OUTLOOK & ANALYSIS

Alan Vitberg: Accounting Marketing on the Verge of a ‘Lead Gen’ Revolution

How smart firms are turning to digital tools and metrics.

by Alan Vitberg
VitbergLLC

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I believe that marketing and business development at CPA firms is on the edge a transformation based upon the monumental changes to the way we receive, process, use and share information.

It’s not about “pushing” information out to prospects, it’s about

  1. being found by prospects searching online for solutions to their needs, issues or pain;
  2. converting those eyeballs into leads and new business; and
  3. employing tools that deliver metrics for pinpointing the ROI from investments made in marketing and business development.
Alan Vitberg
Alan Vitberg

Successful firms are taking a fresh approach to business development that combines traditional 1-to-1 marketing with new marketing strategies and tactics built upon inbound marketing, a laser-like focus lead generation, and the many faceted ways that social media can be employed for new business purposes.

Among the key strategies and tactics they employ are: