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Gear Up for Growth 
With Jean Caragher
For CPA Trendlines
The latest episode of Gear Up for Growth, hosted by Jean Caragher of Capstone Marketing and powered by CPA Trendlines, featured an insightful discussion with Becky Livingston, founder and CEO of Penheel Marketing, on the role of artificial intelligence (AI) in CPA firm marketing. The conversation centered around two key takeaways: AI’s ability to enhance thought leadership efforts and its role in shifting CPAs toward more strategic client advisory services.
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Marketing research shows that high-growth CPA firms prioritize thought leadership through blogging, white papers, and public speaking. AI tools such as ChatGPT, Perplexity, and Jasper are revolutionizing this space by enabling firms to generate high-quality content efficiently. These tools allow CPAs to personalize content for niche audiences, optimize SEO strategies beyond traditional search engines, and streamline content creation to maintain a consistent and authoritative online presence.
“In today’s digital landscape, AI is a powerful tool that helps CPA firms stand out by making their expertise more accessible,” Livingston says. “With AI-driven content creation, firms can tailor their messaging to specific industries and audiences, strengthening their market position.”
Beyond marketing, AI is reshaping how CPA firms interact with their clients. By automating routine tasks such as financial analysis, forecasting, and reporting, CPAs can redirect their efforts toward advisory roles. Tools like QuickBooks AI, NetSuite, and Jirav provide firms with deeper insights into financial health, risk assessment, and cash flow management.
“AI isn’t replacing CPAs—it’s empowering them,” Livingston explains. “By handling routine tasks, AI enables firms to spend more time building relationships, offering strategic advice, and driving growth for their clients.”
5 Key Takeaways
- AI helps overcome writer’s block, structure first drafts, and generate compelling headlines, making it easier for firms to create valuable thought leadership content.
- AI-driven email and content personalization will improve client engagement, making marketing efforts more effective.
- While AI provides efficiency, human oversight is necessary to ensure content remains accurate, authentic, and aligned with a firm’s brand voice.
- Firms should optimize content not only for Google but also for AI-driven search tools like ChatGPT, which are increasingly being used for research.
- Marketers must embrace AI and data-driven strategies or risk being left behind. AI is a tool for enhancement, not job replacement.
More About Becky Livingston
Becky Livingston is the founder and CEO of Penheel Marketing. She has more than 30 years of experience in marketing and tech, including nearly 25 years in the accounting profession. Ace Cloud Accounting has named her a top 25 accounting influencer. Additionally, she is the author of “The B2B Marketers Guide to AI: Strategies, Tactics, and Tools for Success.”