) the value of using this methodology lies in the fact that it can be used as a harbinger of what can be rather than what is now.

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Topics: business development, inbound marketing, marketing strategies and tactics

Using Inbound Marketing for Due Diligence in a Merger or Acquisition

Posted by Alan Vitberg

Feb 26, 2016 10:50:21 AM

The Difference Between a Snapshot and a Crystal Ball

It looks like the flurry of deal making in 2016 is going to be on pace with what we saw in 2015. That means deal values well over $2 trillion, but yet, it’s likely that more than two out of every three deals are going to fail.

There’s been volumes written about the reasons why mergers and acquisitions fail, but I tend to look at top line effects unrealized or unfulfilled as a key trigger of failure. All of the M&A transactions I’ve been involved in were built around an expectation that the merged companies would be able to create a greater volume of sales together than could have been accomplished alone.

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Topics: business development, inbound marketing, marketing strategies and tactics

Using Inbound Marketing for Due Diligence in a Merger or Acquisition—Part 3: Lead Nurturing

Posted by Alan Vitberg

Feb 26, 2016 10:03:23 AM

Forecasting More Post-Merger New Customers Using an Inbound Marketing-Based Assessment

I wonder if there are any of my blog readers out there who could have correctly made the following forecasts:

  • Gas for about $1.75/gallon.
  • Both the Duquesne men’s basketball and the Temple women’s gymnastics team getting stuck for 24 hours at the same time on the Pennsylvania Turnpike in the Great Blizzard of ’16. (Wonder if there were any fisticuffs over the last Cheez Doodle...)
  • Bernie Sanders.
  • The continuing saga of my heartbreaking Buffalo Bills missing the playoffs for the 16th year in a row.
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Topics: business development, inbound marketing, marketing strategies and tactics

10 Reasons Why Inbound Marketing is Perfect for Marketing Consulting Services

Posted by Alan Vitberg

Feb 16, 2016 12:49:39 PM

Is it Time to Shake Up the Way You Market Your Consulting Firm or Practice?

I’ve been thinking about your consulting firm.

It’s probably small (less than 25 people), provides a niche service or serves a niche market, and was built upon the industry or technical expertise of its founders. It may be a standalone business or a niche practice tucked inside of a larger organization like a CPA firm.

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Topics: business development, inbound marketing, Professional Services Firm Marketing, Consulting Firm Marketing, professional services marketing

6 Key Survey Findings About Marketing and Business Development Strategies at Accounting Firms

Posted by Alan Vitberg

Feb 16, 2016 11:47:45 AM

1:1 Networking and Referrals Still the Most Prevalent Approach to New Business

My friend Rick Telberg from the Bay Street Group and CPA Trendlines was kind enough to give me a copy of his recent research report, “Marketing and Business Development Strategies at Accounting Firms – 2012 Survey Report with Commentary and Analysis”

It’s a masterpiece with tons of information that can help any CPA firm benchmark their marketing program by an interesting combination of firm size and “hi versus lo" performers.

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Topics: business development, CPA Firm Marketing, marketing strategies and tactics

Niche Marketing-Top Line Growth for CPA, Law, Consulting

Posted by Alan Vitberg

Feb 16, 2016 9:14:07 AM

Rule 5: Top Line Growth Happens at the Niche Level

To date, I’ve addressed four of the 13 new rules for marketing that are going to transform the way that CPA, law and consulting firms grow their top line. Today, Rule 5: new business action happens at the niche level, so allocate your resources appropriately.

The value of niche marketing for professional services firms is undeniable. Niche marketing allows the firm to:

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Topics: business development, CPA Firm Marketing, marketing strategies and tactics, niche marketing, Professional Services Firm Marketing, Consulting Firm Marketing


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.

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