AAM Minute

The AAM Minute is a monthly e-newsletter that provides timely information about topics that impact accounting marketing and practice growth. It is available to anyone interested in what is happening in accounting marketing.

To find out how you can advertise in the AAM Minute, visit our sponsorship page.

April 2019: Consulting and Advisory Services...Accounting Survival


Beginner's Guide:
People that work at accounting firms can no longer just rely on basic bookkeeping and accounting services. What was once a cushy tax-and-audit monopoly has become a low-growth commodity. In this article, find out if you are ready for the next chapter?

Articles of Interest
  1. As technology performs more compliance-related tasks and CPAs shift their focus to advisory services and value-added strategic input, the prospect for profit and growth appear to be as bright as any point in the profession’s history. Click here to learn how technology plays a role in the future of advisory services and what your firm should be doing.

  2. Your firm can avoid becoming insignificant by creating value in industry specialization and consulting/advisory services. Click here to learn how to transform your firm from the traditional accounting firm model to a professional services firm model.

  3. Click here to follow these nine steps to build a unique value proposition that will help sell the value of your firm’s consulting services and win new clients.

  4. The world of accounting is evolving at a fevered pace. Knowing the trends that are shaping growth for the accounting firm of tomorrow will help you move up the value chain. Click here to learn about the 5 trends that should be on your radar.

  5. Disruptive technology, the rise of new business models and the pressures exerted by intense global competition are transforming the marketplace. Click here to learn the challenges your firm could face as you move into consulting and advisory services.


What Do You Think? Each month we ask readers to contribute to our topic conversation and share a little about what they do in their firms. In March, we asked about blockchain technology. Click here to find out how you and others answered. This month we ask that you please take a minute for the minute and answer this month’s poll questions about how your firm is expanding into consulting and advisory services.

The Seasoned Marketer:
It is a thrilling time in the accounting profession. Businesses are seeking more consultative advice, strategic direction and looking for workable solutions to remain competitive, secure, and financially healthy. The world and business climate is changing. Technology is impacting the way we work, communicate and compete. Click here to read more about marketing's role in elevating consulting and advisory services.

Business Development News: The automation revolution is here! And, it’s transforming the way accounting firms and their clients do business. You have heard for years now … accounting firms will not survive with a hefty book of compliance clients. This article discusses the need to diversify and expand advisory services is imperative for future sustainability and continued growth. 

Meet a Member: Meet AAM Member Becca Davis, Director of practice growth at Rea & Associates. In this article, Becca shares what she believes is the biggest issue facing accounting marketers today. 

New Member List: April 2019

March 2019: What is Blockchain Anyways?


Beginner's Guide:
This article breaks down some of the basics of blockchain — what it is, what it does and why it is so revolutionary. Learn a bit about how it will impact the accounting industry and why marketers need to pay attention.

Articles of Interest
  1. Visuals always improve the learning process. Reuter’s created this infographic to explain blockchain.

  2. What is a blockchain and how do they work? Simply Explained – Savjee’s YouTube video explains why blockchains are so special in simple and plain English. This video has been viewed more than 2.6 million times so invest six minutes and learn about blockchain.

  3. For a video specifically related to the accounting industry check out Blockchain Might Remake Accounting. Tom Hood, president and CEO of the Maryland Association of CPAs and the Business Learning Institute, discusses big data and blockchain technology. He helps us understand basics of blockchain including potential uses in supply chains, smart contracts, and audit automation.
  4. Will Blockchain Render Accountants Irrelevant? This brief article by Innovation Enterprise discusses the potential of blockchain to completely revolutionize the accounting industry.
  5. According to a Forbes Insights survey in association with KPMG of 250 finance executives, almost 41% say their firm uses blockchain in some manner, and another 50% expect their organization to start using blockchain within two years. Read this article on how blockchain may impact both auditors and CFOs.
AAM Monthly Poll: Each month we asked readers to contribute to our topic conversation and share a little about what they do in their firms. In February, we asked what intimidates you about AI and if you are currently using it. Click here to find out how you and others answered. This month we ask that you please take a minute for the minute and answer this month’s poll questions about blockchain.

The Seasoned Marketer:
Have you ever wondered what oranges and blockchains have in common? Well, IBM’s blockchain expert in the financial services market is going to give a bit of background on blockchain and how it is disrupting oranges, yep, oranges. In this article, Sesso uses oranges to help illustrate how blockchain can be used for more than just cryptocurrency.

