risk-taking and transparency emerge as key drivers for success in accounting marketing.
stream, listen, download, and subscribe to 卡塔尔世界杯常规比赛时间 podcasts anywhere: apple, google/youtube, spotify, iheart, deezer, amazon music and audible, player fm, audacy, rss
capstone conversations
by jean caragher
for 卡塔尔世界杯常规比赛时间
when katie lyles joined dallas-based accounting firm lane gorman trubitt at the end of 2019, she anticipated a role focused on coordinating live events. little did she know, her career trajectory would be shaped by a global pandemic, propelling her into a spotlight she hadn’t foreseen. in 2021, lyles was named the association for accounting marketing (aam) rookie of the year, a testament to her ingenuity, adaptability, and dedication to her craft.
follow jean caragher on 卡塔尔世界杯常规比赛时间 here. | get her best-selling handbook, the 90-day marketing plan for cpa firms, here | catch jean caragher’s other show, gear up for growth, on fridays here. | and browse all the shows in the 卡塔尔世界杯常规比赛时间 broadcast network here
on a recent episode of capstone conversations, lyles reflects on her journey, marked by resilience and resourcefulness. when covid-19 halted in-person events in early 2020, lyles quickly pivoted to virtual platforms, saving her firm over $90,000 and generating record-breaking revenue. beyond the financial impact, her efforts were instrumental in lane gorman trubitt’s ppp task force, where her marketing expertise contributed over 55% of the task force’s revenue.
“i think the easy answer is, obviously, the events,” lyles shares about the biggest changes during covid-19. “we transferred all of those live events into a digital platform. what we didn’t know was 2020 was going to bring a new interest to marketing when it comes to our accountants.”
this unexpected engagement from accounting professionals, traditionally more focused on billable hours than marketing initiatives, allowed lyles and her team to innovate rapidly. under her leadership, the firm hosted 38 virtual events in 2020, a significant increase from the 20–25 initially planned.
lyles believes the pandemic fundamentally shifted the accounting industry’s approach to marketing. virtual events are now a mainstay, she notes, though she acknowledges the importance of balancing digital innovation with the networking value of in-person gatherings. “it’s all about making [digital events] more interactive and enjoyable for the audience,” she says.
her forward-thinking approach extends to leveraging cost-effective tools like whova, a virtual event platform. “it integrates into zoom webinars, so there’s a mix there,” lyles explains, emphasizing the budget-friendly advantages of digital platforms over traditional venues.
despite her success, lyles highlights the unique challenges of marketing within the accounting sector, particularly the lack of industry-specific resources. while organizations like aam provide invaluable support, much of her learning has come from trial and error. “a lot of articles out there for business-to-business marketing focus on specific aspects that normally don’t work for accounting marketing,” she notes.
to lyles, creativity and adaptability are the keys to overcoming these obstacles. “in order to stand out in the accounting world, you really need to try new things and not be afraid to let those things fail,” she says.
lyles’ journey underscores the importance of collaboration between marketers and accountants. her ability to communicate effectively, coupled with transparency about marketing outcomes, has been instrumental in fostering trust and understanding within her firm’s partner group. “marketing cannot do it alone, and accountants can’t do it alone,” she emphasizes.
her advice for managing partners is straightforward: invest time in understanding the marketing side of your business. “the success of your marketing directly contributes to the success of your business development and new business goals,” she says. she also encourages marketers to share tangible results with leadership, helping demystify their contributions and secure future investments.
lyles credits her organizational skills and self-awareness as the foundation of her success, but her natural ability to communicate stands out as a driving force in her career. as someone who can “talk to anyone,” she has built strong connections with colleagues, clients, and industry peers, further solidifying her role as a rising star in accounting marketing.
as for her best advice to fellow marketers? “don’t be afraid to try something new. pre-pandemic, we were taking risks, but not enough. to stand out in the accounting world, you need to take those risks.”