Episode 163

Lead Generation & Prospecting Strategies for Accountants

Published on: 15th July, 2021
Jeff Antaya is a business development and marketing gladiator. Jeff began his career with PWC before roles in  the cellular phone industry. He then spent 13 years at top US accounting firm Plante Moran, one of the largest US based accounting, tax, consulting and wealth management firms. The firm was also a founding member of Praxity and as part of its international expansion strategy, Jeff lead a team of  85 focused on growing the firm. His responsibilities include social media, brand development, marketing technology, communications, and digital business attraction and business development. Jeff has a degree in accounting and an MBA from the University of Detroit Mercy. His new book “Don’t Ride a Dinosaur Into Your battle for New Clients” reveals how the efforts of service professionals to execute and optimizing digital marketing efforts can accelerate their growth trajectory. Selected shownotes:
  • The importance for marketing functions to make the business case for their activities in accounting firms
  • How business development and selling has changed for accountants over recent years
  • Why accounting firms chasing big clients must specialise in dealing with RFPs and procurement
  • How accounting firms can to get ahead in the tendering and pitching game
  • How Covid has in some ways made selling and prospecting easier for accountants
  • Why accountants must upskill and become confident with communicating through video
  • The origins of the book 'Don't Ride a Dinosaur Into Your battle for New Clients'
  • What constitutes thought leadership for accounting professionals and firms
  • The key differences between how law and accounting firms identify, approach and convert leads
  • What 'old world vz new world' looks like in the accounting profession and why it's not always about age
  • What accounting firm leaders need to know to properly lead and engage their marketing departments
  • The kinds of resources accounting firms have at their disposal for bringing in new business
  • The importance of joined up marketing strategies for accounting firms to get real results
  • The need for accounting firm leaders to manage succession when their best rainmakers leave
  • The key differences between rainmakers, business developers and marketers in accounting firms
  • Why it's dangerous for an accountant to copy what a successful rainmaker has done in their firm
  • How accounting firm marketers should decide who creates what type of thought leadership and content
  • Whether accountants can be coached and trained to be better business developers and thought leaders
  • The importance of coaching in the culture of accounting firms who want to grow their revenues
  • Tips for new partner and below partner-level accounting professionals to get buy-in for their ideas
  • Two things accountancy firm leaders must do to instil a culture of business development in their people
  • Answers to the accounting professional's objection 'I don't have time to create content and win business'
  • Best practice advice on tracking and measuring the impact of various marketing and prospecting activities in accounting firms
Connect with Jeff on LinkedIn
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About the Podcast

Accounting Voices Podcast
Accounting Voices helps people in the accounting world stay relevant visible and vocal. Host Rob Brown interprets trends reshaping the profession and gives listeners insight to build authority influence and a stronger voice in firms and markets.
Accounting Voices, hosted by Rob Brown, helps decision makers and leaders in accounting and finance stay relevant, visible and vocal in a profession being reshaped by technology, private equity, regulation and shifting client expectations. Each episode interprets the trends disrupting accounting and finance such as AI, automation, M&A, talent and the move to advisory and translates them into practical insight that strengthens authority and influence.
Accounting Voices is also a platform for the wider ecosystem of networks, associations, educators, consultants, software vendors and technology experts who serve accountants and finance professionals worldwide. It extends into regular Accounting Voices networking sessions that connect this audience and amplify ideas that move the profession forward. With its international reach and long shelf life the show delivers credibility and commercial value for listeners and sponsors alike. Search for "Accounting Voices" on YouTube for all episodes and connect with Rob Brown on LinkedIn to find out more: https://www.linkedin.com/in/therobbrown

About your host

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Rob Brown

ob Brown is the creator and host of the Accounting Voices Network, a media platform that includes the flagship solo podcast Accounting Voices and the panel shows Accounting M&A and Accounting Tech. He chairs conferences, panels and virtual events worldwide and is recognised as a leading advocate for the accounting profession.

He is an accomplished speaker and authority on trust, reputation, employer brand, talent, succession, executive presence and the forces shaping the future of accounting. Rob is the author of the bestselling book Build Your Reputation (Wiley) and his TEDx talk The Personal Brand of You has been viewed more than 400,000 times.

A former co-founder of the Accounting Influencers Roundtable, Rob now focuses on amplifying the voices of leaders, firms, networks, vendors and influencers across the global accounting ecosystem.

Outside of work he is a stroke survivor, lives with epilepsy, holds a black belt in kickboxing and is based in Nottingham, UK. He plays chess and backgammon, loves orange chocolate and is allergic to grapefruit.