Welcome to CPA Growth Trends—your source for information, insights, tools and best practices to drive growth within an accounting firm.
FAQs Regarding the .CPA Domain
Over the past month AAM has hosted a series of TalkAbouts to help you navigate the new . dot cpa domain. We talked to a group of subject matter experts about branding, different types of web properties and SEO, as well as provided case studies with two different firms who…
Does Client Experience Impact Buying Decisions?
Is client experience a deciding factor for prospective clients as they consider engaging a new accounting and advisory firm? It seems like a simple question, but marketers and business developers have long struggled to accurately and definitively define the role CX plays in client acquisition. Some of the trouble stems…
6 Out-of-the-Box Ideas for Client Onboarding
The client onboarding process is crucial in the accounting services industry. What differentiates your firm from the competition should be the level of service provided to the client. So, what exactly is client onboarding? Client onboarding is the process of bringing in a new client, welcoming them to your firm,…
Measuring Your Client Onboarding Efforts
Before we can cover measuring your client onboarding efforts, we need to start with how to define the type of client experience you want to deliver. According to McKinsey, “When companies set out to define their customer experience aspiration, they often fall into one or both of two traps: either the…
5 Ways to Win Buy-in for Marketing Technology
The challenges of developing and executing marketing plans are many and wide-ranging. For marketing managers who work at smaller firms—usually as a one-person department—the effort is a constant battle of choosing what is achievable versus what is best for the firm. Marketing managers at smaller firms are often given little…
Relationships Trump Tasks
When a new client joins your firm, this is the time to reinforce the fact that they made the right decision. The client should feel joy at the thought of working with you and begin to see firsthand all that exceptional service you touted during the sales process. Unfortunately, that…
Partner POV with Eric Majchrzak on Being the CEO of an Accounting Firm
Eric Majchrzak is a shareholder and chief strategy officer of BeachFleischman in southern Arizona. In December 2020, he was named CEO-elect of the firm and will take over as CEO in January 2022. It is rare for a non-CPA, let alone a marketer, to become a CEO of an accounting…
Firms Expect Growth in 2021 Despite the Pandemic
Many believe the investments they made in content marketing will continue to pay off, according to the second of two Growth Outlook Surveys conducted in 2020 by Inovautus Consulting in collaboration with the Association for Accounting Marketing (AAM). Firms expect growth to occur in the following areas: Improvement in 2020…