Business Development News: Blockchain and other rapidly advancing technologies such as artificial intelligence big data analytics, virtualization etc. will have disruptive and transformative powers on the accounting and finance industries, as well as the clients they serve. This article digs into opportunities that business developers can leverage with blockchain technology. 

Meet a Member: Meet AAM Member Teresa Hansen, Senior Marketing Manager at Mazars USA, LLP.  In this article, Teresa shares her "must know" for new accounting marketers. 

New Member List: March 2019

February 2019: AI in Marketing...Hello, Dave.


Beginner's Guide:
You probably already use Artificial intelligence (AI) on a daily basis, but what does it mean to use AI as an accounting marketer? Click here to learn what AI is and how it can make you a more effective marketer. Hint: it’s likely to be your future superpower.

Articles of Interest
  1. AI is disrupting many industries and changing the way we do business. As marketers, this article gives an overview of how AI will reshape what we do.
  2. For most, when you think AI you think of the large costs that will most likely be associated with it. As AI continues to grow, we’re seeing many affordable AI tools becoming available. This article will show you how AI marketing is within reach for small businesses.
  3. As marketing AI continues to advance, a question for many of us is what that means for content marketing. This article dives deep into showing us the future of content marketing and AI. 
  4. Understanding how AI will fully be used in brand marketing and communications is still unknown. This recent Forbes article brings us the top AI predictions from twelve experts.
  5. While marketing automation continues to grow and become the norm, we start to look at how AI can further our marketing automation efforts. This article describes the most popular use cases of marketing automation and AI.

AAM Monthly Poll: 
Each month we ask readers to contribute to our topic conversation and share a little about what they do in their firms. In January, we asked about what data is important to you. Click here to find out how you and others answered. This month we ask that you please take a minute for the minute and answer this month’s poll questions on what intimidates you about AI and if you are currently using it.

The Seasoned Marketer: 
In this article, Paul Roetzer, the creator of the Marketing Artificial Intelligence Institute, shares a nine step action plan to tackle AI for your firm - from strategic evaluation to tips on educating and engaging your management. 

Business Development News: For professionals in marketing and business development who earn their living by identifying, nurturing and converting leads, Artificial intelligence is going to make a big impact. In this article we focus on getting past the fear of AI and seeing the possibilities for a new ally in business development. 

Business Development News: As technology continues to evolve at light speed, many of us are constantly impressed at the level of innovation. Much of the buzz these days seems to be centered on the concept of artificial intelligence (AI) and how it is being applied to business. In this article, learn about the role for AI in business development. 

Meet a Member: Meet AAM Member and AAM Minute Chair, Jennifer Cantero. Learn more about her experiences in her 20 plus year career in marketing in this article

New Member List: February 2019

January 2019: Your Data is Talking, are You Listening?


Beginner's Guide: 
In this article, learn what a Key Performance Indicator (KPI) is and how you can use them to measure your success and growth as a marketer. Learn which KPIs are important to look at and how to leverage them to make sound marketing decisions.


Articles of Interest

  1. Google Analytics is an integral tool that every marketer should be using. After all, Google Analytics is a free and automatic way to collect data-what’s not to love? Well, if you are suspicious that the data it’s giving you is inaccurate and you don’t know how to fix it, you might end up giving up on it. This article from Hinge covers several common scenarios where your data is inaccurate and ways to troubleshoot them.
  2. Google Analytics is not the only free tool on the market that you can use to collect data. This Forbes article understands that many businesses are investing 3% or less of their revenue into marketing, and shares a list of free online tools. Track keywords, clicks and social posts without any spend.
  3. A CRM platform is the streamlined way to track and report on all of your sales data, but the market is so crowded and it can be overwhelming to choose one. This piece aggregates reviews of the best CRM software for 2019 and includes a features chart for easy comparison. It’s a great place to start if you’re looking for your first CRM, or looking for a change. 
  4. We all want to understand how our marketing efforts are driving growth for our firms.  This article gives great background on the methodologies behind measuring programs’ effectiveness, including advantages and disadvantages to tools that measure ROI using each of these methodologies. If you can decide the right methodology for your firm, you’re on your way to selecting the right software and getting the results you need. 
  5. Don't miss this recent AAMplify! episode with Heath Alloway, National Growth Manager with BKD, LLP. In less than 20 minutes, you’ll learn how accounting firms can use big data to save time and improve decision making. 


AAM Monthly Poll: 
Each month we asked readers to contribute to our topic conversation and share a little about what they do in their firms. In December, we asked about your upcoming milestones. Click here to find out how you and others answered. This month we ask that you please take a minute for the minute and answer this month’s poll questions on what data is important to you.


