VIDEOS
Barry Schimel: How to Profit in a Volatile Economy
Barry Schimel, a co-founder of the BizActions mail marketing system for accounting firms, has seen a lot of ups and downs in his career, starting as a CPA working with distressed companies a couple recessions ago. Now on his fifth book, “100 Ways to Profit in a Volatile Economy,” Schimel talks in this video about what he has learned about how accountants and accounting firms can help foundering companies. More here…
Marketing for CPA Firms
Growth-minded CPAs and firms can’t afford to retrench in times like these.
An overflow crowd of CPAs and marketing executives gathered in New York for the AICPA Accounting Firm Marketing Forum, produced in cooperation with members of the Association of Accounting Marketing.
Here are exclusive video interviews with some of the participants:
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Above: Joe Rotella (Delphia Consulting) on Social Networking for CPA Firms
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Above: Ed Russ on the First Rule of Success for CPA Firms
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ABOVE: Granville Loar (Association for Accounting Marketing) on How a Meeting Can Make the Difference
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ABOVE: Sally Glick on Marketing in Tough Times
CPA Insider Video Snack:
Careers & Accounting – Four Keys to Success
First published by the AICPA
See all AICPA CPA Insider Video Snacks
Beyond the Click
Hank Berkowitz of AICPA Media talks about “Beyond the Click,” the research report that unlocks the secrets of B2B e-newsletter advertising.
Bay Street Group conducted the research and co-produced the report.
See all 15 videos.
Click here for the free download of the report (PDF).
INTRODUCTION
At a time when overall spending on U.S. advertising is growing at just low single-digit rates, online advertising is growing at more than 20 percent a year and is expected to grow at a compounded annual growth rate of nearly 15 percent1 through 2010. Yet, for all the promise that online advertising holds –– and for its increasing share of business-to-business marketing budgets –– it is still widely misunderstood, particularly in the highly competitive accounting and finance channel. CPAs are the trusted gatekeepers for millions of corporate finance departments, small businesses and high net worth individuals. Yet they’re highly elusive. Risk averse by nature, they’re much less tolerant of the hard sell than attorneys, doctors, architects, insurance and other influential professionals. In essence, marketers must learn to get their messages to (and through) CPAs more effectively and they must also do a better job of understanding the unique characteristics of sponsored electronic newsletters (“e-newsletters”), particularly those reaching influential, time-pressed professionals. So, how do you sell effectively to influential professionals online who don’t like to be sold to? That’s the impetus behind this report prepared by AICPA Custom Media Solutions and Bay Street Group Research.
