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Kristen Lewis: The Biggest Challenge Marketing Accounting Firms | Capstone Conversations (Jean Caragher)
Oct 21, 2024
In this conversation, Kristen Lewis, Director of Marketing at EisnerAmper and a Hall of Fame member in accounting marketing, shares insights from over 20 years in the field. She discusses the biggest challenges in marketing for accounting firms, emphasizing the push for bold ideas in a traditionally conservative industry. Kristen also reflects on how the pandemic reshaped their strategies, the rise in content marketing, and the importance of adapting to new online networking formats to foster client relationships and enhance brand differentiation.
26:31
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Quick takeaways
- The pandemic forced accounting firms to rapidly adapt their marketing strategies, highlighting the importance of online presence and content marketing.
- True differentiation in marketing accounting firms is challenging due to the industry's conservative nature, necessitating a strong focus on unique value propositions.
Deep dives
Resilience and Adaptability in Marketing
The team demonstrated remarkable resilience and adaptability throughout the pandemic, learning to navigate unprecedented challenges effectively. They embraced the philosophy of building their initiatives 'while driving the car,' indicating their ability to innovate on the fly. This experience instilled a newfound confidence to tackle hard and new things, encouraging team members to push their boundaries and confront fears in marketing strategies. Ultimately, these efforts highlighted the capacity of the team to succeed through collaboration despite the external chaos brought on by the pandemic.
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