The Seasoned Marketer: 
There’s certainly an art to making marketing and business development initiatives work. But the intersection of that art with the science of data is where the real magic happens. In this article, learn about the many key performance indicators you can use to tell the story of your practice. Included are some categories of metrics, and how you can put them to work as you build growth plans.


Business Development News: 
Many business developers and growth professionals in CPA firms are responsible for driving the growth of the firm. But how do you know you are making progress? Sure, top-line growth comes to mind and is often the catch all measurement. But is that the only metric? Are there other things you should consider? In this article, learn how to use Key Performance Indicators (KPIs) to drive growth in your accounting firm.


Meet a Member: Learn more about Caitlin Balcerzak at TDT CPAs and Advisors and her accounting marketing career in this article.

New Member List: January 2019

December 2018: Celebrating Milestones

Topic At Hand: Celebrating milestones at work makes employees feel appreciated and valued. Click here to learn simple ways to celebrate that will keep your employees engaged and happy.


Articles of Interest

  1. Celebrating milestones helps to create a culture within the workplace. Recognizing the success of your colleagues contributes to the long-term success of the company. This article discusses various reasons why success stories should be shared.
  2. Creating a yearlong celebration surrounding a big anniversary is one way to celebrate your Firm’s successes throughout the year. This brain dump consists of ideas shared from an AAM session in 2015, discussing the celebration of firm anniversaries. Click here to read the many pieces of advice and ideas shared.

  3. This article explores the PR/Marketing spin that surrounds the celebration of a corporate anniversary. From press releases and anniversary logos, to e-blasts and direct mailers, a corporate anniversary should be publicly celebrated, and all the details you need are right here.
  4. Employee engagement can arguably be linked to celebrating workplace milestones and taking the time to make sure your employees feel appreciated. This article states that nearly 80% of people who quit their jobs do so because they feel a lack of appreciation. Click here to read some best practices that you can adapt within your workplace in reference to milestones.

  5. Celebrating anniversaries helps to raise awareness of your overall brand and services throughout your community. It allows you to get in front of your clients, referrals and prospects in a positive light, reminding them of your success and stability. Learn tips such as establishing a budget, how to involve your employees, and how to create a call-to-action.


AAM Monthly Poll: 
Each month we ask readers to contribute to our topic conversation and share a little about what they do in their firms. In November, we asked about your succession planning. Click here to find out how you and others answered. This month we ask that you please take a minute for the minute and answer this month’s poll questions on your upcoming milestones.


Best Practices: 
In this issue we talk about celebrating milestones. However, there is one milestone that is hard to prepare for, and not a lot of people talk about. Celebrating and honoring the life of a partner or leader at your firm who passes. In October, we suddenly and unexpectedly lost our founding partner and I can tell you, there is not a lot of help out there. In this article, I will share my experiences, action items, timelines and things to think about. 

Business Development News: 
Recognition is the great motivator for salespeople and practitioners alike. Sales incentives are distinct from employee recognition in that earning a larger paycheck (incentive) is but one way to reward performance. Top performers expect to be recognized and applauded for their hard work. Click here to learn a few ways to recognize success and celebrate wins.

Meet a Member: Lucas LaChance Meet AAM Member Lucas LaChance, Practice Growth Principal at Lane Gorman Trubitt, LLC.  Learn more about the advice he has for firms about how to celebrate a milestone in this article

New Member List: December 2018

November 2018: Planning for Succession

Topic At Hand: Having a succession plan for your accounting firm is not only about transitioning Partners from one generation to the next.  It’s imperative that accounting firms take a closer look at their Marketing department to help identify how they will transition those roles in the future. This article will discuss steps a firm can take to prepare for a successful transition, whether it’s for a retiring Partner or a Marking Director.


Articles of Interest

  1. If your marketing director decided to leave your firm tomorrow, is your firm prepared to fill the role quickly? Without having a succession plan in place your firm might be scrambling to fill the marketing director’s role. Click here to learn how to get ahead of success planning to help secure a path forward for your employees and your firm

  2. If you need a succession plan for your employees and firm, but do not know where to begin, click here for a succession plan template. It will provide you with some suggested information to include in your succession plan.

  3. Succession planning is not just for your partner group. It should be for everyone at your firm no matter their title. Do you have a succession plan in place for all levels at your firm? Click here to learn about a multilevel succession road map approach to succession planning.

  4. In the succession planning process, you ensure that you will never have a key role open for which another employee is not prepared. Click here to read examples how IBM, Apple and Barneys New York benefited from succession planning.

