AAM Minute Monthly Poll

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Emily Taibl, Sweeney Conrad, PS

Every month we ask our readers to contribute to the conversation and share a little about what they do in their firms.

In July, we asked about the role that segmenting and personalization play in your marketing strategy. Here’s how you answered:

Q1: Do you segment clients and prospects in order to create more targeted marketing outreach?

Yes                                                                  100%

No                                                                   0%

Q2: If so, what technology do you use to segment?

CRM                                                               43%

Cloud CRM                                                     0%

Excel                                                               29%

Other                                                               29%

   Practice Management

   MailChimp

Q3: Does segmentation shorten the buyer’s journey?

Yes                                                                  71.43%

No                                                                   28.57%

It may make starting a relationship shorter and easier, but the decision process takes about as long.

Q4: Do your partners understand the value of segmentation?

Yes                                                                  85.71%

No                                                                   14.29%

As marketing tactics continue to evolve, segmentation and personalization are becoming an important part of a solid marketing strategy. Clients and prospects are bombarded with messaging daily, and one of the best ways to reach them and get their attention is by personalizing the message to meet their specific needs. The poll results show that accounting marketers are implementing strategies to do just that. CRM and other platforms are making the process possible.

As far as the buyer’s journey goes, our poll results indicate that segmentation and personalization may be an effective way to start and build relationships, but for most firms it is not significantly shortening the process of turning a prospect into a client. It is promising to see that in most firms, partners understand the importance of tailoring the message and support marketing in creating the right segmentation and personalization strategies.

This month we ask that you please take a minute for the AAM Minute and answer this month’s poll questions about the role of client accounting services at accounting firms.


About Emily Taibl

Emily manages Sweeney Conrad’s marketing department and is the lead on all brand strategy both internally and externally. She handles all marketing activities for the firm including planning, client outreach, content management, website, recruiting, and social media. Prior to Sweeney Conrad, Emily ran her own boutique PR/Marketing firm specializing in the restaurants and non-profits. She serves as the Chair of the Association of Accounting Marketing’s monthly newsletter, the AAM Minute, and is on the Marketing/Business Development Team for Allinial Global.