Mark Stiving has studied, led and coached businesses through the lens of pricing for 25 years. His company Impact Pricing is dedicated to educating B2B companies about pricing and value. He has driven company-wide pricing initiatives worth hundreds of millions of dollars in incremental profit. He started and sold three companies, improving his championship pricing skills in each one. His book, Impact Pricing: Your Blueprint for Driving Profits, is a highly readable and practical manual (4.9 stars on Amazon). Selected shownotes: The makings of a world-renowned pricing and value expert - how Mark Stiving became an international pricing educator Why pricing matters in business and why accountants especially should care about pricing The different kinds of pricing, starting with the billable hour and ending with subscription pricing The problems accountants (and others in professional services) have that doesn't always apply to other sectors What exactly value is and how it figures into different pricing models Why accountants have problems with value-based pricing and fail to understand the nuances of pricing The two decisions buyers make in assessing a purchase and deciding value for money How the rigid structure of the billable hour and timesheets has stopped accountants from embracing more effective and profitable methods of pricing their services Why the 'value conversation' is so important for accountants when talking to their clients, and how to use it to price services better Shout out to Ron Baker, the 'godfather of pricing', and where Mark Stiving takes issue with his stance on timesheets The importance for accountants of involving the client in the determination of value, ROI and pricing metrics Whether it's possible to value price for anything, such as accounting audits or basic commodities Why there is no such thing as a commodity and how sellers can charge differently for what seems to be a basic, standardised product What an accountant can do when they don't know how long a job, project or particular outcome will take The biggest risk accountants face in moving from hourly to value based pricing The single best pricing technique that accountants can use to put together compelling packages, products and services for clients How lifetime value factors into value pricing, particularly with longer term projects When it's okay for an accountant to discount their prices or even offer services or advice for free When a lower price might overcome a buyer's inertia to make a purchase How accountants can get started with value pricing, both in negotiation and mindset terms Tips to drive a better pricing culture and a more positive attitude to pricing in your accounting firm. Contact Mark here: https://impactpricing.com/ (Website) https://www.linkedin.com/in/stiving/ (LinkedIn)

Accounting Influencers

Advanced Pricing Strategies for Accounting Professionals

Heath Alloway of Upstream Academy was National Growth Manager and Director of Business Development at one of the top accounting and consulting firms in the US. Here he led a multi-disciplinary team of 20, focused on strategic growth plans, development and launch of new services and industry verticals, leveraging firm data and innovation. Selected shownotes: The 2 main ways accounting firms can drive organic growth Whose job business development and growing an accounting firm actually is Defining what innovation is and where it comes from in an accounting firm The biggest misconceptions about innovation in an accounting firm The danger of focusing too much on your competition and not your clients How to handle the objection of 'I don't have time to innovate or do business development' in my firm The parallels between innovation and business development for accounting firms Encouraging a culture and mindset of innovating for accounting professionals The importance of diversity of views for worthwhile innovation Technique for dealing with people in your accounting form who are not open to change and innovation The need for leadership support and aligning the firm's culture for good innovation The obstacles that most hinder accounting firm innovation Three critical questions in deciding whether to innovate and create a new product, service or process The dangers of assuming your clients need and will pay for new products or services Three ways an accounting firm can innovate to be more efficient and effective The future for those accounting firms and accountants who cannot or refuse to innovate. When not working, Heath and his wife, Emily, focus on faith, family, health, and friends. He frequently refers to his two precious kids as his innovation team because they generate a lot of ideas – both good and bad – that require his help and/or intervention.. Contact him here: http://upstreamacademy.com/ (Website) https://www.linkedin.com/in/heath-alloway/ (LinkedIn)