  5. A succession plan is an investment in your firm’s future. You want a well-oiled machine at your firm and the best way to get that is with succession planning. Click here to learn about seven suggestions to kick-start your succession planning at your firm.


AAM Monthly Poll: 
Each month we ask readers to contribute to our topic conversation and share a little about what they do in their firms. In October, we asked about your budgets. Click here to find out how you and others answered. This month we ask that you please take a minute for the minute and answer this month’s poll questions on succession planning.


Best Practices: 
Having a succession plan may seem like a lot of work, and something you can just think about “when the time comes.” However, having a good plan in place will end up relieving stress, and helping your business to thrive now and in the future.  Click here to read some best practices for creating a succession plan.

Meet a Member:  Meet AAM member Craig Browning, Director of Marketing and Personnel at KWC Certified Public Accountants. Read this article to learn more about Craig and his role.

New Member List: November 2018

AAM Minute - October 2018

October 2018: Marketing & Budgeting

Topic At Hand:  Turning Your Marketing Budget Upside Down: New Trends to Consider - It is that time of year. For many accounting marketers this is the time when we take a look at which of the current year’s marketing efforts have been effective and where we feel we should allocate our marketing dollars for the coming year. This article will give you steps and resources to cut through the confusion. This article will give insight into the current spend and trends for the future and trends that are fading out.


Articles if Interest

  1. These pre-formatted budget templates from HubSpot will help you manage your marketing budget at a monthly and quarterly level. The eight Excel templates (also available in Google Sheets for easy team sharing) are meant to be used together to organize all of the moving parts, from branding to events, involved in your marketing budget. Get organized with these in-depth downloads.

  2. This year, Nielsen completed its first ever CMO study, collecting extensive survey data and conducting in-depth interviews to understand today's marketing challenges. Much of the study focuses on evaluation, measurement and budgeting and the sweeping shift in how we spend our money. The article includes a few sneak peek statistics, and the full report is a free download. This link doesn't allow you to download report unless you complete their form ... not sure if she should maybe have another article?

  3. Intrigued by Nielsen's study? Read this interview with its authors. They provide insights on their overall takeaways from the report and trends they now project for the coming years. One highlight: 82% of respondents are planning to increase their digital budget by approximately 50% in 2019.

  4. Last month's AAM Minute included an article on demand and lead generation budgeting. As it becomes increasingly clear that high growth firms are spending more on online marketing activities that more directly impact lead generation than traditional tactics, it's important to spend time on this aspect of your budget as you plan for 2019. It's worth it to take another look at this piece.

  5. Forbes has predicted five marketing trends for 2019. Take a look at what's coming so your budget can reflect new technology you'd like to try. One potentially applicable prediction: communicate with your customers and prospects in the ways they like. Is there a new technology that you can incorporate into your 2019 budget to follow this trend?

AAM Monthly Poll: Last month was our first month we asked readers to contribute to our topic conversation and share a little about what they do in their firms. We asked about your search engine optimization (SEO) plans. Click here to find out how you and others answered. This month we ask that you please take a minute for the minute and answer this month’s poll questions on succession planning.

Best Practices: 
Planning Your Budget - Planning your marketing budget for the year can be a daunting task, but once you understand where you were, where you want to go and how to get there, putting processes in place will make your budget planning less stressful. Click Here to learn how one firm plans their marketing budget.

Business Development News: Using Your Firm's Big Data to Create a Growth Strategy - For many firms, the fourth quarter means budgeting and planning for the upcoming year. Budgets for marketing are often calculated based on a percentage of total revenue for the firm or what was done in the previous year. To better identify where marketing and business development budget monies should be spent, segmentation of the firm's revenue can identify areas that warrant investment. Click here to learn tips on creating a growth strategy.

Meet a Member: AMR Management Services - Learn more about AMR, Rhonda Clark the Association Manager, and Julie Sutton the Project Associate in this article.

New Member List: October 2018

September 2018: Demand & Lead Generation

Topic At Hand: Finding the Needle in the Haystack: Using SEO to Find Great New Clients - As marketers, we live in a world of shiny things. It seems like every day we are bombarded with the newest and greatest "must do" of marketing magic that is going to have new customers banging down our doors. Should we build an Instagram page? Are firms doing Snapchat? And what is all of this talk about inbound marketing? This article will give you steps and resources to cut through the confusion.

