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.
30:56
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Quick takeaways
- The evolution of accounting marketing reflects a shift from basic name awareness to sophisticated strategies focused on client experience and engagement.
- Advancements in technology and data analytics are revolutionizing accounting marketing, enabling firms to create tailored and responsive strategies that enhance client relationships.
Deep dives
Evolution of Accounting Marketing
Accounting marketing has undergone significant transformations since the prohibition on marketing was lifted in 1979 due to the Bates decision. Initially, marketing focused on name awareness and simple service promotions, often relying on newsletters and brochures to communicate with potential clients. Over the decades, however, the field has evolved to encompass comprehensive strategies that prioritize client experiences and culture, marking a shift from mere awareness to strategic engagement. This evolution underscores the increasing importance of sophisticated marketing practices within the accounting profession, reflecting broader changes in how firms position themselves in an increasingly competitive market.
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