Did you know top accounting firms are now generating 6-figure leads from their websites? Digital channels are rapidly replacing traditional networking for customer acquisition.
That’s according to David Toth, an expert on strategic growth for accounting firms, who joined my podcast to talk about how digital marketing and AI are disrupting accounting firm marketing.
David opened my eyes to how the top 400 firms leverage digital marketing to grow. Here are three trends that should excite and inspire us all.
1. Marketing Automation & CRMs 
Top accounting firms are implementing marketing automation platforms like HubSpot to track website leads and deals. David said, “I know a significant number of firms dropping Marketo or Pardot and going to HubSpot for marketing automation.”
The agility of HubSpot gives them invaluable data to analyze revenue sources and optimize their sales process.
They also utilize data intelligence tools like Introhive to auto-populate their CRMs by pulling contacts, subject lines, and calendar data from email and cloud storage. This injects CRMs with 30 times more contacts without manual entry.
However, firms still face challenges getting professionals to fully adopt CRMs day-to-day. As leaders, we must guide our teams to embrace these technologies wholeheartedly if we want to compete digitally!
2. Optimizing LinkedIn 
Most accounting firms are significantly under-realizing LinkedIn’s potential for lead generation and recruitment. Employees’ collective networks stretch far wider than the firm’s followers.
To build a bigger digital presence, encourage partners to showcase thought leadership consistently on LinkedIn through long-form posts, articles, and video. This builds personal brands and firm credibility.
With Gen Z and Millennials driving business decisions now, LinkedIn is a crucial platform for attracting top young talent and reaching emerging clients. Frims that want to grow must optimize for digital networking.
3. High-Value Leads from Digital 
While most dealmaking historically relied on in-person networking, leading accounting firms now frequently generate 5 and 6-figure leads from their websites. David said, “I have a client that received a $450,000 opportunity, sight unseen through their website.”
As buyers increasingly research and vet firms online before contacting them, digital channels now replace traditional networking for initiating deals.
It’s time for a mindset shift – we must embrace digital marketing as a vital revenue generation channel, not just a brand awareness tool. The future of deals is digital.
Dive Deeper on the Earmark Podcast
Want to dive deeper into the digital marketing strategies and innovations shaping the accounting industry? Listen to my conversation with David Toth.
In the episode, you’ll learn more about:
- How firms are using webinars as a “content engine” to fuel their marketing
- David’s perspective on the future of SEO given the rise of AI chatbots
- Actionable tactics for optimizing your LinkedIn profile and network
- Adopting short-form video content on platforms like TikTok and Instagram
- Leveraging generative AI tools like ChatGPT for efficient content creation
If you want to get your firm’s marketing on the right track, be sure to listen to this episode. You can also earn free CPE for listening! Tune in to learn how. And let me know what you think. Leave a comment or contact me at BlakeOliver.com.
