Blog
By: Sarah Johnson Dobek Key Takeaways AI is not about doing more marketing faster, but about creating the capacity to focus on the work that actually contributes to growth The firms seeing the most meaningful results are using AI to improve clarity, alignment, and follow-through, rather than simply increasing content output Starting small and focusing on execution bottlenecks allows marketing…
By: Sarah Johnson Dobek Key Takeaways Tax evaluation is a core professional function that should be clearly named and consistently explained. When evaluation is invisible, clients misunderstand value and misinterpret fees. Firms that communicate how they think strengthen trust and reinforce their advisory position. Clients often believe tax work is straightforward because the outcome appears…
By: Katie Renelt and Micayla Back Executive Summary AI search tools are reshaping how people find information online, which is driving website traffic across most industries. For accounting firms, visibility now depends not only on traditional search rankings but on being included in AI-generated answers. To earn those placements, firms need content that is factual, structured,…
Written by: Katie Renelt Key Points Your website is your firm’s digital storefront—often the first direct experience clients have with you. Outdated design, unclear messaging, and poor mobile performance are clear signals it’s time for a redesign. Modern websites that emphasize client value, trust, usability, and online visibility are essential for growth in an AI-driven search…
By: Katie Renelt Key Points Marketing helps accounting firms build strong employer brands that resonate with top talent. Strategic content, social media, and employee advocacy allow firms to reach and influence passive candidates. Marketers bring tools, technology, and messaging discipline that strengthen recruitment results and candidate trust. Why Should Accounting Firms Use Marketing in Recruitment?…
By: Sarah Johnson Dobek Key Points Pricing is no longer just billing—it is a strategic lever for growth, positioning, and trust. Technology, outsourcing, and client expectations are breaking the link between hours and value. Standardization and clear ownership of pricing drive scalability, stronger margins, and alignment with firm strategy. Why Is Pricing Strategy Important…
Written by: Sarah Johnson Dobek Key Points Market research helps firms make confident, evidence-based decisions about clients, competitors, and market opportunities. Combining different types of research—primary, secondary, qualitative, and quantitative—provides a complete view of the market. When marketers lead the research process, insights translate directly into strategies that strengthen growth and differentiation. What Is Market…
Written by: Sarah Johnson Dobek Key Points Differentiation in accounting is achieved through consistent positioning, communication, and delivery—not design or slogans. True differentiation extends beyond marketing; it must be reflected in behavior, communication, and client experience at every level. Firms that treat differentiation as a firmwide discipline build stronger brands, attract better-fit clients, and sustain long-term…
Written by: Sarah Johsnon Dobek Key Points B and C clients provide consistent revenue, lower-maintenance relationships, and risk diversifications, for sustainable firm growth. Modern segmentation must evaluate more than revenue, factoring in fit, ease, potential, referrals, and profitability. Advances in AI, automation, and outsourcing have made it possible to serve smaller clients profitably again. …
Key Points AI-generated headshots offer varying levels of realism, customization, and speed depending on the platform. Generational perspectives shape expectations for workflow, pricing transparency, and professional authenticity. Choosing the right AI headshot tool depends on balancing realism, usability, and overall value for your needs. As AI-generated headshots surge in popularity for professional and personal…
