Earlier this year I asked sales and marketing guru, Damien Greathead (17) Damien Greathead | LinkedIn to present to some of my larger clients on the subject of marketing. He gave an excellent presentation which he called 5 Marketing Trends for the Modern Accounting Firm. The trends he spoke about in detail were:
- Trend #1: Omnichannel Digital Presence
- Trend #2: Thought Leadership & Content Marketing
- Trend #3: AI-Powered Personalisation & Marketing Automation
- Trend #4: Account- Based Marketing & Client Focus
- Trend #5: Brand, Trust, Values & Reputation
Not surprisingly, Damien spoke quite a bit about the role of AI and other smart tech to assist. By way of demonstrating the value of AI he recorded the session using an AI tool and got a transcription. From there he asked ChatGPT to suggest 4 blog articles and key takeaways and then to write 1,000 word articles for the first two.
What follows is the article that ChatGPT generated using Damien’s presentation as the source. In my next newsletter I’ll share article number 2. Not only is there great content, it’s also a great example of leveraging AI to get the most from any content we create.
#1 – Why Modern Accounting Firms Can’t Afford to Stop Marketing
For many accounting firm partners and directors, marketing is often treated as a discretionary activity. When times are busy, it gets pushed aside. When referrals are flowing, it’s easy to think the phone will keep ringing. And when the economy looks uncertain, the marketing budget is often one of the first things trimmed.
But the reality is clear: modern accounting firms cannot afford to stop marketing. Consistent, intentional marketing is no longer a “nice to have” — it’s the foundation for sustainable growth, resilience, and firm valuation.
Only 5–10% of the Market Is Actively Buying
A striking fact: at any point in time, only around 5–10% of your total addressable market is actively looking for a new accountant. That means 90–95% of prospective clients are not in buying mode today.
If your firm only engages the market when you “need work,” you’re already too late. By the time a business owner is actively searching for a new advisor, they’ve likely shortlisted firms they’ve been noticing for months — if not years. If your brand hasn’t been visible and consistent during that lead-up period, chances are you won’t even be in the running.
Marketing is not just about capturing demand — it’s about creating awareness and trust before the buying decision even begins.
The Real Reason Clients Leave: Indifference
Many partners assume that clients leave because of price. The data says otherwise. The number one reason clients switch accounting firms isn’t cost — it’s perceived indifference. Clients feel their accountant isn’t thinking about them, isn’t proactive, or isn’t adding value beyond compliance.
Marketing plays a crucial role in combating this perception. Regular touchpoints — whether that’s a client newsletter, a tailored LinkedIn post, or an industry update webinar — remind clients that you are engaged, forward-looking, and committed to their success.
In other words: marketing isn’t just about winning new clients. It’s about retaining and deepening relationships with the ones you already have.
Why Marketing Matters More in Long Sales Cycles
Accounting firms face some of the longest sales cycles in professional services. Business owners and CFOs don’t make the decision to switch advisors lightly. They research, gather recommendations, compare options, and often take months to move forward.
In fact, buyers today use more than 10 channels in their journey — from search engines and LinkedIn, to peer forums, podcasts, and even ChatGPT.
That means your firm needs to be present across multiple touchpoints. If you’re relying on a website alone, or the occasional networking lunch, you’re leaving too much to chance. The reality is simple: if prospects don’t consistently encounter your brand across their research journey, you risk being invisible.
Marketing in the Age of AI and Information Overload
The rise of AI tools like ChatGPT is already changing how businesses find and evaluate professional service providers. Firms are reporting that prospective clients are literally asking AI tools for recommendations on “the best accounting firms for SaaS companies” or “agriculture tax specialists.”
What determines whether your firm is recommended? It’s not just your website. It’s the breadth of your digital footprint: case studies, client testimonials, consistent thought leadership, and a unified presence across channels.
Marketing ensures your firm is discoverable in an AI-driven world, where algorithms surface the most visible and credible brands. Without that visibility, you won’t make the cut.
The “Always-On” Marketing Mindset
So what does it mean in practice to “never stop marketing”? It doesn’t mean running ads every week or pushing out endless social posts. Instead, it’s about building an always-on marketing engine that continually nurtures awareness and trust.
Here are three principles to guide that shift:
- Consistency beats intensity.
- Sporadic bursts of marketing followed by months of silence erode credibility. A steady cadence of activity — newsletters, articles, client success stories — builds recognition and trust over time.
- Educate, don’t just promote.
Business owners seek advisors who teach them something new. Original insights, case studies, or practical guides show your expertise and keep your firm relevant.
- Multi-channel presence.
Your ideal clients are not all in one place. Some are on LinkedIn, others read industry publications, and others attend webinars. A diversified marketing mix ensures you meet them where they are.
What Happens When Firms Stop Marketing
Consider the risks of pressing pause on marketing:
- Pipeline dries up. Without consistent outreach, there are no “warm” prospects in the funnel when you need them most.
- Competitors get ahead. If you’re quiet while others are active, their brands become the default choice.
- Referrals weaken. Even happy clients need reminders to recommend you. Out of sight, out of mind.
- Brand stagnation. Messaging, positioning, and online presence quickly fall behind market expectations.
The cost of inaction is rarely felt immediately. But six months later, when growth slows or client attrition increases, it becomes painfully clear.
Building a Resilient Firm Through Marketing
Marketing should be viewed as an investment in resilience, not just growth. Firms that market consistently:
- Weather downturns better. When referrals slow, marketing keeps the pipeline alive.
- Attract better clients. Visibility and thought leadership draw in clients who value expertise, not just low fees.
- Enhance firm value. A well-known, trusted brand increases goodwill — a critical factor in mergers, acquisitions, or succession planning.
In short, marketing ensures your firm remains relevant, resilient, and ready for opportunities — regardless of external conditions.
Where to Start
For firms looking to build momentum, here are three practical steps:
- Audit your presence. Review your website, LinkedIn, client communications, and online reviews. Is the experience consistent and differentiated? Or is it generic and fragmented?
- Commit to one marketing initiative. Whether it’s a thought leadership series, a podcast, or an industry webinar, pick one channel and build consistency. Success in one area often creates momentum for others.
- Measure and iterate. Track open rates, website traffic, and referrals. Marketing becomes powerful when it’s data-driven, not guesswork.
The Bottom Line
Partners and directors often view marketing as a task to pick up when needed and drop when busy. But in today’s competitive, AI-influenced landscape, that approach is no longer sustainable.
Consistent, always-on marketing is the difference between being part of the 10 firms a prospect considers — or never making the list. It’s the safeguard against perceived indifference that causes clients to leave. And it’s the investment that builds brand equity, resilience, and long-term firm value.
The question is no longer whether you can afford to keep marketing. The real question is:
can your firm afford to stop?
If you would like to speak to Damien about this content or other things he can be contacted on
(17) Damien Greathead | LinkedIn
Next newsletter I’ll share the second article from Damien.