10 Transformative Marketing Lessons from the 2025 AAM Summit
For firm partners eager to refine their marketing and business development strategies, the Association for Accounting Marketing’s (AAM) 2025 Summit in Phoenix (May 12-14) offered invaluable insights for sustainable growth, stronger client relationships, and smarter communication techniques. Whether leading a regional powerhouse or a boutique firm, these top 10 takeaways from industry experts can elevate your firm’s brand and business development approach.
1. Mind Your KBIs
Bonnie Buol Ruszczyk, a DEI and marketing consultant, emphasized the importance of pairing KPIs (key performance indicators) with KBIs (key behavior indicators) to enhance the client experience. She said, “KPIs without KBIs mean results with no clear playbook, while KBIs without KPIs show activity with no proven impact.” To successfully boost outcomes, firms must define desired results, identify critical behaviors, and align both with the client journey. This approach was echoed by Anne Angera, director of marketing at DunlapSLK, who remarked, “Changing the way it’s done is more important than just measuring the numbers.”
2. Trust Is Built in Drops and Lost in Buckets
Beth More, senior marketing director at Grassi, shared a poignant insight: “Trust is built in drops and lost in buckets.” This observation, inspired by Lori Langholz, principal and chief business development officer at BDO, highlights the critical nature of trust in relationships—both internal and external. As Langholz noted, firm partners are analytical; losing their trust can have lasting repercussions.
3. Get Clear on Your Ideal Clients – and Build Relationships Through Research
Apoorv Dwivedi, CMO of Fixyr Marketing, shared wisdom from keynote speaker Keith Ferrazzi, author of Never Eat Alone. Ferrazzi inspired attendees with strategies for smaller firms to identify ideal business targets through value-added research. “Even smaller firms with limited budgets can be very specific in putting together a list of potential clients,” Dwivedi stated.
4. Balance AI and Human Connection
Laura Metz, AAM president and senior growth manager at HCVT, stressed the necessity of finding harmony between AI and human interactions. When a client expresses concern, the immediate tendency may be to provide a service solution. However, sometimes they simply need a trusted conversation or a referral, reminding marketers that human connection remains irreplaceable.
5. Turn Internal Culture into External Brand Strength
Alice Lerman, CGO at Roth & Co., highlighted an innovative approach from a young marketer who launched an internal employee engagement survey. This initiative aimed to understand the organization’s inner workings and position the firm as a premier workplace. The lesson is clear: a strong internal culture can effectively translate to external brand strength.
6. Make Serving Others Your Growth Strategy
According to Caren Rodriguez, CMO of DMJPS CPAs and Advisors, the essence of true business development lies in being of service to others. “Use that as your mission, your vision, and your guiding principle,” she advised, emphasizing that a service-oriented approach fosters deeper client connections.
7. Progress Beats Perfection
Katie Minion, a CPA and freelance writer, observed that many firm leaders hesitate to act for fear of not achieving perfection. However, as she noted, today’s clients respond positively to authenticity over polish. During the pandemic, many firms saw that genuine interactions often led to stronger relationships, regardless of perfection.
8. Create Staff Personas to Improve Internal Communication
Rachael McGrew, marketing director at Landmark CPAs, proposed an insightful strategy: develop internal profiles for staff in the same manner as client personas. By understanding the different information consumption preferences of various team members—be it entry-level staff, managers, or partners—firms can tailor communications effectively across generational lines.
9. Think About What Won’t Change
Pascal Finette, a keynote speaker and former executive at eBay and Mozilla, reminded attendees about the importance of consistency in client service. Regardless of external shifts, the core of your business remains: for accountants, it’s about compliance with regulations and tax savings. Staying grounded in these fundamentals is essential for long-term success.
10. Take (Some) Risk
Alex Drost, managing principal of Connection Builders, offered a hard truth: many accounting firms are risk-averse, often preferring to withdraw funds rather than reinvest. He urged leaders to embrace calculated risks as a pathway to unlock growth: “You have to be willing to take a little more risk to be able to unlock growth.”
Final Thoughts for Firm Leaders
With over 40 speakers, educational sessions, and keynotes, the AAM Summit reinforced a fundamental shift in accounting firm marketing—moving away from flashy tactics to strategic clarity, human connection, and authenticity. Leaders who embrace these principles will undoubtedly gain a competitive edge in a rapidly evolving landscape.
For more insights and strategies, you can connect with Chris Camara on LinkedIn, a seasoned writer dedicated to reporting on the accounting profession for over 20 years.
