On behalf of the Accounting Influencers Broadcast Network, this is the “Influencers in Accounting” show, going live every Wednesday. Subscribing gets you deep dive interview with top authors, leaders, thinkers and performers in the accounting and fintech world. They’re all 30mins max so you can digest them ‘on the go’.
Episode 9. In today’s interview, “Marketing in Accounting vz Legal with Casey Blake.”
Casey is a creative strategic thinker who connects the dots and brings brands to life. With a background in accounting marketing and experience in both the for-profit and nonprofit sectors, she brings an ideal skill set for Kolibri Law Support Solutions. Prior to joining Kolibri Law Support Solutions, Casey was Director of Marketing at a Boston-based CPA firm. Before that she was a Marketing and Sales Client Strategist at a global accounting firm. Earlier in her career, she was a Marketing and Event Coordinator at a nonprofit that promotes awareness and advocacy for children’s health and well-being.
Key takeaways from this episode include:
☞ what fractional law firm management looks like and what accounting firms might learn from the role
☞ the trend for professional firms to run a C-Suite rather than a managing partner and senior partner equity model
☞ the overload and multiple responsibilities facing many professional firm managing partners
☞ asking what is more competitive – the legal market or the accounting market
☞ the difference in approaches to winning clients and doing their jobs for accountants and lawyers
☞ how the retained fees and monthly recurring revenues of accountants affects the way they market
☞ the importance for some professional firms of attracting local and regional clients with SEO and geo-location marketing
☞ how globalisation is changing how professional firms can now go after clients from anywhere in the world
☞ how budgets vary significantly between professional firms depending on the priorities
☞ whether managing partners and leaders of accounting firms actually value the marketing function
☞ the movement in professional firms to bring marketing people to the top table of leadership in a CMO type role
☞ the importance for professionals in accounting firms to understand the need for marketing and business development activity
☞ the similarities around data, analysis, research and strategy when it comes to marketing in law and accounting firms
☞ shout out to AAM (Association for Accounting Marketing), LMA (Legal Marketing Association) and others to support marketing in professional firms
☞ what’s coming up for the marketing role in accounting and CPA firms in coming years, particularly in the areas of people and talent
☞ how short videos will play a bit part for accounting practice marketing in a world of short attention spans
☞ best advice for accounting professionals who want more of a voice for their ideas when it comes to marketing themselves and their firm
Outside work, Casey enjoys a blend of at-home celebrations and travels (usually with a good book) with her husband and children. You can usually find her on a run around her neighborhood taking in the beautiful sights of the Mystic River.
You can also check out this interviews on youtube: https://youtu.be/r3BM0HgqPQ8
A reminder of 5 great shows in the Accounting Influencers Broadcast Network:
❶ Success in Accounting – MONDAYS. Our flagship main show featuring panels, highlights, combinations, panels, topics, live interviews and best ofs.
❷ Insights in Accounting – TUESDAYS. The best news, analysis, commercial awareness, news under microscope, podcast mentions and recommendations.
❸ Influencers in Accounting – WEDNESDAYS. Deep dive 1-1 interviews with leaders, experts, influencers from around the world.
❹ Best Practice in Accounting – THURSDAYS. Practice development, growth, management, consulting, examples, stories and practical here’s what works stuff for accountants, bookkeepers and the fintech/software people who serve them.
❺ UK Matters in Accounting – FRIDAYS. A UK focused show featuring UK related topics, news items, events and interviews.
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