What’s the Right Marketing Technology for a CPA or Professional Service Firm?

What Comes First ... Software or Strategy or Commitment?

I just finished responding to a post in an accounting marketing forum where the author came down on HubSpot in a rather harsh manner. Now I’m not sure if the author had a bad HubSpot experience or was just having a bad day, but frankly, I was a little PO’d at the tone and temper of the piece.

Full disclosure #1: I am a HubSpot Certified Gold Partner and probably one of the leading proponents in the entire inbound marketing universe of using HubSpot as necessary or appropriate in CPA and other professional service firm marketing programs.

Full disclosure #2: I was a lot PO’d.

I’m of the opinion that marketing technology is a must have for accounting firms. The good news is that there is a ginormous number of marketing technology software and platforms now available. The bad news is that there is a ginormous number of marketing technology software and platforms now available. So how do you choose the right solution?

Here’s what I wrote in the forum:

“In the greater scheme of things, selecting a marketing technology platform is a tactical decision and should be the very last item on the "to do" list. That decision needs to be made after objectives, goals and strategies  have been defined. Partner preferences and motivations,, firm priorities, resources and in-house skill sets need to be considered.  It's only at that point that you might find that an all in one solution like HubSpot is most appropriate, or a single "best in class" solution makes sense, or even a self-managed solution that pieces together different types of software is best for your firm. “

To a very large degree, a successful inbound marketing program is dependent upon having the right technology and tools to execute and manage the program. But that’s not the most important variable... it’s a willingness to change, to adapt to a new marketing approach and mindset, and to get partner involvement and engagement ... that’s going to make or break an inbound marketing program for a CPA or any other type of professional service firm.

There’s not a marketing technology platform out there can come close to the total capabilities and functionality of HubSpot (note: see full disclosure statement 1, above). But even though we have HubSpot orange running through our veins, it may not be the appropriate solution for your firm, just as any other marketing technology may not be appropriate.

HubSpot works best in a situation where the firm has measurable goals and objectives, has made a commitment to inbound marketing, and where they don’t want to stitch together a number of different tools and technology platforms to execute their inbound program – even if they’re “free”. They understand that it’s a tool and like any tool, the more adept the craftsperson, the better the result.

In this post, I didn’t really talk about what got me PO’d about the post I responded to but after chanting my calming mantra, flatpicking a few fiddle tunes, and taking the dog out for a run, I feel a lot calmer.

Full disclosure #3: It also helped when I looked at the author’s firm’s marketing metrics and BTW – I used the competitors function/scorecard in HubSpot to get there. And seeing those results had the most calming effect of all!