Name: Dana Bottorff
Years of Experience: 25
College Name & Degree(s): San Jose State University, B.A Journalism/Political Science
Firm Name: Anadon Marketing/Communications
Firm City & State: Sharon MA
Firm Size: 1
Email Address: Dana@AnadonMarketing.com
Professional Memberships: AAM, Massachusetts Society of CPAs
Community Involvement: Neponset River Regional Chamber, Combined Jewish Philanthropies
Twitter Handle: @AnadonMarketing
LinkedIn Profile: https://www.linkedin.com/in/danabottorff/
What is the structure of your marketing department?
Since I am a consultant, I am the CEO/CFO/CMO/Janitor/Chief Cook & Bottle Washer. But when I was a Marketing Manager for a CPA firm, I was a department of 1 with occasional backup from the admin staff.
What have you learned the hard way?
The pitfalls of over-promising and not following through. It made me more realistic and taught me how to say “no” constructively.
What is a “must know” for new accounting marketers?
The right mix of ROI and marketing metrics that show partners how marketing is moving the dial for the firm. It will be different in every firm. You have to find your secret recipe.
What are your special skills or what is something people may not know about you?
I started my career as a newspaper reporter and eventually covered Congress and the federal agencies as a Washington correspondent.
What is the biggest benefit you receive from your AAM membership or what affect has AAM had on your career?
AAM provided an immediate “community” when I joined an accounting firm and helped me find my footing. It still does!
What do you feel is the biggest issue facing accounting marketers today?
Finding ways to help their firms transition to a predominantly advisory marketplace. The right mix of marketing strategies, marketing automation and niche development will be critical for many firms.
What would you be doing if you had not become a marketer?
Running an elephant sanctuary. Seriously – lifelong dream.
What is the biggest project you are working on right now?
Trying to sync my calendar to my cell phone. Really, being your own IT Department is not all it’s cracked up to be.
What books have you read recently that you feel would be beneficial to other AAM members?
I am passionate about writing, and “Writing Without Bullshit” by Josh Bernoff was like a shot of adrenalin to me. At its core, marketing is about communicating, and this book took me back to the basics of communicating simply and effectively.
Dana Bottorff was interviewed by fellow AAM Minute Committee member, Jenn Gouveia
About Jenn Gouveia
Jenn is a Southern California native who studied at the University of California, Riverside. She owns a small business with her husband, where she cultivated her passion for both marketing and writing. She is also the Marketing Coordinator for the California offices of the Eide Bailly LLP accounting firm. Outside of work, Jenn enjoys reading, all things fitness, and hanging out with her three-legged dog.