Unprecedented revenue opportunities have come to the accounting marketplace—but many firms struggle to understand how to market themselves to compete for and leverage these opportunities. In this session, Dr. Lee Frederiksen will walk you through how to position and present your new value and overcome some of the marketing challenges that arise at different stages of the sales and marketing funnel. Using the case study of Klein, Rowe & Co., he’ll share common marketing mistakes accounting firms should avoid and share the top techniques adopted by high-growth firms.

Learning Objectives:

• List ways that marketing to professional services buyers has changed based on new expectations and research (There are new revenue opportunities out there)


• Recall the heightened need for marketing: strategy, processes, resources, and technology


• Identify how to develop a strategic and tactical framework to confidently position and sell your new value


• Identify which techniques and technologies are most effective for different marketing challenges