Networking Still a Strong Lead Generator

Confident businesswoman handing man a business card in networking sessionDon't skimp on following up.

By Jean Marie Caragher

Many CPAs would rather have a tooth pulled or wait in line at the DMV than attend a networking function. Yet, networking continues to be the #1 tactic to generate leads for accounting firms.

MORE from Jean Marie Caragher: How Smart CPA Firms Use Events as a Lead Generation Tool | 14 Timely Questions for Tax Season Clients | The 12-Step Program for Building Better Client Relationships | New Webinar Series: The Truth about Advisory Services
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For a firm that was founded on networking, Herbein + Company, Inc. – a regional certified public accounting firm with six offices in Pennsylvania – continues to promote the value of building relationships through networking.

New Webinar Series: The Truth about Advisory Services

Four-session January series targets growth-minded CPAs.

CPA Trendlines expert author Jean Marie Caragher of Capstone Marketing and HaydenRock Solutions are collaborating on a complimentary webinar series, “The Truth about Offering Advisory Services.”

The webinars will be offered at no charge or obligation on four consecutive Wednesdays from 2-2:30 p.m. ET.

  • Jan. 10: Why Today’s Successful Firms are Offering Advisory Services
  • Jan. 17: 4 Common Mistakes to Avoid & 4 Building Blocks to Success
  • Jan. 24: A Peek into a Proven System to Help You Become Your Clients’ Most Relevant Advisor
  • Jan. 31: How to Make 2018 Your Best Year Ever

Register Here

The agenda includes:

  • Identify client needs easily and systematically
  • Add value with “limitless expertise”
  • Implement value-based billing without looking expensive
  • Access top experts at no cost to you
  • Pinpoint new opportunities and help make them happen

Managing Partners Only: Advanced Sales & Marketing Work Group

CPA Trendlines contributor Jean Caragher has opened enrollment to a new managing-partner-only peer-group on business development and marketing.

"It costs 400% more to close an unreferred prospect versus a referred prospect," says Caragher, CEO and founder of Capstone Marketing. The new online working group is designed to help managing partners "generate more referrals from your network."

The Capstone Community pulls together managing partners interested in education and collaboration regarding CPA firm marketing, growth and client retention. To encourage accountability and execution, each managing partner is encouraged to participate with another member of his or her firm.

Each Capstone Community will meet 13 times over a 15-month time period (no meetings in March or December):

– Monthly one-hour group webinar/online meeting
– Monthly one-hour individual coaching call




How Smart CPA Firms Use Events as a Lead Generation Tool


Just ask Sally Glick.

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By Jean Marie Caragher
90-Day Marketing Plan for CPA Firms

While technology and social media have offered new marketing tactics for CPA firms, the tried and true face-to-face options remain beneficial. Just ask Sally Glick, Chief Marketing Officer at Sobel & Co., in Livingston, NJ.

Just ask Sally Glick, Chief Marketing Officer at Sobel & Co., in Livingston, NJ.

MORE on MARKETING from JEAN CARAGHER: FREE eBOOK: 13 Ways to Waste Your Accounting Firm Marketing Budget  |  The 12-Step Program for Building Better Client Relationships  |  Six Questions That Will Change the Way You See Your CPA Firm’s Marketing Program  |  The 10-Point Plan of Great Business-Developers  |  10 Real-World Expectations for Accounting Firm Marketing  |  10 Partner Must-Do’s in Getting the Most of Your Marketing Director  |  Real Networking Starts after the First Meeting | More

I’ve known Sally for two decades and if ever there was a person who could strategize, organize and promote events as a lead generation tool she is that person.

“Events are one of the most effective lead generation tactics for us,” explains Glick. “During the year we host 15 business events and 13 nonprofit programs, which demonstrate our thought leadership – our skills, competencies, and business acumen our clients demand. While presenting relevant information, and afterward when fielding questions, we have a chance to make a connection that may grow into a new engagement.”


Caragher Launches Capstone Community

Capstone Marketing, which is operated by CPA Trendlines contributor Jean Caragher, is rolling out the Capstone Community, a new network of managing partners interested in education and collaboration in CPA firm growth and client retention.

A two-year program that will begin in January 2016, members will meet via online meetings and receive one hour of individual coaching 10 times each year. Membership in each community is limited to 10 firms of similar size that are geographically exclusive. Members will have 24/7 access to the Capstone Community Library, including templates, checklists, videos, and more. 

“There are many managing partners interested in growing their firms and retaining clients who don’t have a peer group or internal marketing expertise,” explains Jean Caragher, president of Capstone Marketing. “The Capstone Community will fill the gap and provide managing partners with targeted tools, training and teamwork to enrich their firms.”

Learn more about the Capstone Community at  To register go to

The 12-Step Program for Building Better Client Relationships

Selfie Cell Phone PicsTurn the habits of everyday friendship into business skills.

By Jean Marie Caragher
The 90-Day Marketing Plan for CPA Firms

Since strong client relationships contribute to client satisfaction, longevity and lead generation, partners often encourage their managers and staff to build relationships with their clients. But these managers and staff look at the relationships their firm’s partners have built over time and think it’s impossible to replicate their results.

Building relationships with clients can be done using the same behaviors that we use when building friendships and courting our spouse or significant other. Consider these 12 tips to build client relationships, especially during tax season, prime time for in-person client contact. READ MORE →