How Top Accounting Firms Innovate & Generate Ideas

Rob Brown is a former high school maths teacher and now founder of the Business Development Academy, which trains busy accountants and similar service professionals to be confident, effective work winners. He speaks internationally on growth, succession, trust, likeability, reputation, collaboration, mental resilience and sales for professional firms and networks. He is also in demand as an online an and in person chair, moderator, interviewer, MC and event host for conferences and virtual events internationally. Rob is the bestselling author of Build Your Reputation (Wiley) and his TED talk ‘The Personal Brand of You’ has been viewed 250K times on Youtube. He hosts the popular weekly https://bdacademy.pro/podcasts/aip/ (Accounting Influencers podcast) that interviews a range of influencers, vendors and experts who serve the accounting community to ask what makes the good firms and accountants great. Selected shownotes: H Contact him here: http://www.accountantsworld.com/ (Website) https://www.linkedin.com/in/hitendrapatil/ (LinkedIn)

2020 Reflections & 2021 Outlook from Host Rob Brown

Hitendra R. Patil is the author of The Definitive Success Guide to Client Accounting Services (CAS). His previous best-seller book, Accountaneur: The Entrepreneurial Accountant, has been bought by accountants in 12 countries across 4 continents. Hitendra has been named one of the Top 100 Most Influential People in Accounting from 2017 to 2019. He has also been among the Top 10 Accounting Influencers to Follow on Social Media and Top 100 Accounting Social Media Leaderboard. He is a regularly published author on many of the leading publications in the accounting profession in the United States. Selected shownotes: read it . hitendra is the Director of Customer Success at AccountantsWorld, a leading provider of cloud-based solutions for accountants, offering a complete, integrated suite of innovative accounting, payroll, and practice management solutions.He helps accountants become more successful by leveraging software solutions more powerfully and advancing the company’s leadership in cloud solutions for accountants. Before AccountantsWorld, he has worked in the technology and technology-enabled services industry for nearly 20 years, working across multiple industry sectors such as capital markets, hedge funds, manufacturing, accounting, payroll, tax, and advisory services.. Contact him here: http://www.accountantsworld.com/ (Website and blog) https://www.linkedin.com/in/hitendrapatil/ (LinkedIn) Useful Links: https://www.accountingtoday.com/opinion/why-your-child-wont-be-an-accountant (Why Your Child Won't Be An Accountant) Book: https://cpatrendlines.com/shop/accountaneur/ (Accountaneur: The Entrepreneurial Accountant)

The Power & Benefits of Client Accounting Services

Bernie Smith coaches businesses to develop meaningful KPIs and present their management information in the clearest possible way to support good decision making. Frustrated by the random way in which performance measures are often chosen and implemented, Bernie set up Made to Measure KPIs in 2007. He has since authored author of 19 KPI books to share simple, structured and repeatable ways to create KPIs that normal humans could design and use to improve businesses. Selected shownotes: How the book 'KPI Checklists' came about and why you should read it How the right business and financial information is vital to drive improved performance The need for linking measures, targets and goals to strategic objectives using KPIs or key performance indicators A definition of KPIs that everyone can relate to which centres around measuring things that count and that you care about The different types of KPIs, particularly leading (activity-based) and lagging (outcome-based) measurements How the ROKS method (Results Oriented KPI System) works with an illustration on how you choose a tool to do a DIY job What makes some KPIs more useful and relevant than others The joys and drawbacks of visual dashboards, plus the ideal number of KPIs to have on them How accountants are ideally places to capitalise on KPIs because of the amount and quality of data they can access How to measure and how often to measure the data that drive your KPIs The common fears and challenges accountants have with embracing KPIs in their firms and client offerings How KPIs link to incentives, rewards and motivations in accounting firms Best practice steps to start working with KPIs and how to drive a KPI oriented culture in an accounting firm How accountants can effectively use KPIs to add value and advisory services to their clients Why fact-based decision making vz guesswork is at the heart of KPI thinking. Using the experience (and scars) of working with a huge variety of organisations over his consulting career, spanning banking (HSBC, Credit Suisse, UBS), aerospace (Airbus, AirTanker, Leonardo), and even cheesemaking, Bernie has boiled that experience down into simple, sensible and practical advice on performance measurement. When not working, Bernie is a keen hill walker, photographer and technology enthusiast. At any given point he has at least half a dozen over-ambitious and incomplete technology projects on the go. Contact him here: http://madetomeasurekpis.com (Website and blog) http://www.linkedin.com/in/berniesmith (LinkedIn)  

