10 Real-World Expectations for Accounting Firm Marketing

By Jean Caragher
Capstone Marketing

Clearly, over the past 15 years marketing professionals have elevated the sophistication and effectiveness of CPA firm marketing programs.

CPA firms employing marketing professionals are no longer news. But too many partners still don’t understand what marketing can and cannot do. The discrepancies often lead to frustration and failure.

So, let’s get real. Here are the top 10 expectations partners should have for their marketing departments:

Posted on November 24, 2013

Jean Marie Caragher

About the Author

Jean Caragher gets things done.

She is the co-author of Gear Up for Growth: The Marketing Trends Manual for Accountants and the author and creator of the uniquely feasible 90-Day Marketing Plan for CPA Firms.

For CPA firms seeking to improve their marketing, Jean at Capstone Marketing is the go-to resource for strategy and implementation. With 30 years of experience working solely with CPAs, Jean knows the challenges and opportunities firms face today. Her experience and knowledge, combined with her practical approach, help growth-focused CPA firms attract the best clients and talent.

Click here for more by Jean Marie Caragher

And check out her free resources, including:
the event-driven marketing method,
the members-only Capstone Community, and
the "13 Ways to Waste Your Accounting Firm Marketing Budget"ebook.

Free Instant Download:
"Top 12 Questions to Ask at Your Next Networking Event"

A well-respected industry specialist, Jean is an inaugural AAM Hall of Fame inductee, a multiple AAM-MAA award winner, and a CPA Practice Advisor Thought Leader. Prior to launching Capstone Marketing in 1998, Jean served as a CPA firm marketing director and association executive director. She has twice been named one of Accounting Today’s 100 Most Influential People in Accounting. Jean’s experience: Moore Stephens North America Inc., Executive Director; BDO Seidman, Regional Marketing Director; and Israeloff, Trattner & Company, Marketing Director.

She holds an MBA from Hofstra University and a BA from State University College at Oswego, N.Y. Her published works include "Bull’s-Eye! The Ultimate How-To Marketing and Sales Guide for CPAs;" "Double Digit Growth: Tools From Top Firms;" "How to Hire a Marketing Director and Make It Work;" "The Marketing Advantage II: New Ideas on Getting and Keeping Clients." Professional recognition: Inaugural member, Association for Accounting Marketing Hall of Fame; Association for Accounting Marketing-Marketing Achievement Award; Member, Editorial Advisory Board, CPA Marketing Report; Member, Practice Management Editorial Advisory Board, Accounting Today; “100 Most Influential People in Accounting,” Accounting Today; and Top 25 Thought Leader in Public Accounting, CPA Practice Advisor.

She belongs to the Association for Accounting Marketing, where she has served as president, board director and conference chair; the National Speakers Association, and the Leukemia & Lymphoma Society.

For more information contact her at 727.210.7306 or jcaragher@capstonemarketing.com. Follow Jean on Twitter.com/JeanCaragher; Linkedin.com/in/jeancaragher; facebook.com/capstonemarketing

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