Articles if Interest

  1. We all want to create lead strategies that give powerful ROIs. This article highlights effective B2B lead generation strategies. It even highlights by creating a total of 48 infographics, videos, and Q&A blog posts targeting C-level prospects of large market cap financial institutions, the public accounting firm Crowe Horwath generated $250,000 in revenue attributed to content marketing. Learn more about effective B2B lead generation strategies in this is article.

  2. Neil Patel is known as a guru and industry expert for SEO. In this lengthy article he explains the importance of keyword research and how it is vital to your SEO and lead generation strategy. He also gives 5 tips for meaningful keyword research. Read the article here.

  3. Demand generation is a marketing operation that serves to create a demand for or interest in your product.  Lead generation is used to collect specific information about potential clients, turning them into sales leads. They both require unique approaches to content marketing. Learn what type of content you should develop for both lead generation and demand generation in this article.

  4. Amazon makes 57 percent of their sales from long-tail keywords. Targeting long-tail keywords allows you to rank higher, there’s less competition, and can dramatically increase your SEO. Learn a step-by-step guide to integrating long-tail keywords within your blog posts in this article.

  5. For the past few years Account Based Marketing (ABM) has been a top buzz word for marketers. Studies have shown, that when done right, ABM can have a higher ROI than all other forms of marketing. Learn exactly what ABM is and how you can implement it at your firm in this article.   

Best Practices: Evaluating Your Demand and Lead Generation Budget - Accounting marketers are often asked to do more with less, and demand and lead generation strategies are expensive. Click here to learn tips on evaluating how and where you spend your budget dollars, and setting measurable goals for such programs.

Business Development News: How to Harness the Power of Social Prospecting - 7 Key Tips - Business prospecting use to centered on the use of networking events, email and the phone to reach out to potential new clients. Now, the place to be is online. Click here to learn tips that will accelerate your social prospecting efforts and put you in front of the people you want to meet.

Meet a Member: Ryan Krym - Learn more about Ryan Krym, Content Marketing Specialist at Redpath and Company, and his accounting marketing career in this article.

New Member List: September 2018

August 2018: Recruitment & Retention Strategies

Topic At Hand: Fridays Off for the Summer & Family Vacations--CPA Firms Offering Perks that Stand Out - Recruiting and retaining talent is a top concern for CPA firms. In order to attract & keep qualified talent firms across the country are offering perks that go way beyond the standard 401k and PTO. Click here to learn about the outstanding benefits firms are offering to stand out from their competition to potential employees.

Articles if Interest

  1. A few months ago, the Journal of Accountancy, wrote an article about rethinking employee retention. Each company has their own defined organizational culture and values they look for in a potential new hire.  With a better economy people are bolder and have no issue jumping from one firm to another.  Social media has also made it easier for CPAs to find new job opportunities by getting candid opinions on what it’s like to work at different firms. Well-informed employees know they have choices about where they work and are looking for more than just a paycheck and good benefits from their employer. This article discusses how one-size-fits-all initiatives won’t solve your retention problem. The key to retention is culture. 

  2. Here is an article from Accounting today about how firm culture may conflict with the profession’s long-term goals. Firms are offering perks like PTO, dress for your day, work anytime/anywhere, which is meant to retain staff, yet firms are still seeing turnover occurring.  Staff was once willing to work long hours in return for larger salaries - that tradeoff is becoming and less and less appealing. Money is no longer an incentive to overwork as are perks. Company retention is only going to become more important in the future.  In the long run, technology will make retention more important as robotics and artificial intelligence eliminate entry-level jobs. 

  3. Having a retention strategy in place at your firm is important. The first step toward achieving better retention is understanding the scope and the core issues that drive turnover at your firm. Here are twenty employee retention statistics and some simple strategies to help you keep your team together for the long-term. Although some of these statistics may seem alarming, understanding what drives a positive work environmental will help your organization beat the odds on retention.

  4. Make sure to read this article from the Society for Human Resource Management (SHRM) about managing employee retention. It walks you through the importance of setting up a comprehensive employee retention program at your firm that will attach and retain key employees. Having an HR team that is educated about employee motivation, retention strategies, benchmarking and best-practices research is critical to the success of the program.

  5. Did you know that marketing can play an integral role in employee retention? Check out this article about building a content marketing strategy for employee recruitment and retention.  Marketing should have a seat at the table when it comes to employee retention. These seven steps to effective content marketing, for purposes of recruiting, is how leading organizations are recruiting top talent. Enjoy!


Best Practices: 
Marketing's Role in Recruiting Talented EmployeesBestPractices - It's imperative that marketers remain involved in recruiting new hires for the firm. After all, marketers are most often the people with the best understanding of the firm's selling points and also the keepers of the firm's brand, both of which are vital when recruiting. Click here for best practices to market your firm to the most talented prospective employees, and hire them.

Meet a Member: Emily Cory - Meet Emily Cory, Marketing Supervision at Lindquist LLP. Learn more about what she had to learn the hard way, and what she thinks every new accounting marketer must know, here.

New Member List: August 2018

July 2018: Enhancing Client Experience

Topic At Hand: The Importance of Client Experience: Why Going the Extra Mile Makes a Difference - Going the extra step with clients is a guaranteed way to keep them coming back to your firm. Included in this month's topic article are four simple keys to establishing exceptional client experience.

Articles if Interest

  1. We hear so much about "the client experience" these days, but what exactly is the client experience and how do  you ensure that your firm is providing a great one?  Statistics don't lie: a recent survey by Gartner revealed that 89% of companies now expect to compete mostly on the basis of customer experience versus just 36% four years ago. It's the way you engage with clients and having your firm start thinking beyond standard good customer service that will make your firm stand out from the rest. This article will discuss how your firm can offer a high caliber client experience.
  2. As automation takes away more of the manual, number crunching work, customer service will be more important than ever.  Most accountants are looking to a build a "trusted advisor" relationship with their clients. As search engines and social media have come to dominate the internet, the world of the customer has been transformed. The customer has taken the power from the hands of the seller and placed it into the hands of the customer. Here are 5 essential TED Talks for accountants that get to the heart of what makes a great customer experience.
  3. While accounting firms continue to grow and expand their practice, many of them are primarily focused on winning the next client or the next project.  It's easy for your firm to fall into that category (I am sure a lot of heads are nodding).  Building strong client relationships is an integral client experience strategy to improve your firm's bottom line and support it's long-term growth. Here are 5 ways your firm can improve the client experience within your practice.
  4. Customer experience in the digital world is an important component to a successful firm. Creating compelling content is a key factor in creating a positive digital experience to the end-user. It's important to regularly analyze your website/apps usage data and tweak the look and operation of the website/app to improve the user experience. This article will discuss how companies are designing their digital interfaces to create an effective and enjoyable digital experience for users.
  5. Here is a great article about the future of CX (Customer Experience) and the trends shaping businesses in 2018.  How do we bridge the gap to help create a positive client experience to our clients?  This article will go over 5 customer experience initiatives businesses should focus on; including CEO involvement, personalization, the use of data, the customer experience cloud, and all types of augmented reality experiences for customers.

Best Practices: Achieving Loyal Clients - Is your firm only looking at client touchpoints and not at the overall client journey? Click here to read several best practices on how to enhance the client experience

Meet a Member: Nicole Gantz - Meet Nicole Gantz, AAM's 2018 Marketer of the Year. Learn more about her thoughts on current issues that marketers face and what AAM has done to help her in the industry here.

New Member List: July 2018

June 2018: Career Development

Topic At Hand: 10 Essential Skills in a Modern Marketer - Gone are the days when radios ads, direct mailers, brochures, and solicitation played a key role in generating the customers you wanted. The evolution of marketing in the past five to ten years has introduced new concepts and strategies that allow organizations to understand their buyers better in order to connect with them more effectively. This article teaches you 10 skills every Modern Marketer should have.

Articles if Interest

  1. In this month’s Best Practices section, we discuss training new team members—this article goes hand in hand with that content. It outlines three tactics to hold on to top talent at your firm, and it’s no surprise that the entire piece is laser-focused on offering career development opportunities. The introduction quotes the Work Institute’s research, which sites career development as the number one reason employees said they were leaving jobs. Lack of development opportunities even beat out management behavior, work-life balance and compensation. Career development is an investment worth making in yourself and your team members.
  2. It can be frustrating when your firm isn’t making the necessary investment in your career development and training. Here are six ways you can take control of your own career development, even if your firm isn’t directly supporting you. From solving your own blind spots to seeking a mentor, this article will help you be your own career coach.
  3. Learning a new skill or becoming an expert in an area of growing importance will always increase your value within your firm. HubSpot has some of the best free resources for marketing professionals out there, including e-books, webinars and courses on hot topics such as content creation, mobile marketing and lead generation. Take advantage of their well-organized library, tailored to marketers. You can even earn free certifications.
  4. What if you could develop your career and expand your marketing knowledge while sitting on the beach? With Forbes’ 2018 Summer Reading List For Marketers, you can do just that. Return from your vacation refreshed and armed with the industry’s best insights from leading industry voices.   
  5. Speaking of summer, here are three ways to jumpstart your career over the next few months. This article, also from Forbes, reminds us that summer can be the perfect time to invest in yourself because of the often slower pace at the office. Their first tip: reach out to your network to reinforce old connections and make new ones.

