Accounting Today Podcast The evolution of accounting marketing
Apr 21, 2025
Join August Aquila, a trailblazer in accounting marketing, and Kristen Lewis, a strategic growth expert, as they delve into the transformation of marketing within the accounting profession. They discuss the shift from traditional techniques to tech-driven strategies that enhance client experiences. The duo highlights the importance of aligning firm culture with marketing efforts and fostering a collaborative environment. They also explore how AI and data analytics are reshaping the landscape, preparing professionals for a future where adaptability is key.
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Marketing's Legal Dawn in 1979
- Accounting marketing was prohibited until 1979, when a landmark court case allowed professional firms to market themselves.
- Early marketing focused mainly on name and service awareness using simple tools like newsletters.
Marketing's Expanding Role
- Marketing in accounting has evolved from basic brochures and newsletters to encompassing client experience and firm culture.
- It's critical for communicating value propositions amidst growing advisory and outsourcing services.
Technology Elevates Marketing Impact
- Technology has transformed accounting marketing, enabling better client communication, measurement of ROI, and nimble responses to market changes.
- Digital tools reinforce rather than diminish the human element in client relationships.