Bury the Non-Billable Hour

Call it "the investment hour" and go hunting for business.

By Bruce W. Marcus
Professional Services Marketing 3.0

If the accounting firm's management hasn’t made clear that participation by every professional in the firm is an integral part of recognition and growth within the firm, you can scrap the marketing program. It can be helpful if the non-billable hour is renamed the investment hour, because if those hours are spent on marketing, investment hours are exactly what they are. READ MORE →

8 Proven Methods for Accurately Targeting New Business

And 9 realities you can't ignore.

By Bruce W. Marcus
Professional Services Marketing 3.0

A marketing program – a professional-caliber marketing program – begins with a realistic understanding of the needs and opportunities of the markets you serve. It defines your abilities to meet those needs. It develops a strategy to persuade your market that you can serve its needs. And it formulates the tactics needed to make that strategy functional.

By defining the target audience first, you can devise the strategy to address that audience, with eight tried-and-true techniques: READ MORE →