And why it’s not product marketing.
by Bruce W. Marcus
Professional Services Marketing 3.0
The adjectives and comparisons and superlatives so common in product marketing have no place in professional services marketing.
The boast, even when there seems to be a foundation for it, rarely works. But professional services marketing can work when it’s designed to: READ MORE →
For instance: Can your firm deliver?
by Jean Marie Caragher
Capstone Marketing
Niche marketing is the decision to use a mix of marketing tools to address a specific target: a niche in the market.
Using the information gathered in your marketing audit, answer the following questions prior to pursuing a particular industry or service specialization: READ MORE →
No, you don’t OWN your clients.
by Jason M. Blumer, CPA/CITP
Founder, THRIVEal +CPA Network
Chief Innovation Officer, Blumer & Associates CPAs
I’m learning a lot these days. For instance, I’ve learned the value of where my real assets are found.
An Australian colleague said he doesn’t call his clients “his” anymore. That is, he has realized something that many of us in the business are slow to accept – your clients are not your property and you do not own them. Ouch.
Why Do I Believe This?
Before we hit some practical aspects to this truth, 
let me discuss the deeper reasons for this new belief. With the Accountancy Revolution, I’m seeing that clients, or customers as I like to call them, have the freedom to make their own choices for their service providers. And I now believe this deeply.
Get the briefing paper on the “American Jobs Act.” With hopes of stimulating national job growth in the near future, President Obama is urging Congress to pass a $447 billion jobs package. But many tax practitioners just want to know: … Continued
Preliminary results show downward pressure on rates and fees as much as 12% in some areas. CPA Trendlines is working with Intuit to track the trends. “This is the first time we’ve seen downward pressure since 2005 when we started … Continued
You can’t do it without your marketing director.
by August Aquila
Aquila Advisors
Research shows that managing partners and marketing directors are still facing some major challenges when it comes to getting their firms to implement change. Why? READ MORE →
Three things to know before jumping in.
by Jean Marie Caragher
Capstone Marketing
You can’t start thinking about selecting a niche until you have a firm grasp of your firm’s current situation. That’s why you need a marketing audit of your firm. A marketing audit might start with three key areas to focus on:
And 99 others worth watching. Barry Melancon, president and CEO of the AICPA since 1995, again tops Accounting Today’s highly influential list of the highly influential. 1. Barry Melancon, president and CEO, AICPA At the top of Melancon’s to-do list … Continued