What Accountants Need to Know Know About KPIs

Alison Ball is the Director of Marketing and Influencer Strategy for Liscio, Inc. Liscio helps firms differentiate themselves by providing Client Experience 2.0TM to their clients. How do you make exchanging sensitive data and information with your clients delightful, trackable, and transparent across team members? Liscio does that just - everything in one place and designed from the ground up to be secure, mobile, and delightfully easy to use for clients and for staff. Before joining Liscio, Alison spent 15 years leading accountant influencer programs at Intuit. In her spare time she grows amazing backyard vegetables and loves hiking in the San Francisco Bay Area. She believes that life is too short to spend it with mean people, and any day she can help someone else be successful is a good day indeed. . Shownotes: Why the accounting profession is in great shape despite the pandemic The two biggest challenges for accounting firms in these tough times (clue - it's to do with people) The impact of accounting firms realising that they can work remotely The major concern for accounting firms who have a remote workforce The first thing accounting firms must do if they want to maintain a strong culture Why hope is not a strategy for survival, growth and recovery The difference between rockstars and superstars in a professional firm Shout out to Jim Collins and his book Good to Great - get the right people on your team bus What attracting great people to your accounting firm allows you to do What new entrants to accounting need to understand if they want to get excited by their career A major but underestimated benefits of working as an accountant in practice vz industry Why failing to clarify to emerging leaders what it takes to make partner is a sign of poor leadership in accounting firms What high performing professional firms do with their talent and succession that other firms don't The biggest mistake accountants make in carving out a stellar career for themselves How a stellar accounting career is very different to a good career The importance of recognising your strengths and unique abilities to forge a standout career in accountancy The dangers of staying in your comfort zone and what stepping out of it looks like for ambitious accountants The challenge of feedback and why most people don't grow/progress because they won't ask for it What accountants can learn from the Eisenhower Matrix as promoted by Stephen Covey The power of being intentional with your career planning in professional life Sam and his wife, Marlene, live outside of Park City, Utah. His hobbies include spending time with his family, fly fishing and golf. Sam and Marlene have seven children. Contact him here: http://upstreamacademy.com/ (Website and blog)

Delivering Client Experience 2.0 for Accounting Firms

Barbara Koenen is the author of the book Beyond Billable Hours and Global Head of Business Development and Marketing at Al Tamimi, the largest law firm in the Middle East. She is based in Dubai and has 10 years of business development and marketing experience in the professional services industry. She writes regular blog posts and is very passionate about helping fee earners in professional services firms to thrive as she knows how hard it is to focus on things beyond billable hours. Shownotes: Why it's hard for professionals like accountants and lawyers struggle with doing business development The importance of winning business for career progression in commercial firms, and good news - it can be taught The danger of copying what other people are doing to win business in your professional firm Whether winning business is a team sport or more of an individual responsibility in accountancy firms Where to focus first if you want to bring in new business for your accounting firm The importance of networking to win business but only if you do it the right way (and the one networking thing accountants should not do) How trust and relationship strength are critical factors for accountants if they want to give and receive more referrals How very few partners in professional firms know exactly how many and what kind of services they provide for their clients Why culture and leadership are key drivers to ensure professionals in a firm open up their clients to cross-sell and upsell services across functions and locations The different ways you can identify which are your best clients to focus on and it's not just about revenue they bring to your accounting firm The similarities accountants share with their clients, and how finding common ground builds more trust in a relationship Questions accountants can ask of their clients to uncover cross-selling opportunities Barbara is a mother of 2 year old Olivier, born on Christmas Day, and she is expecting another boy Christmas 2020. She is a keen golfer, sailor and skier and she loves to cook and bake. Contact her here: http://www.beyondbillablehours.com (Website and blog) https://www.linkedin.com/in/barbara-koenen-geerdink-231a4613 (LinkedIn)