Best Practices: How to Introduce Your New Team Members to Accounting Marketing - Working in accounting marketing is a completely different beast that any other industry. When it comes time to find new talent to join your department, there is a small pool of folks to fit the bill. So how do you train individuals on accounting when that is not their background? This article talks about a few things to consider to help your accounting marketing newbies acclimated to the roller coaster that is accounting.  

Meet a Member: Katherine Koon - Meet Katherine Koon, AAM strategic communications committee member and Rookie of the Year. Learn more about her thoughts on how to better position yourself for career advancement and what AAM has done for her here.

New Member List: June 2018

May 2018: Digital Marketing Strategies

Topic At Hand: 4 SEO Tips to Improve Your Ranking - Search engine optimization (SEO) isn't only about keywords anymore. It involves many areas of expertise that oftentimes require an army of SEO experts on your team. Siteimprove breaks down SEO into bite-sized pieces—beginning with four major elements you need to improve your website rankings.

Articles of Interest:

  1. Protecting consumers privacy has become of utmost importance this past year with GDPR. It’s important you understand the regulation and how it will affect your digital marketing strategy when it comes to data-collection practices and digital ad targeting. Learn more about GDPR’s implications on digital marketing here.

  2. Is your digital marketing strategy yielding optimal results for you firm? If not, your strategy may have run its course. Here are four key signs that indicate it’s time to revamp your digital marketing strategy.

  3. Just when you think you’ve got a solid social media marketing strategy for your firm, things shift. That’s one of the exciting things about social media, but also one of its biggest challenges. Here are four trends that will impact firm’s social media efforts in 2018.

  4. When it comes to evaluating the performance of your firm’s website, most people tend to focus the majority of their attention towards one metric: overall traffic, or the number of visits to a website. Hinge recommends keeping track of these six metrics that, together, begin to paint a better picture for those evaluating the overall performance of your firm’s website.

  5. Are you interested in conducting pay-per-click advertising, but don’t know where to start? Here are some actionable B2B PPC tactics you can start using to kick off your advertising and generate some quality leads.   

Best Practices: 10 Steps to Launching Your Podcast - Are you interested in producing a podcast for your firm, but are not sure where to start? Here are 10 steps to get you started in launching your firm’s first podcast.

Meet a Member: Becca Robson - Meet Becca Robson, AAM Member and Freelance Writer at Ink Craft Content Creations. Learn more about her thoughts on digital marketing and how content encourages communication and dialogue with your audience here.

New Member List: May 2018

April 2018: Sales & Marketing Alignment

Topic At Hand: Using Marketing Automation to Drive Sales - No matter how you slice it, marketers have a role to play in the sales process. To help with lead generation, many accounting marketers have turned to marketing automation systems to help them on their journey. Click here to learn more about the basics of marketing automation and how it can help your firm integrate sales and marketing efforts.

Articles of Interest:

  1. Are your sales and marketing teams not on the same page? Try these 10 tried-and-true tips for sales and marketing alignment. 

  2. Every accounting marketer dreams of having a firm where growth is a part of the firm's culture. Learn how to make that happen in this article from the AAM blog. 

  3. Bringing in new clients is essential to the health of every professional services firm. This article teaches how to develop a successful sales and marketing strategy for your firm. 

  4. Aligning sales and marketing is critical to speeding up the sale cycle. This blog article from AAM explains why sales teams need to be on the same page as their marketing counterparts.

Best Practices: The Role of Marketing in Developing Sales Skills - When gaining their accounting degree and CPA license, accountants often do not prepare for a crucial part of their job - prospecting and closing deals. Learn more about how to develop a simple sales process for your professionals to help them increase win rates.

Business Development News: Marketing & Sales: Two Disciplines, One Process - While accounting marketing has progressed over the past three decades, there is still often confusion when trying to align the sales and marketing functions within a firm. This article provides the guidance you need to help build your own alignment model and create synergies within two very important roles to achieve measurable growth.

Meet a Member: Julie Tucek- Meet Julie Tucek, Marketing Director at Legacy Professionals LLP. Learn more about her thoughts on sales and marketing alignment and her proudest career accomplishment here.

