discover the strategies behind one pro’s 30% year-over-year lead generation growth.
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capstone conversations
by jean caragher
for 卡塔尔世界杯常规比赛时间
glen carmichael, digital marketing coordinator at yhb cpas and consultant, is pushing the firm’s newsletter to more than 55,000 recipients, growing educational webinars to 23, and garnering 64,000 blog readers annually.
and she’s just getting started.
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but with achievements like those, it’s no wonder she has received the association of accounting marketing rookie of the year award.
in this episode of capstone conversations, carmichael shares her thoughts about her accomplishments, challenges, and insights into marketing for cpa firms.
when asked how she felt upon winning the prestigious rookie of the year honor, carmichael confessed a mix of panic and excitement. “i think i just yelled thank you as loud as i could, nowhere close to the microphone,” she joked. yet, her modesty belies her significant contributions to her firm’s marketing success.
for carmichael, one of the greatest challenges in marketing for cpa firms is fostering thought leadership. she has successfully tackled this by starting small and building momentum. a tax director at yhb set an example by hosting quarterly webinars and inspiring other industry teams to follow suit. “you’ve got to start at one,” carmichael noted, highlighting the importance of relationships and persistence in driving content creation.
carmichael attributes her success to her passion for digital marketing and ability to adapt to constant technological changes. “successful marketers have to expect the unexpected and be willing to change with whatever is thrown at them,” she said. from navigating ai advancements to managing evolving social media platforms, carmichael’s commitment to staying current and resourceful is evident.
as yhb continues to grow, carmichael is transitioning into an operations-focused role. she is mentoring a new digital marketing team member—a first for her. she’s excited to embrace leadership and foster the same supportive environment that has fueled her success.
carmichael encourages accounting marketers to “find your people” and build a support network through organizations like aam. her advice for managing partners is clear: “lead by example and give marketing a seat at the table. leadership sets the tone for the entire organization.”
carmichael’s story is a testament to the power of passion, perseverance, and innovation in marketing. her journey inspires marketers in accounting and anyone striving to make a meaningful impact in their field.