Posted in: Growth,

Publish or perish. This is a well-known aphorism in academia, an area that piqued my interest as an undergrad. A bookish philosophy major, I had my heart set on pursuing a PhD in Philosophy of Religion (and a ruthless disregard for making a living wage—a privilege for the young and foolhardy). Fast forward to 2020, when my goals and interests have taken a few different turns, and I still think of that timeless academic adage and how fitting it is for the world of accounting marketing where I find myself now.

As many of you noticed, we just published the 2020 Allinial Global Biggest Marketing Wins, an annual best-practices sharing publication that showcases the biggest marketing successes in the AG marketing community. Allinial Global members have pivoted beautifully during this challenging year—many of our firms went from hosting zero webinars to many or from having zero experience in video to producing an entire series.

The agility and creativity of AG marketers have been inspirational, and I can’t help but notice that #futureready firms who thrive during challenging times think and behave like media companies. My prediction is that those firms who still hesitate to venture into publishing—or more specifically, to produce content such as blogs, white papers, podcasts, videos, and so on—will fall behind their competitors and eventually enter the “perish” danger zone. This is because firms who continue to engage their target audience with content will only get better over time as they learn to improve their content marketing through trial and error. Furthermore, those who are more strategic about their content marketing will be able to further differentiate themselves and rise to the top.

Luckily, many Allinial Global member firms are already on board with content marketing. Instead of proselytization, their marketers are interested in addressing the gaps in their current content marketing game. Toward that end, here are my top three tips for making your content marketing more strategic vs. tactical.

1. Buyer persona. As some of you may recall, I hosted two back-to-back marketing community calls focused on content marketing earlier this year, and I was surprised to learn that most firms do not have any buyer personas. Instead, they plan their content marketing calendar based on their service lines and specializations. I think this is a huge miss. Yes, most companies, including accounting firms, have a tendency to navel gaze and focus inward rather than on the client. But to borrow from the Father of Philosophy, Socrates—know thy customer!


2. Buyer journey. Producing and distributing content based on your firm’s service line and industry specializations may not be optimal, but it still works up to a certain point—especially for existing clients. But what about winning new clients? Should you be producing different types of content specifically designed to win new business? Absolutely. What would motivate someone to switch accounting firms and start the buyer’s journey? What are some key characteristics that prospects look for when researching alternative solutions? What are the perceived barriers toward hiring a new accounting firm? How do you create and align your content with specific buying stages? This is where mapping out a buyer journey comes in.


3. Focus. I think focus is the most important part of strategy, and content marketing strategy is no exception. Most of us are part of a small marketing team, if not a team of one. It’s true what they say: we can do anything, but we can’t do everything. Consider focusing on a couple of industry specializations or mediums—blogs and videos, for example. I encourage you to choose the areas where you really want to excel and go all in (which, incidentally, is where our name All-in-ial comes from). You’ll be able to improve so much faster by focusing and eliminating distractions.

If you’re a member who would like some assistance developing buyer personas, I am happy to help! Ask me for templates that are both blank and completed as a reference point.




Posted in: AG Events, Growth, Value Pricing,

Last week, Allinial Global hosted over 50 business developers, marketers, and partners-in-charge of marketing on Zoom for the annual BD/Marketing Conference. While all of us missed the magical moments that inevitably happen while connecting in person, our members, presenters, and staff made the most out of two half days together and even set a record for the longest continuous Zoom session here at Allinial Global. On our first day, we went from 12 p.m. to 7 p.m. EDT!

If you weren’t able to join us last week, I’ve shared my top three takeaways below. Most of us are familiar with the 3 Cs of marketing—company, customer, and competition. But have you noticed what I’d like to call the 3 supplemental Cs of accounting marketing—courage, collaboration, and community? Please allow me to explain.

1. Courage. As accounting marketers, most of us are in a team of one or a few, outnumbered by accountants who think quite differently from the way we do. This means that we face many opportunities to convince our executive team—with moderate to high risk-averse tendencies—to try something new for the firm, such as social media, Google Ads, or video. And here’s where our first supplemental C of marketing comes in. We need courage to question and change the status quo. Testing new approaches is a critical component of digital transformation. We can’t rely on Excel spreadsheets to keep track of prospects and clients forever. Sooner rather than later, we need to identify and implement affordable CRM solutions for our firms. We can’t rely on outdated websites and anemic social media presence if we expect to recruit the brightest young talent and win next-generation clients. We need to continuously update and enhance our digital presence with the help of different groups of stakeholders. Future-ready firms are transitioning to value-based pricing and leveraging three-tier pricing and subscription models for their services, especially for Client Accounting Services (CAS), and we need to find allies within the executive team to move the pricing needle. This point leads me to the introduction of our next supplemental C: collaboration.

2. Collaboration. For accounting marketers, collaboration with your internal stakeholders is obviously important. No marketing initiative—whether it’s a virtual or in-person event, email campaign, or new niche/service line—can be executed without collaborating with your practitioners. Depending on the project, you may also collaborate with other departments as well—IT, HR, and so on. In fact, we had a panel dedicated precisely to this topic for this year’s conference! But in a post-pandemic world where the pace of change is accelerating and unpredictable, collaboration with your external team is also critical. How do you pivot to virtual events when you’ve never even hosted a webinar before? Do you proceed with strategic marketing projects during uncertain times? How do you get into video marketing with zero budget? If you’re a member of Allinial Global, you’re in luck! You can connect with a virtual team of marketers who will not hesitate to share their insights and experiences to help you make an informed decision.

3. Community. Last but certainly not least, community is the third and perhaps the most important of the supplemental Cs. Whether you are a member of the Association for Accounting Marketing, Allinial Global, or some other alliance, having your own community of marketers is invaluable—regardless of your experience level in accounting marketing. At Allinial Global, we have a formal system to create and cultivate this sense of community by segmenting marketers beyond just firm size. Recognizing that the marketing tech stack is playing an increasingly important role for the accounting profession, I will be creating a HubSpot mastermind group, for example. I believe that we learn best by executing, not just attending a class or reading a book, and we improve the fastest by connecting to a community of peers who share similar goals. Cultivating and improving this type of community within Allinial Global is one of the things that I LOVE about my job, and I can’t wait to share my future plans with you all.

If you are interested in joining the extraordinarily talented and generous marketers and business developers of Allinial Global, please reach out to me anytime.