1 minute read
Consultants’ Corner
How are clients using tech tools to develop business?
We're seeing a dramatic increase in the use of tech in business development amongst accounting firms in the last few years. Some highlights I’ve been seeing with accounting firms’ tech usage in BD include:
• Outreach automation on LinkedIn with Octopus CRM,
• Personalized outreach videos using VidYard,
• LinkedIn Showcase pages to focus social media for specific client service groups,
• And, of course, ChatGPT for content creation, especially outreach template creation. There’s so much opportunity for firms to automate and accelerate their business development while still maintaining a relationship-first approach.
Mike Jones, Resound mike@resoundcreative.com
Accounting firms are using ChatGPT to analyze client data, uncover trends and identify service expansion opportunities. For example, ChatGPT’s ability to identify critical information on client spending patterns enables marketers to create more targeted marketing strategies that cater to evolving client needs and preferences. ChatGPT and other AI tools deliver actionable insights that help enhance client relationships.
One key advantage of AI in market research is its ability to swiftly analyze vast amounts of data. AI algorithms can sift through massive datasets, including social media posts, online reviews, customer feedback and demographic information, extracting relevant patterns and trends. This automated analysis eliminates the need for manual data processing, accelerating the research timeline significantly.
Chad Person, yorCMO
chad@cpersonconsulting.com
Many clients are using technology to be more systematic about identifying business opportunities (CRM & AI), utilizing platforms to create interest and execute business development efforts (CRM and marketing automation), and leveraging additional technology to improve the client experience and accelerate client acquisition.
A major transition resulting from the COVID shutdown is a realization by firms that they needed a better handle on business contacts, such as who has the relationships with these contacts, and they needed to be more datadriven about selling additional services to existing clients.
Another big shift is a new commitment by firm leaders to investing in CRM and Marketing Automation as missioncritical to growth. Using technology platforms in the right way enhances business development efforts.