The Two Best Sources of New Business for Accountants

Jeremy Clopton led the Big Data & Analytics and Digital Forensics practices in one of the top accounting firms in the US. He created the SQ Method, a framework designed to help firms overcome challenges and more successfully leverage technology and move firms forward. He is a faculty member for the Association of Certified Fraud Examiners and believes in data and technology's potential to transform firm practice management, leadership, and culture. Shownotes: How forensic accounting is trying to keep up with fraud with rapid advancement of technology How accounting firms have stepped up in agility, resilience and an advisory mindset in these challenging times Where technology sits on the agenda of board room meetings in professional firms The biggest mistake firm leaders and managing partners make when making the best tech decisions Why a focus on efficiency stops accounting firms being more effective in productivity and performance How automation and technology is going to enhance rather than minimise the value of accounting advisors Whether there is too much expectation of accountants in becoming technologists and geeky in order to serve clients The biggest challenge software and tech companies have in successfully selling their products to accountancy firms What is coming up for accounting firms in the technology world over the next few years and how it will impact services and processes The importance of technology in generating new revenue streams for accounting firms, especially in analytics The outlook for accounting firms who have tech-adverse or change-resistant leadership teams Busting the myth that the older baby boomers are less tech-savvy than the younger millennials The power of the many data points generated by accounting firms and how to leverage it Words of encouragement to accountants who want to elevate technology on the agendas of their firm's senior meetings and strategies Shout out to Data Story by Nancy Duarte and how stories resonate with people and help the numbers come alive. Jeremy is also passionate about employee engagement and the value brought by each generation in the workforce. An avid reader, he says Patrick Lencioni, Brené Brown, Daniel Pink, and Scott Berkun have influenced his leadership style. Beyond books, he is a fan of TED curated content and cites Shonda Rhimes' TED2016 talk 'My Year Of Saying Yes To Everything' as one of the most influential talks of his career. Outside of work, Jeremy enjoys spending time with his wife, Katie, three innately curious daughters, a lazy golden retriever, and two energetic toy Australian shepherds. He enjoys running, golf, and helping his wife run a non-profit organization. Contact him here: http://upstreamacademy.com/ (Website and blog) https://www.linkedin.com/in/jeremyclopton/ (LinkedIn)

Leveraging Technology for Growth in Accounting Firms

Jeremy Clopton led the Big Data & Analytics and Digital Forensics practices in one of the top accounting firms in the US. He created the SQ Method, a framework designed to help firms overcome challenges and more successfully leverage technology and move firms forward. He is a faculty member for the Association of Certified Fraud Examiners and believes in data and technology's potential to transform firm practice management, leadership, and culture. Shownotes: How forensic accounting is trying to keep up with fraud with rapid advancement of technology How accounting firms have stepped up in agility, resilience and an advisory mindset in these challenging times Where technology is on the agenda of board room meetings in professional firms The biggest mistake firm leaders and managing partners make when making the best tech decisions Why a focus on efficiency stops accounting firms being more effective in productivity and performance How automation and technology is going to enhance rather than minimise the value of accounting advisors Whether there is too much expectation of accountants in becoming technologists and geeky in order to serve clients The biggest challenge software and tech companies have in successfully selling their products to accountancy firms What is coming up for accounting firms in the technology world over the next few years and how it will impact services and processes The importance of technology in generating new revenue streams for accounting firms, especially in analytics The outlook for accounting firms who have tech-adverse or change-resistant leadership teams Busting the myth that the older baby boomers are less tech-savvy than the younger millennials The power of the many data points generated by accounting firms and how to leverage it Words of encouragement to accountants who want to elevate technology on the agendas of their firm's senior meetings and strategies Shout out to Data Story by Nancy Duarte and how stories resonate with people and help the numbers come alive. Jeremy is also passionate about employee engagement and the value brought by each generation in the workforce. An avid reader, he says Patrick Lencioni, Brené Brown, Daniel Pink, and Scott Berkun have influenced his leadership style. Beyond books, he is a fan of TED curated content and cites Shonda Rhimes' TED2016 talk 'My Year Of Saying Yes To Everything' as one of the most influential talks of his career. Outside of work, Jeremy enjoys spending time with his wife, Katie, three innately curious daughters, a lazy golden retriever, and two energetic toy Australian shepherds. He enjoys running, golf, and helping his wife run a non-profit organization. Contact him here: http://upstreamacademy.com/ (Website and blog) https://www.linkedin.com/in/jeremyclopton/ (LinkedIn)

