Marketing and Business Development Strategies at Accounting Firms




2012 Edition, incorporating data and analysis from 2010 and 2011.


178 pages, four-color charts and graphs, printed, bound and free shipping. (price subject to change)

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$350.00

METHODOLOGY: CPA Trendlines Research by Bay Street Group LLC is continuously polling members of the tax, accounting and finance community on issues, trends, attitudes, behaviors and observations. The data for this report was gathered over the course of two years and includes the responses of 1,588 practitioners. The margin of error is plus or minus 3 percentage points at a 90% confidence level.

HOW TO USE THIS STUDY: To help readers understand what is working for firms like theirs, we have sorted the responses into groups determined by the size of the firm. What works for a solo practitioner might not work for a large firm, and vice versa. To obtain the greatest benefit from the research, we have organized it in the way we believe other CPAs will find most helpful. We begin with the smallest entity – the solo practitioners – and work up to the largest firms.

TABLE of CONTENTS
Click here to download the Table of Contents (PDF, 8 pages)
INTRODUCTION
METHODOLOGY
HOW TO USE THIS STUDY
ACKNOWLEDGEMENTS

KEY FINDINGS
RESPONDENT PROFILE
Figure: Sector
Figure: Firm Size
Figure: Position

OVERVIEW
Figure: Change in Marketing Activity, Chart
Figure: Change in Marketing Activity, Detail
Figure: Marketing Objectives
Figure: Marketing Plans

COMMENTARY and ANALYSIS
Marketing Efforts Surge as Accounting Firms Battle for New Clients
Soloists Set to Step Up Marketing for Tax Season
The Battle for the Center Gets Heated
The 2012 Marketing Plans of the Best Larger Firms

PART 1: SOLO PRACTITIONERS
Figure: Marketing Activity 2011
Figure: Marketing Activity 2012
Figure: Personal Marketing Activity
Figure: Marketing Objectives
Figure: Marketing Plans

PART 2: FIRMS OF 2 TO 10 PERSONS
Figure: Marketing Activity 2011
Figure: Marketing Activity 2012
Figure: Personal Marketing Activity
Figure: Marketing Objectives
Figure: Marketing Plans
Figure: Position
Figure: Marketing Professionals

PART 3: FIRMS OF 11 – 50 Persons
Figure: Marketing Activity 2011
Figure: Marketing Activity 2012
Figure: Marketing Objectives
Figure: Marketing Plans
Figure: Position
Figure: Marketing Professionals

PART 4: FIRMS OF 51-100 Persons
Figure: Marketing Activity 2011
Figure: Marketing Activity 2012
Figure: Personal Marketing Activity
Figure: Marketing Objectives
Figure: Marketing Plans
Figure: Position
Figure: Marketing Professionals

PART 5: FIRMS OF 101 Persons or More
Figure: Marketing Activity 2011
Figure: Marketing Activity 2011
Figure: Personal Marketing Activity
Figure: Marketing Objectives
Figure: Marketing Plans
Figure: Firm Size
Figure: Position
Figure: Marketing Professionals

Part 6, Section 1: Comparison of Responses by Firm Size
Figure: Marketing Activity 2011
Figure: Marketing Activity 2012
Figure: Marketing Activity 2012
Figure: Marketing Objectives (first of four charts)
Figure: Marketing Objectives
Figure: Marketing Objectives
Figure: Marketing Objectives
Figure: Marketing Activity 2012
Figure: Attitudes and Behaviors

Part 6, Section 2: Activities of High performers vs. Low Performers
Figure: Marketing Activity 2011
Figure: Marketing Activity 2012
Figure: Personal Marketing Activity
Figure: Marketing Objectives
Figure: Marketing Activity 2012
Figure: Goal Achievement
Figure: Formal Marketing Planning
Figure: Superior Revenue Growth
Figure: Superior Profitability
Figure: Firmwide Accountability
Figure: Client Selection
Figure: Marketing Culture
Figure: Incentives
Figure: Firm Size
Figure: Position

Key Findings: Solo Practitioners
Figure: Marketing Plans, Hi v. Lo Performers

Key Findings: Firms of 2 – 10 Persons
Figure: Marketing Plans, Hi v. Lo Performers

Key Findings: Firms of 11-50 Persons
Figure: Marketing Objectives, Hi v. Lo Performers
Figure: Marketing Activity, Hi v. Lo Performers

Key Findings: Firms of 51 – 100 Persons
Figure: Marketing Objectives, Hi v. Lo Performers
Figure: Marketing Plans, Hi v. Lo Performers

Key Findings: Firms of 101 or More Persons
Figure: Marketing Objectives, Hi v. Lo Performers
Figure: Marketing Plans, Hi v. Lo Performers

APPENDIX
SAMPLE SURVEY QUESTIONS

BONUS CONTENT:
ADDITIONAL RESEARCH and GUIDANCE
Marketing Director Compensation Study
What Accountants Are Learning about Marketing
Six Strategies to Stop Losing Business to Competitors
Five Easy Ideas for a Quick Business Boost
It’s a New Generation in Lead Generation
Accounting Marketing on the Verge of a ‘Lead Gen’ Revolution
13 New Rules for Accounting Marketing
Biz Dev Ideas for Your Career and Your Firm
Five Steps to Turn Linkedin into a Lead-Generating Machine
Three Tweets a Day to Real Results
5 Ways to Strengthen Your Email Marketing
6 Ways YouTube Can Jumpstart Your Marketing