sarah dobek: how curiosity and problem-solving propel success | capstone conversations

a trailblazer in the field, sarah dobek was recently inducted into the association for accounting marketing (aam) hall of fame, cementing her status as a bruce w. marcus lifetime fellowship member. with over two decades of experience in accounting and professional services marketing, sarah shares her insights, challenges, and strategies that have shaped her remarkable career.

dobek reflects on her unexpected journey into the accounting marketing profession, which began as an internship at an accounting firm in 2002. since then, she has been at the forefront of shaping marketing strategies for public accounting firms, serving on the aam board of directors, and being recognized multiple times as one of accounting today’s top 100 most influential people in accounting.

“i never imagined that i’d still be working in this field 20 years later,” dobek admits. her enduring passion for solving problems and creating growth opportunities has fueled her rise as a trusted advisor and thought leader.

dobek candidly discusses the unique challenges faced by marketers in the accounting industry. among the most significant hurdles is understanding diverse buyer groups. unlike traditional product marketing, accounting and professional services buyers operate differently, requiring marketers to adopt a nuanced and consultative approach.

“understanding buyer groups is probably the hardest thing we have to do,” dobek notes. she highlights the complexity of juggling multiple niches, deciphering buying triggers, and cutting through digital noise to capture attention in an increasingly crowded market.

a strong proponent of niche marketing, dobek emphasizes the importance of deep market understanding for successful branding. for firms with limited marketing resources, prioritization and immersion are key. “if we’re going to build a niche, take the time to understand your market. read industry reports, ask questions, and truly grasp who your buyers are,” she advises.

dobek also points to the growing importance of brand clarity in today’s market. this encompasses defining ideal clients, addressing staffing limitations, and shaping a cohesive brand voice—factors critical for attracting clients and effective recruitment and firm positioning.

dobek sees tremendous opportunities for marketers to expand their influence within accounting firms. by stepping beyond traditional roles, marketers can address broader organizational challenges such as recruitment, cultural development, and technology integration. “growth in accounting has less to do with marketing tactics and more with addressing environmental factors like mindset, accountability, and people,” she explains.

embracing tools like crm systems and analytics can also position marketers as strategic contributors, enabling them to provide data-driven insights and build trust with firm leadership.

for aspiring accounting marketers, dobek stresses the importance of curiosity and problem-solving. “curiosity has propelled my career,” she shares. “it’s about being open to learning, asking questions, and solving problems.” she encourages marketers to embrace new technologies and continually adapt to stay relevant in a rapidly evolving field.

dobek’s message for managing partners is clear: empower your marketers. this involves setting realistic expectations, providing access to firm data, and supporting marketing initiatives at the leadership level. “when marketers are aligned with the firm’s vision, they can drive growth and create a culture of collaboration,” she says.