Jeremy Hyman began his career with a top-50 firm of accountants in London, where he chaired the UK200 IT Group, produced the first document management system for accountants, and developed an IT business within the firm. He went on to establish and operate an IT services business before returning to his consulting roots and founding Jeremy Hyman Associates in 2017. He combines a thorough understanding of professional firms, a sound grasp of technical disciplines, and a pragmatic and effective approach to provide IT leadership and guidance to larger firms of accountants. Shownotes: Why external advice and governance helps accounting firms make better tech decisions The reason why covid has shown how much more agile accountants are than they're given credit for The major mistakes accountancy firms have made in the covid pandemic and how complacency has led to the downfall of some Why new entrants to accountancy often struggle with the slow and backward technology in many firms The frustration caused by 'irresponsible' technology and software vendors in accounting firms How the smaller software vendors are more open to shared technology and more collaboration The threats faced by legacy vendors from more open and flexible solutions who supply professional firms The main challenges faced by accounting firms when choosing to invest in certain technologies The single biggest challenge most partners face in driving change in their accounting firm The cost of being fiercely independent in offering advice to accounting firms in the fintech world The adverse impacts accountancy firms suffer if they make mistakes with their big technology projects The dangers of for accounting leaders of making 'monolithic' technology investments for their firm Why even the best technology fails if adoption, training and adoption is poor across the firm 3 killer questions to ask accounting firm tech vendors to ensure you are making a good decision to invest How covid has flattened the world and allowed more international collaboration with tech The biggest challenge accounting firm leaders have with introducing new technology How to differentiate between those people in your accounting firm who 'get' technology and advancement, and those who don't What accounting firms should be spending their money on when it comes to tech investment The key things that the most successful accounting firms are doing that stands them out Why technology is actually NOT the solution for everything and how it diminishes the human element Words of encouragement for accounting professionals and leaders to make good strategic technology decisions in uncertain times. Contact Jeremy here: http://www.jeremyhyman.co.uk (Website and blog)

Making Strategic Technology Decisions in Accounting

Grant Leboff is an international speaker and author on sales and marketing strategy. His speciality is the massive changes in how firms sell and market coming from technologies an increasingly competitive world. He is a regular contributor to many business magazines and newspapers. Amongst others, he has been featured in the Daily Telegraph, The Independent, The Financial Times, The Daily Mirror and The Sun. He has appeared on BBC Radio on numerous occasions as well as being featured on a significant number of US radio networks. Selected shownotes: What exactly is marketing in the context of professional firms like accountants The difference between brand communication and human communication for accounting firms The key factors that elevate tactical to strategic marketing The key distinctions between marketing tangible products and intangible services Why it's never been noiser in your marketplace in today's 'war for attention' What makes differentiating yourself and your accounting firm actually easier these days How the 'smallest viable market' helps you shape marketing strategy for your accounting firm The substantial benefits for an accountant of targeting a niche or specialist market How the market is changing for accountancy services in today's fast-moving world The #1 critical 'word of mouth' change in how referrals are happening for accountants How covid has changed the way business networks and commercial relationships are built for accountants The primary channel accountants should be focusing on to build trust, familiarity and credibility in their chosen markets How the buyer journey and demographic of business owners is changing how accounting firms should market The two things that could happen when a prospect does a Google search for an accounting firm Two practical tips for accountants when it comes to 'selling yourself' The #1 source of great ideas for accountants who want to create compelling content and thought leadership Encouraging words for accountants who feel they are too inexperienced or too busy to do any marketing or business development. Contact Grant here: https://www.stickymarketing.com/ (Website) https://www.linkedin.com/in/grantleboff/ (LinkedIn)