New Member List: April 2018

February/March 2018: Creative & Design Trends

Topic At Hand: Creative Consulting Options for Clients - CPAs remain one of the most highly regarded and trusted business advisors. In addition to the standard assurance, tax, and accounting services, consulting helps solidify a firm's status as a true advisor. As these offerings continue to evolve, marketing has become a part of the service mix. This article discusses a few creative ideas your firm can offer clients as a value add.

Articles of Interest:

  1. Interested in the hottest design trends for 2018? Check out this article for a list of the top 10 ideas designers are talking about this year.

  2. Visual storytelling, and the ability to use graphics in content marketing, is a must! Click here to learn more about rules for infographics, video design, and other creative elements in your content marketing strategy.

  3. Want to make a better visual impact when presenting? Consider these alternatives to PowerPoint and take your slide decks to the next level.

  4. It is important to have resources on hand to help with creative and design elements in marketing. This article gives you a vast array of design blogs every graphic designer should bookmark.

  5. As multi-faceted marketers with limited resources, we are often tasked with learning new skillsets to stay ahead in a rapidly changing marketing environment. This article includes 25 design tips for non-designers to help you fill in the gaps you may have in your department!

Best Practices: Crafting Video Slideshows with Animoto - As video continues to dominate content marketing strategies, it is important to learn efficient and effective methods to quickly produce in-house versions. Click here to learn more about Animoto - an online platform that allows you to create video slideshows from your photos, video clips, voiceovers, and music.

Business Development News: Designing Better Proposals - Many of us struggle with the presentation of proposals to clients and prospects. However, as this is often your first impression to a potential client, it is important to take the time to design a better document - even it if means a complete overhaul. This article gives you tips on how to create better documents.

Meet a Member: Ronelle Sellers - Meet Ronelle Sellers, Director of Marketing at HHM CPAs and Partner at Southside Creative Group, a marketing, design, and advertising firm. Learn more about the design trends she follows, and the steps Ronelle and her team take before beginning a design project here.

New Member List: February/March 2018

January 2018: ABCs of Technology Disruption 

Topic At Hand: The Future of Marketing Includes AI...Are You Ready? - The art and science of marketing has changed remarkably in the last 20 years and is about to pull a complete 180 again. If you want to remain relevant as a marketer, your future is artificial intelligence (AI). This article discusses the transition of marketing and includes three things you can do right now to embrace the AI revolution.

Articles of Interest:

  1. Artificial intelligence continues to be a hot topic in marketing discussions. This article delves into how it is changing our world and why it's a good thing.

  2. It is important to remain current on hot topics and blockchain concerns are on the rise as we try to figure out exactly how it will impact the accounting industry. Read more to learn what accountants need to know about blockchain.

  3. As technology continues to disrupt the accounting industry, finding new revenue sources to replace compliance work will remain on the forefront. Read more to learn about moving from accounting sales to accounting consulting.

  4. Technology issues have long plagued businesses from the inside out. Read more to learn about technology trends for accounting firms, including the cloud, staffing, cybersecurity, artificial intelligence, and outsourced IT.

  5. Want to learn specifics on how marketers are using artificial intelligence? This article gives examples of 10 early use cases for this changing technology.


Best Practices:
Blockchain 101- Technology trends continue to cause disruption in the accounting industry. This article delves into the ins and outs of blockchain technology.

Business Development News: Technology is Driving Growth in Consulting- It's hard to open an accounting industry publication and not read about the disruption that is occurring. And it's happening at a fast pace. Click here to learn more about how technology is driving growth in consulting for many firms.

Meet a Member: Natalie McCann- Learn more about Natalie McCann, national account manager and marketing strategist at Thomson Reuters Checkpoint Marketing, and her thoughts on evolving marketing technology in this article.

New Member List: January 2018

Editorial Calendar

January 2019: Your Data is Talking, are You Listening?
Material Due: January 8

February 2019: AI in Marketing...Hello, Dave.
Material Due: February 5

March 2019: What is Blockchain Anyways?
Material Due: March 5

April 2019: Consulting and Advisory Services...Accounting Survival
Material Due: April 5

May 2019: Culture Shock
Material Due: May 6

June 2019: The Marketers Place in M&A
Material Due: June 4

July 2019: AAM Summit Recap
Material Due: July 5

August 2019: GDPR, CCPA & Data Compliance
Material Due: August 5

September 2019: The SEO Issue
Material Due: September 5

October 2019: Evolving Roles as Marketers
Material Due: October 4

November 2019: CRM Best Practices
Material Due: November 5

December 2019: The "My Favorite Things" Issue
Material Due: December 5