Meet A Member

Katie Lyles

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Name: Katie Lyles

Title: Events & Marketing Coordinator

Years of Experience: 2 years

College Name & Degree: Texas A&M University; Commerce | Business Administration

Firm Name: Lane Gorman Trubitt LLC

Firm City & State: Dallas, TX

Firm Size: 120 employees

Email Address: klyles@lgt-cpa.com

Professional Memberships: AAM

LinkedIn Profile: https://www.linkedin.com/in/katherine-lyles/

Within your career, what have you learned the hard way?
You don’t have to do it alone. Coming in to my first job after college, I was highly ambitious. I wanted to do all aspects of my job by myself. That works for a little bit, but over time it can be exhausting. I am blessed to work with three amazing marketers at LGT that helped me learn over time that they were not trying to take my job away, but simply lending a hand to help me succeed.

What is a “must know” for new accounting marketers within the marketing world?
It’s so important to have realistic timelines when it comes to big projects that require participation from accountants. The timeline that you set for yourself is going to be drastically different than what you give to accountants. Marketing is often non-billable, and they have to prioritize billable work. Giving them guidelines well in advance is your best chance at getting the information when you need it.

What are your special skills?
I’m highly innovative and adaptable. I’m not sure if I knew this before starting my job at LGT. These skills allow me to be flexible in the ever-changing environment that is life and the workplace. This was especially tested in 2020 when everyone was working from home. I had to figure out how to provide resources to our clients with information that is very important in the moment, while still providing the content that will bring them back to us once the pandemic ended.

What is the biggest benefit you receive from your AAM membership?
The resources that AAM provides for its members are substantial. Joining the organization gave me a new outlook on my job and continues to help our team solve problems. The community forum is a tool that I definitely keep in my back pocket.

What do you feel is the biggest issue facing accounting marketers today?
The amount of resources for accounting marketing issues. Since this type of marketing is relatively new and there aren’t many people who choose this field, there is still so much that we don’t know. Issues that we face are different than marketing agencies or B2C companies. In the years to come, you will see an increase in resources, but I’m not sure it will last long. Let’s face it: the marketing industry as a whole is not going to jump at the chance to talk about accounting marketing because that’s not going to get them clicks. We need to find a way to make it more exciting! 

What would you be doing if you had not become a marketer?
I would probably have an Etsy shop selling calligraphy art and DIY project designs. I love creating and am mostly inspired by things I find on Pinterest. My creativity is part of what makes me a great marketer. I really enjoy when I get to combine the two and come up with interesting content.

What is the biggest project you are working on right now?
Each year LGT administers the Associated General Contractors (AGC) Benefits and Compensation Survey for all members of AGC chapters in Texas. This allows companies to know the standard and stay competitive when it comes to benefits and compensation. We still have the survey open until mid-July, and after it closes, I will work with a colleague to compile all of the information into reports that chapters can purchase. I would say this project will take us in total 250 hours to complete.

If you had an unlimited budget, what is one thing you would implement immediately?
Standardized technology across the board. As our tech stack is expanding, some of our employees have held on to their old machines which causes issues with some of our marketing efforts. It would also be nice to install a marketing studio at our office that includes podcasting mics, sound proof walls, and cameras.

What books have you read recently that you feel would be beneficial to other AAM members?
“This is Marketing” by Seth Godin talks about so many important issues that most people either forget or don’t want to talk about. It challenged the way that I looked at my job and helped me through the fire that was 2020.

 

Katie Lyles was interviewed by Jenna Ward.

About Jenna

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Working as the Marketing Manager for a regional CPA Firm, I work alongside the Chief Growth Officer, the Firm Partners, and Staff. With three locations throughout Western New York, I lead the firm through our day-to-day internal marketing efforts and managing our public relations relationship. I also oversee the proposal process, community sponsorships, social media, firm volunteer efforts and assist with our wellness program.