Practical Marketing Tips for Accountants & Accounting Firms

Christian Kromme a much in-demand futurist, visionary, TEDx speaker and bestselling author of Humanification - Go Digital, Stay Human. He speaks about the disruptive influence of robotics, autonomous cars, internet of things, artificial intelligence on human behaviour and innovation. Shownotes: What being a futurist means and how it parallels human nature What futurists actually do on a daily basis The story of a unique journey from entrepreneur to futurist What stops many leaders and business owners from thinking far enough ahead to really make a difference How a futurist researches what's coming up to disrupt the accounting profession One of the biggest drivers or motivators of change in any industry What makes accountants as a breed so uncomfortable with change and disruption How technological and organisational predictions can be based on nature and biology Insights into the next big technological AI wave Why the AI wave is having or will have such a disruptive impact for many industries How technology and AI will impact accounting firms and jobs in the accountancy profession What jobs will be left in the accounting industry in coming years What will be the most in-demand skills in the legal and accountancy professions in the future Beside writing and speaking, Christian holds a position as a board member at the Workforce Institute EMEA, The Human Genome Foundation and other tech startups. Contact him here: https://christiankromme.com/the-book/ (Website and book) https://www.linkedin.com/in/christiankromme/ (LinkedIn)

How Technology & AI Is Disrupting the World of Accounting

Sam Allred is a qualified CPA and founder of Upstream Academy. He has been regularly recognized as one of the major influencers in the accounting profession and has been listed as one of Accounting Today’s Top 100 Most Influential People in Accounting and as one of IPA’s Most Recommended Consultants. He is one of the most sought-after speakers in the accounting profession and is viewed as one of their top strategic thinkers. Shownotes: Why the accounting profession is in great shape despite the pandemic The two biggest challenges for accounting firms in these tough times (clue - it's to do with people) The impact of accounting firms realising that they can work remotely The major concern for accounting firms who have a remote workforce The first thing accounting firms must do if they want to maintain a strong culture Why hope is not a strategy for survival, growth and recovery The difference between rockstars and superstars in a professional firm Shout out to Jim Collins and his book Good to Great - get the right people on your team bus What attracting great people to your accounting firm allows you to do What new entrants to accounting need to understand if they want to get excited by their career A major but underestimated benefits of working as an accountant in practice vz industry Why failing to clarify to emerging leaders what it takes to make partner is a sign of poor leadership in accounting firms What high performing professional firms do with their talent and succession that other firms don't The biggest mistake accountants make in carving out a stellar career for themselves How a stellar accounting career is very different to a good career The importance of recognising your strengths and unique abilities to forge a standout career in accountancy The dangers of staying in your comfort zone and what stepping out of it looks like for ambitious accountants The challenge of feedback and why most people don't grow/progress because they won't ask for it What accountants can learn from the Eisenhower Matrix as promoted by Stephen Covey The power of being intentional with your career planning in professional life Sam and his wife, Marlene, live outside of Park City, Utah. His hobbies include spending time with his family, fly fishing and golf. Sam and Marlene have seven children. Contact him here: http://upstreamacademy.com/ (Website and blog)

