Are You Doing the Right Things to Generate Leads?

Source: MarkeTrends

Jean Caragher of Capstone Marketing describes the top three lead-generation tools for CPA firms:

1. Networking
2. Mixers with referral sources
3. Seminars

In addition to offering tips on how to utilize these tools effectively, Caragher emphasizes the importance of tracking these activities to demonstrate a return on marketing investment. According to Caragher, most CPA firms invest between two percent and four percent of revenue in marketing and "research shows that the majority of firms planned to increase their marketing spending despite the troubled economy."

Caragher also recommends tracking leads given and received, proposal wins and losses, new and lost clients, as well as results of specific marketing campaigns -- such as seminars and other events -- direct mail, newsletters, e-mail blasts, websites, speeches, and networking activities.

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From MarkeTrends, the magazine of the Association of Accounting Marketers, www.accountingmarketing.org, May/June 2010, p. 1, "Marketing Activities That Get Results."