Start with trends in your clients’ industries.
By Bruce Marcus
Professional Services Marketing 3.0
EDITOR’S NOTE: CPA Trendlines was privileged to have a long relationship with Bruce W. Marcus, who was ahead of his time in his thinking and practice in marketing for accounting. We are publishing some of the late expert’s evergreen work, which retains wisdom for the present.
I’m puzzled by the accounting firm that continues to function today as it did many decades ago – in so many areas, as if the world continues to be as it was decades ago.
MORE: How Marketing in Accounting Has Evolved | How Marketing Evolved to 3.0 | Why Value Pricing Works | Accounting Marketing 3.0: New Rules | Accountants Don’t Sell Soap. | Why Competition Matters Most | Nine Fundamentals for a Healthy Marketing Culture in an Accounting Firm
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At the same time, in the midst of all that’s changing in the professional world, I’m surprised that change in the marketing process for professional services is evolving so slowly. There are indeed exceptions, in which a handful of firms have extensive programs that are innovative, and very large staffs to execute them. These few firms have specialists in such activities as business development, media relations and so forth, but considering the vast number of accounting firms, their number is a small percentage of the professions.
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