5 Functions of the Association for Accounting Marketing

The Association for Accounting Marketing was established in 1989 as the nation’s sole network devoted to connecting accounting firms and CPAs with marketing services. The AAM’s mission is to promote practice development by sharing client communication strategies. Although the AAM is headquartered in Forest Hill, Maryland, chapters are available in Chicago, Minneapolis, New York City, and Philadelphia. Accountants in the practice growth profession could benefit greatly from Association for Accounting Marketing membership for an initiation fee of $50 and annual dues at $350. The following are five essential functions the AAM is responsible for.

1. Publishing Growth Strategies Quarterly

Every four months, the AAM prints Growth Strategies: The Journal of Accounting Marketing and Sales to share industry wisdom that drives increased practice profitability. Featured articles will cover key topics like mobile app development, social media, referrals, ROI, and mergers. For instance, the Spring 2016 issue had a must-read on “Converting Digital Leads into Dollars.” Marketers, business developers, accountants, and executives can receive the publication for $99 per year, but members subscribe for free. The Association for Accounting Marketing also distributes the AAM Minute monthly newsletter online.

2. Hosting the Four-Day AAM Summit

The American Institute of CPAs offers the ENGAGE Conference each year with six different events, including the AAM Summit. In June 2017, the Association for Accounting Marketing will bring together members to “Find Your Competitive Advantage” at Las Vegas’ MGM Grand. Four days of breakthrough workshops will help AAM attendees develop contacts and up to 19 CPE credits for recertification. Last year, 96 percent of participants reported that their overall conference experience exceeded expectations. Speakers like Kevin O’Leary and Abigail Posner will fulfill AAM’s function of sparking new marketing ideas.

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3. Conducting Benchmark Studies on Market Data

Research is another major function of the Association for Accounting Marketing. Multiple times each year, the AAM partners with leading firms like Inavero to conduct benchmark studies for online purchase. For example, Compensation Trends for Accounting Marketers offered unbiased salary data to base contract decisions. In 2015, Marketing Budget compared marketing spending against organic growth in 67 accounting firms nationwide. Generally, members receive a $300 discount on buying this research. The AAM has also surveyed executives to present the Marketing and Sales Roles in Accounting guide for free.

4. Presenting the Marketing Achievement Awards

The AAM compiles a judging panel of marketing gurus annually to recognize the exemplary contributions made by members. Awards are given in various categories, such as content marketing, branding, website design, and event planning. Winners receive a trophy at the AAM Summit and are applauded in a press release. Since 1993, the Association for Accounting Marketing has picked senior-level professionals with three or more years of experience for the “Marketer of the Year” title. The “We AAM to Serve Award” is also given to practices incorporating corporate social responsibility.

5. Organizing an Accounting Marketing Job Bank

With the AAM Job Bank, hundreds of jobs are literally at professionals’ fingertips on the association’s #1 top-visited page. Companies are able to beef up their online recruitment by posting openings to a group of already qualified applicants. Each position is presented on the website for 60 days and sent to AAM members via an E-blast announcement. Job and internship seekers can easily respond to the company with their resume through the Association for Accounting Marketing. Currently listed firms include Jones Walker LLP, RSM, Wipfli LLP, and E Cohen Company CPAs.

From sponsoring the Winning is Everything Conference to recording the AAMplify podcast for iTunes, the Association for Accounting Marketing remains at the forefront of the industry. Led by President Kristen Lewis, the AAM is a premier resource for branding and developing high-growth accounting firms. Now that you know several functions of the Association for Accounting Marketing, you can determine if membership would be advantageous.