How to Have a Stellar Career as an Accounting Professional

Mike Crook is the Managing Director of the award-winning marketing agency PracticeWeb which has worked exclusively with accounting firms for more than 20 years. Under his leadership, PracticeWeb has gone from strength to strength, from winning awards for their results focused digital marketing, to entering into powerful partnerships with fintech firms and with the ACCA. Mike has almost two decades of experience under his belt as a digital marketing and business transformation strategist, with clients including HSBC, Zurich Financial, Peugeot and Triumph Motorcycles. He is an expert in every aspect of digital marketing from brand building to website development, with a particular interest in the power of market research, test driven marketing and data to deliver results. Shownotes: How marketing has changed to become more complex and more data driven over the years The downside for buyers in the B2B space who are hit with so many marketing messages from professional firms What marketing actually means for accounting firms and what good marketing should do What you need to be the best choice for people looking for your services How much professional firms rate marketing and where it lies as a priority for most accountants The biggest excuse accounting firms give for not investing in marketing, and how it doesn't hold up under scrutiny Why accounting firms who claim to grow by referral might be making a big mistake What accounting firms get wrong when it comes to investing in marketing, and where money gets wasted How some marketing agencies and experts sell their services and methods as silver bullets but with one important thing missing The dangers for accounting firms of of starting a marketing campaign or strategy and thinking short term only What accounting firms are missing out on by not investing in digital marketing How inhouse marketers in accounting firms struggle to internally sell the benefits of marketing The steps to turning marketing into tangible targets and activities The advantages of being data driven with digital marketing for accounting firms Why the smart accounting firms invest in marketing earlier rather than later Key considerations for an accounting firm to hire in external marketing resource and expertise to grow How the marketing strategy acts as a roadmap for accounting firms to execute on for growth How everyone in a professional firm can contribute to the marketing efforts Contact Mike here: https://www.practiceweb.co.uk/ (Website and blog) https://www.linkedin.com/in/michaelcrook/ (Mike on LinkedIn)

Tips to Help Accounting Firms Gain ROI from Marketing

Mike Crook is the Managing Director of the award-winning marketing agency PracticeWeb which has worked exclusively with accounting firms for more than 20 years. Under his leadership, PracticeWeb has gone from strength to strength, from winning awards for their results focused digital marketing, to entering into powerful partnerships with fintech firms and with the ACCA. Mike has almost two decades of experience under his belt as a digital marketing and business transformation strategist, with clients including HSBC, Zurich Financial, Peugeot and Triumph Motorcycles. He is an expert in every aspect of digital marketing from brand building to website development, with a particular interest in the power of market research, test driven marketing and data to deliver results. Shownotes: How marketing has changed to become more complex and more data driven over the years The downside for buyers in the B2B space who are hit with so many marketing messages from professional firms What marketing actually means for accounting firms and what good marketing should do What you need to be the best choice for people looking for your services How much professional firms rate marketing and where it lies as a priority for most accountants The biggest excuse accounting firms give for not investing in marketing, and how it doesn't hold up under scrutiny Why accounting firms who claim to grow by referral might be making a big mistake What accounting firms get wrong when it comes to investing in marketing, and where money gets wasted How some marketing agencies and experts sell their services and methods as silver bullets but with one important thing missing The dangers for accounting firms of of starting a marketing campaign or strategy and thinking short term only What accounting firms are missing out on by not investing in digital marketing How inhouse marketers in accounting firms struggle to internally sell the benefits of marketing The steps to turning marketing into tangible targets and activities The advantages of being data driven with digital marketing for accounting firms Why the smart accounting firms invest in marketing earlier rather than later Key considerations for an accounting firm to hire in external marketing resource and expertise to grow How the marketing strategy acts as a roadmap for accounting firms to execute on for growth How everyone in a professional firm can contribute to the marketing efforts Contact Mike here: Website and blog (https://www.practiceweb.co.uk/) Mike on LinkedIn (https://www.linkedin.com/in/michaelcrook/)

Rob Brown interviews world class accounting leaders and global accounting influencers about what makes good accounting firms great.

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Accounting Influencers

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