Marketing

Master motivator and $100 million salesman Sean McArdle kicked off the 21st Association for Accounting Marketing Summit here with a keynote about mastering the challenge of change.

Katie Tolin pursued a career in marketing and she did it by the book. Armed with undergraduate degrees in business and public relations, she earned a Master

IMGCAP(1)]When you think about how to increase your firm's profits, what comes to mind? My guess is that training and learning may not make your short list. Soft skills are even less likely to make the cut. The reality is that preparation precedes profits, and many firms miss out on great earning opportunities because they do not invest enough in training their people the right way.

KPMG plans to bring nearly 375 jobs to its new office in Tysons Corner, Va., just outside Washington, D.C.

The Association of Accounting Marketing plans to restructure its committees and subcommittees starting in July.

Accounting firm Macias Gini & O’Connell has rebranded itself as simply MGO and adopted the slogan, “Proud to Be Boring Accountants.”

RSM McGladrey and McGladrey & Pullen have adopted a new brand identity as simply “McGladrey” and are launching the new brand in conjunction with a PGA golf tournament sponsorship.

In the world of accounting marketing, as in any marketing, building your network of referral sources and centers of influence is critical. Many young CPAs are tasked with building their professional network early in their careers, but are not always given the necessary tools and training on how to do it.

Louisiana CPA firm Postlethwaite & Netterville has been growing - especially in the past year-and-a-half, as the Baton Rouge-based firm expanded its operations, acquiring Lafayette-based Veazey & Co. in January 2009, and the audit and tax practices of New Orleans-based Legier & Materne in December 2008.

ParenteBeard has introduced an Emerging Growth Business Services Practice to service startup and early-stage companies.

Accounting firms that stay in motion are those that will continue to prosper.

The Long Island-based firm of Grassi & Co. has had much success over the years. But like many firms seeking to drive market share in a constrained economy, they knew that developing larger opportunities is a different game in these days of heavy competition and price wars.

IMGCAP(1)]Whether you love it or hate it, personal networking is one of the best ways to build your business. But are you getting the most from your efforts?

IMGCAP(1)]CPA firms, like many other businesses throughout the country, are feeling the sting of the recession.

Technology is the accelerator for improving performance and meeting client requirements in today's economy. You can do more with less, but reducing investments in training and technology (as some have done this past year) only results in making your business less competitive.

Mid-Atlantic regional firm ParenteBeard has created a new brand logo and tagline, “Confidence through Clarity.”

PT Marketing, a firm that specializes in business-to-business appointment setting for the financial services and insurance industries, is gearing up its CPA Partnerships Appointment Setting program.

IMGCAP(1)]E-mail marketing is an extremely powerful medium that can be a major lead generation source for any accountancy firm, from small-town sole practitioners to multinational corporations. When applied properly, these five innovative approaches can significantly boost your prospect response rates.

The Upstream Academy is introducing a business development program for new accounting firm partners and senior managers.

IMGCAP(1)]Many businesses have been reluctant to start using social media, and for good reason.