Common Mistakes of CPA Firm Marketers
Posted by Sarah Templeton on Thu, Oct 01, 2009
As a fellow marketer, I am engaged with many moving parts of the firm from overall strategic planning to the day-to-day execution needed to reach those goals. Have you ever needed to start out from square one with outdated or incomplete databases every time you are about to execute a new campaign? Do your Partners and Business Development team have sufficient information prior to meeting with prospects and/or delivering proposals? Please know this: you are not alone!
A few common mistakes that many marketers, partners and business development representatives encounter can be lack of research, lack of communication, and incomplete databases. Below, we have addressed each of these common pitfalls as well as ways we as a CPA firm have confronted each one with people, process, and technology:
1. Research - B2B research often leads to strategic decisions that guide the overall direction of a firm. Decision-making is far more complex, and is highly targeted for the most part. In addition, knowing who you are going after is essential. The role of "researcher" does not necessarily have to just be in preparation for a firm-wide strategy meeting, but can and should be employed prior to meeting with a prospect, their firm, someone you may refer business to in the future.
2. Incomplete database - Access Hoovers, launched this year, was featured at the AAM Summit 2009 Marketing Masters session. This device syncs with CRM records and allow users to update and easily add targeted prospects, allowing them to gain a competitive edge through immediate access to the Hoovers/D&B database.
Here at Templeton, we are fortunate enough to have both CRM and Access Hoovers which are closely intertwined and aligned with one another. I am interested to learn what your thoughts and experience has been with CRM and research methods and tools you use.