Marketing Must Generate Leads

BONUS: 32 methods you can use to get a response.

By Rob Nixon

The overall (and desired) objective of marketing functions in an accounting firm is to generate leads. Lots of leads. The more marketing you do, the more leads you get, the more choices you have!

MORE ON STRATEGY: Growing Your Client Database | How to Dominate the Internet | Marketing Objectives Determine Marketing Amount | What Products Should You Create? | Keep a Watchful Eye on Clients | Rewards Go Far Beyond Money | People Still Needed, But In Different Ways | Don’t Let Technology Make You Dumber | Are Your Goals Big Enough? | Finding New Opportunity in Compliance Services | How Offshoring Is Shaking Up Accounting
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There are two types of marketing people – brand-oriented or direct response.