Real-World Marketing for Accounting, Bookkeeping & Tax Firms

Most firm owners don’t fail at marketing because they aren’t trying hard enough, they fail because they’re trying too many disconnected things without a clear strategy.

In this session, Apoorv Dwivedi and Roger Knecht will walk through what effective marketing actually looks like for small and mid-sized accounting, bookkeeping, and tax practices. Not theory. Not trends. A practical, repeatable approach that fits inside a real firm with limited time, limited budget, and limited staff.

Attendees will learn how successful firms move from reactive, referral-only growth to a more intentional, predictable flow of the right clients, without becoming marketers or chasing every new tactic.

This session is designed to give firm owners clarity on where to focus, what to ignore, and how marketing should support the business they are building.

Learning Objectives

• Understand why most firm marketing efforts stall or feel ineffective, even when owners are “doing all the right things”
• Distinguish between marketing activity and marketing strategy, and why that distinction matters
• Identify the core elements every firm needs in place before investing in lead generation or AI tools
• Recognize how intentional positioning and client focus reduce sales friction and improve referrals
• See how marketing fits inside a broader firm system, rather than living as a separate or overwhelming function