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Professional Services Marketing Digest

We have a lot to say... you might even want to subscribe so you don't miss anything! 

How Professional Service Firm Managing Partners Can Make Marketing a Revenue Center

Posted by Alan Vitberg

Jul 26, 2017 9:00:00 AM

Across all different kinds of businesses, momentum has been building for turning marketing departments and functions into revenue centers instead of merely being a cost center.  

CEOs are moving away from employing Chief Marketing Officers and instead, are hiring Chief Growth Officers, they’re demanding accountability, they want documented results showing ROI, they’re capitalizing on the availability of easily collected and accessible data, they’re looking to decompartmentalize marketing and sales functions... and whole lot more.

Is your accounting, law, consulting, or staffing firm making this transition, or is it business as usual?

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Topics: CPA Firm Marketing, Consulting Firm Marketing, professional services marketing, growth strategies for a staffing agency, staffing agency marketing

Should Your Marketing Department Be More Focused on Sales Than Branding?

Posted by Alan Vitberg

Apr 19, 2017 9:00:00 AM

It’s time for a serious talk about investing in sales enablement.

Oops. I heard it again.

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Topics: CPA Firm Marketing, professional services marketing

7 Culprits that May Be Killing Your CPA Firm’s Organic Growth

Posted by Alan Vitberg

Mar 22, 2017 9:00:00 AM

Opportunities for Top Line Growth in 2017 and Beyond

Business is good in the accounting industry.

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Topics: content marketing, sales and marketing alignment, CPA Firm Marketing

How CPA Firm Marketing Teams Can Use Busy Season to Crush Firm New Business Goals

Posted by Alan Vitberg

Jan 25, 2017 9:04:00 AM

You Might Be Surprised What You Can Accomplish Without Involving Partners or Staff

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."

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Topics: CPA Firm Marketing

The Strange Relationship Between the PATH Act and Badminton at the 2016 Olympics

Posted by Alan Vitberg

Aug 17, 2016 9:00:00 AM

The Gold Medal for World Class Marketing Goes to…

I’m officially an Olympics junkie.

I knew I might have a problem when I told Janice that I couldn’t wait for the 8:00 am live feed stream to begin so I could find out who was going to win the Group A Women’s Badminton Double Group Play Stage A match between Misaki Matsutomo and Ayaka Takahashi of Japan and Puttita Supajirakul and Sapsiree Taerattanachai of Thailand. 

I got one of those raised eyebrows and a “Whatever, Dear” look, and even though I was prepared to tell her about the world’s record for the fastest badminton smash ever recorded (253.5 mph, if you must know), I thought it better to keep silent rather than be an ongoing source for her amusement.

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Topics: lead generation, CPA Firm Marketing, professional services marketing

This CPA Firm is Hitting It Out of the Park

Posted by Alan Vitberg

Aug 2, 2016 9:00:00 AM

The Benefits of Aligning Marketing, Subject Matter Experts, and Business Development Resources

I think the next frontier in professional services marketing and business development is going to come in the arena of alignment between marketing, business development, and subject matter experts.

Some firms are making enormous strides in creating a closed loop marketing-subject matter expertise-sales process. The results of getting everyone on the same page, marching to the beat of the same drummer, toward an agreed upon set of new business objectives can have a big payoff in terms of getting more visibility, leads, and new clients or engagements.

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Topics: inbound marketing, CPA Firm Marketing, alanvitberg, niche marketing, professional services marketing

Are Your Niche Practice Leaders Tough Enough to Get Better Results from Their Marketing Spend?

Posted by Alan Vitberg

Jul 12, 2016 8:00:00 AM

It takes a curious partner asking tough questions to do the tough job of aligning niche marketing and sales efforts.

I know the meaning of tough.

It just happened last week when instead of smoking a very expensive cut of meat in my brand new smoker for 6 hours like the recipe called for, I kind of forgot, and 17 hours later, discovered I had created a meat hockey puck.

Rookie mistake.

Not only was the meat tough, so too was the look I got from Janice and the rest of my family when they found out their dinner choices had gone from “Spicy Sweet Apple Wood Smoked Always a Crowd Pleaser Brisket” to a choice of bologna on white bread with yellow mustard or a bowl of Cheerios.

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Topics: lead generation, inbound marketing, CPA Firm Marketing, alanvitberg, niche marketing, professional services marketing

How CPA Firm Marketing Programs Land Big Fish

Posted by Alan Vitberg

Jul 5, 2016 8:57:25 AM

It’s all about picking the right fishing hole and using the right bait

We were on Lake Ontario about 6 miles offshore, and I was mesmerized by our charter captain’s latest purchase: a very expensive commercial grade fish finder.

This phenomenal piece of technology not only colorfully displayed every rock and submerged object 200 feet below in stunning detail, it also pinpointed schools of bait fish that hovered above the lake trout that were the reason the four of us were playing hooky that day.

At that point, it was a matter of baiting the hooks, setting the lines at various depths, and trolling.

We caught over 150 lbs. of fish that day, and lest you think that I’m some kind of fishing wunderkind, that was the biggest catch of my life, and for that matter, all of our lives. By the end of the charter, my arms felt like I had bench pressed a Smart car 50 or 60 times over my head.

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Topics: inbound marketing, CPA Firm Marketing, marketing strategies and tactics, Professional Services Firm Marketing

How One Unsuspecting CPA Firm Walked into the Lion’s Den

Posted by Alan Vitberg

Jun 30, 2016 10:34:20 AM


A Lesson on Karma Marketing vs. Inbound Marketing for Professional Service Firms

Janice was sorting through the day’s mail—the old fashioned kind, printed, stamped, delivered by a postal employee in a little truck—and handed me an envelope. 

“Hey, this one’s addressed to you,” she said, barely glancing up from the pile of assorted catalogues, flyers, donation pleas, and other detritus seeking to separate us from our cash.

Like you, I’m not a big fan of unsolicited mail. That’s one of the reasons I planted my flag squarely in the inbound marketing camp. More on this later. 

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Topics: inbound marketing, CPA Firm Marketing, Professional Services Firm Marketing

Oops… Forgot to Put These Firm Marketing Items on the Partner Retreat Agenda!

Posted by Alan Vitberg

Jun 21, 2016 8:31:01 AM

3 Critical Discussions and One Award

The sounds coming from the 1st tee. (THWOCK!!! “Sh*t!”)

The annual reveal of partner Bob’s skinny, old and very white legs.

The contest of who can order the most expensive bottle of wine.

Ah … it must be time for the annual firm partner retreat. Two or more days set aside during the year where partners assemble offsite to do the serious work of managing their business.

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Topics: CPA Firm Marketing, marketing strategies and tactics, Professional Services 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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