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stacy dreher: standing out in a ‘sea of sameness’ | capstone conversations

“marketing cpa firms in a sea of sameness is challenging, but when you niche down, the possibilities are limitless.”

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capstone conversations
by jean caragher
for 卡塔尔世界杯常规比赛时间

in the latest episode of capstone conversations, stacy dreher, the director of practice growth at james moore & co. and the association for accounting marketing’s (aam) 2024 marketer of the year, says one of the biggest challenges for cpa firms today is differentiating themselves from all the other cpa firms in the market.

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dreher’s journey in the field is nothing short of inspiring. having joined james moore & company in 2014 as a marketing manager, she rose to director of practice growth by 2020, a time that tested marketing professionals like never before. her leadership has helped shape a dynamic six-member team, navigating challenges and opportunities in an ever-evolving industry.

dreher shares her insights on one of the most significant challenges for cpa firms: differentiation in a saturated market. “we live in a sea of sameness,” she explains, emphasizing the importance of niching down. by focusing on specific industries or services, firms can craft targeted marketing strategies, deliver more impactful messaging, and differentiate themselves meaningfully.

dreher

her approach? viewing each niche as its own business, complete with tailored buyer personas and strategies. it’s a winning formula that dreher believes is critical for growth in today’s competitive landscape.

dreher highlights ai’s transformative potential in scaling marketing efforts, particularly for smaller teams. she envisions a future where marketing teams can achieve more with fewer resources by automating processes and integrating ai tools. her firm has already experienced success, landing its first client through chatgpt-based research.

dreher urges accounting firms to continue catching up with other industries in digital marketing. she sees vast potential in account-based marketing and other digital-first strategies, which she believes can drive growth and position marketing teams as revenue generators.

for accounting marketers, dreher offers advice: “think strategically. always ask, ‘does this contribute to the firm’s strategic growth?’ if not, don’t do it.” she encourages marketers to aim for revenue-driven roles, proving their value beyond being a line item on a budget.

to managing partners, dreher stresses the importance of maintaining a close relationship with their growth leaders, avoiding delegation of oversight to coos or other partners. “nobody is more invested in growth than the managing partner and the growth leader,” she said.

dreher’s passion for marketing shines through as she describes her visionary approach, competitive spirit, and willingness to take risks. her initiatives for the coming year include deeper ai integration, building a high-performance sales team, and upskilling her marketing team to align with practice growth goals.

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