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Marketing shouldn’t feel like a gamble. Yet for many accountants, it’s hard to know which activities are working and which are just noise. This practical masterclass will walk you through the core marketing channels firms need to consider in today’s market, explain how each one contributes to visibility and growth, and help you understand how to track and measure return on investment.

Whether you’re a practice owner, senior manager or fee earner, this session will arm you with the clarity and confidence to make better marketing decisions and finally get your marketing spend working as hard as you do.

In this session Callum Macrae will cover the following topics: 

• The modern marketing mix: What firms actually need to be doing in 2025
  • From digital marketing to the importance of AI search, learn the key channels and how they work together.
• Which channels deliver results and which ones often don’t
  • Discover what actually works for accounting firms
• How to track marketing performance
  • Simple metrics that help you know what’s working, and what’s not.
• How to build a sustainable marketing plan that supports firm growth
  • Align your marketing with your business goals to ensure it delivers long-term value.
• Marketing is an investment, not an expense
  • Shift from a cost mindset to a return-on-investment mindset and learn how to turn your marketing into a genuine growth engine

By attending this session, you will:

• Understand how the different marketing channels work and where they fit in your overall strategy

• Learn how to prioritise your marketing budget for the biggest return
• Gain the confidence to have more informed conversations about marketing spend internally
• Leave with a clear set of actions to improve visibility, leads, and results from your marketing

This session will be of most interest to:

• Practice owners and managing partners
• Marketing managers
• Client relationship and business development teams
• Fee earners involved in growth or client acquisition
• Anyone responsible for or involved in firm marketing decisions

Course level:  Intermediate 

Designed for those who are already doing some marketing but want to improve results and gain clarity around what really works.