Ten ways accountants can be newsworthy.
By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms
As a marketing channel, public relations is one of my personal favorites.
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It includes
The profession talks too much about deadlines and not enough about impact. Students are listening.
MOVE Like This
With Bonnie Buol Ruszczyk
For CPA Trendlines Research
The CPA profession has only itself to blame for a talent shortage.
Firms have spent years talking about the grind of deadlines and busy season, instead of selling the career’s impact, stability, and range of opportunities, according to Carrie Steffen, CEO of the Iowa Society of CPAs.
MORE MOVE Like This | MORE CPA Trendlines Streaming Network
In the new episode of MOVE Like This, Steffen tells Bonnie Buol Ruszczyk the profession must rethink its narrative, strengthen cultures of belonging, and bring younger professionals into leadership conversations if it hopes to rebuild the CPA pipeline.
Collaboration, transparency, and independence drive BeachFleischman’s growth.
Gear Up for Growth
With Jean Caragher
For CPA Trendlines
When most people picture a CPA firm CEO, they don’t envision a former marketing director in the big chair.
That’s exactly what makes Eric Majchrzak worth listening to.
Majchrzak, CEO and Principal of BeachFleischman—Arizona’s largest locally owned CPA firm and a Top 200 firm in the U.S.—has been named multiple times to Accounting Today’s “Top 100 Most Influential People in Accounting” and is an Association for Accounting Marketing Hall of Fame inductee.
More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More Gear Up for Growth
On Gear Up for Growth, hosted by Capstone Marketing president Jean Caragher, Majchrzak pulls back the curtain on how his growth-minded, marketing-first lens is reshaping BeachFleischman’s strategy, culture, and business model—and what other firms can steal from that playbook.
Four key strategies show how firms can lead with value.
Gear Up for Growth
With Jean Caragher
For CPA Trendlines
“Firms can’t afford to hide behind best practices or boring templates anymore,” says Jay Schwedelson, president and CEO of Outcome Media and host of the top-rated marketing podcast “Do This, NOT That,” during his appearance on Gear Up for Growth with Jean Caragher.
More Gear Up for Growth here. | More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More CPA Trendlines videos and podcasts here
“It’s time to be bold, be human, and make sure you’re showing up where your prospects are actually searching, especially in AI,” he adds.
Schwedelson delivers four urgent takeaways for CPA firm leaders. READ MORE →
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Gear Up for Growth
With Jean Caragher
For CPA Trendlines
In the latest episode of Gear Up for Growth, powered by CPA Trendlines, Jean Caragher, president of Capstone Marketing, speaks with Karen Waga, chief marketing officer of WilkinGuttenplan CPAs & Advisors, about the firm’s award-winning recruiting campaign, which resonated deeply with job seekers, employees, and peers across the profession.
More Gear Up for Growth here. | More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More CPA Trendlines videos and podcasts here
Waga says the campaign was built entirely on real employee experiences and candid storytelling, leveraging the firm’s flexible, people-first culture. The campaign offered a compelling and authentic view of life at WilkinGuttenplan from summer Fridays to paternity leave and personal caregiving.