INGenius Podcast

INGenius Podcast

The InGenius Podcast: a snapshot of future B2B marketing trends and use-it-now tips. Do you want to be wildly effective in professional services? Each episode features experts with new ideas for your branding and competitive success.

Episodes

March 14, 2022 14 min

Meagan Hayes is the marketing director for Haskell & White, one of the largest independently owned accounting firms in Southern California with offices in Orange County and San Diego. Meagan started her career in private industries before joining Haskell & White in 2008, and she brings her focus on analytics and results to the firm’s variety of marketing programs. 

Dawn begins the podcast by asking Meagan for a couple of tip...

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In this episode of One Question, Two Tips, Donna Erbs does a fantastic job providing inspiration for accounting marketers to think like owners and how they can focus on being the firm of the future.

Donna Erbs,  a partner in Strategic Growth at Anders CPAs and Advisors, has been instrumental in the firm's growth for nearly two decades. She is a connector who brings together staff, clients and the community to create synergies fo...

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In this CPA Influencer series, Dawn Wagenaar (Principal at ING) interviews David Bier, the COO of Anglin Reichmann Armstrong. David provides insightful tips and necessities for young professionals looking to become niche leaders within their firm.  

David's responsibilities at Anglin include strategy, growth, succession planning and operations excellence, which grow from building a sound business culture. David has not only impr...

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In this CPA Influencer Episode, Dawn Wagenaar interviews Caren Rodriguez and they discuss communication and strategy needed within a company during acquisitions and mergers as well as integrating new team members during this time.
 
 As Chief Marketing Officer at DMJ & Co., PLLC, a Top 300 accounting and business consulting firm, Caren manages firm-wide marketing and business development initiatives that span three office locatio...

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In this CPA Influencer podcast, Dawn Wagenaar interviews Margie Craig, Chief Marketing & Communications Officer with Whittlesey which is the largest Connecticut-based CPA, technology, and consulting firm. Margie has over 20 years of experience, including brand management, digital marketing, business development, and strategy.
 
 Margie starts out this podcast by stressing the importance of having a good foundation and going into ...

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In this CPA Influencer podcast, Dawn Wagenaar interviews Becca Johns, Director of Practice Growth, of Rea & Associates, located in Dublin, OH.
 
Becca oversees the firm's marketing and practice growth efforts, focusing on building relationships with the firm's principals, helping them identify opportunities and providing them with the tools they need to grow their practice while developing new offerings and solutions for ...

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New CPA Influencers Series: One Question-Two Tips. In this episode, Ingenuity Marketing Group Principal Dawn Wagenaar interviews Nicola Fleming, Director of Marketing for Perkins + Co. in Oregon. Nicola talks about the rapid and difficult decisions at her firm following the sudden death of Partner Peter Kwong in the summer of 2021. She shares her experience for managing internal and external communications... all while dealing ...

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In this episode of the Ingenuity Master Series, Communications Consultant Christine Nelson interviews Katie Tolin, Chief Operating Officer at CPA Growth Guides. In this interview these  marketers discuss how marketing in professional services is changing. Technology is shaping the way we approach marketing in accounting, as well as other professional services. Gain tips to improve CRM, digital ads, content marketing and virtual net...

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Virtual networking opportunities are more common than ever before.  Christine Nelson, Lead Communications Consultant, and Brooke Visser, Digital Communications Consultant, discuss various ways that professionals can connect with potential clients online through virtual networking tools, such as social media groups and online advertising. 

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Marketing and business development can easily fall through the cracks for busy professionals. In this episode, Christine Nelson and Dawn Wagenaar discuss convenient ways to nurture current client relationships and build a referral network in less time.  

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In this episode of the Ingenuity Master Series, Communications Consultant Christine Nelson interviews John Krapek, Education and Outreach Director at American Council of Engineering Companies (ACEC) of Minnesota.

Listen to their conversation for communications tips and strategy ideas which have helped John and his team maintain their connection to members and add value in a more virtual environment in 2020 — and possibly beyond.

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Few of us in professional services were trained or educated to sell or produce new business, but it has become part of our daily approach to firm and association growth. In recent months, we've realized just how vital those networking opportunities and relationships are to stay in touch with clients, referral sources and our prospects. In this third and final episode of Your Digital Business Development Toolkit series, Communic...

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In this episode of our Your Digital Business Development Toolkit series, Natalie Klein and Christine Nelson, Communications Consultants at Ingenuity Marketing Group, discuss some of the myths of firms and associations seeing digital ads as an easy fix to online business development when in fact it's a complex, yet still effective approach when you have strategy behind it aligned with your goals.

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In this episode of our Your Digital Business Development Toolkit series, Natalie Klein and Christine Nelson, Communications Consultants at Ingenuity Marketing Group, dive into the big topic of SEO. They discuss why SEO is so vital to your content and the tragedy of what happens when it's not optimized. They discuss:

  • What keywords are and why they matter; 
  • What makes up a strong SEO strategy;
  • Creating the user experience on your we...
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    In this episode of the Ingenuity Masters Series, we are joined by Art Kuesel of Kuesel Consulting based in Wisconsin. Art was named among the Top 100 Most Influential People in Public Accounting by Accounting Today, and he is the former secretary for the national Association for Accounting Marketing. Interviewed by Dawn Wagenaar, Art shares his insights about what's happening in the accounting industry today, including barriers...

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    In this episode of the Ingenuity Masters Series, we are joined by Melissa Seburg, Senior Marketing Coordinator at TKDA, an employee-owned provider of engineering, architecture, and planning services headquartered in St. Paul, MN. Melissa is an active member with SMPS-MN and is also the incoming president. Interviewed by Dawn Wagenaar, Melissa shares her insights on marketing trends in the architecture, engineering and construction ...

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    In this episode of the Ingenuity Masters Series, we are joined by Virginia McCoy, Regional Marketing Specialist at H.B. Fuller and President of the Society for Marketing Professional Services – Twin Cities through 2020. Interviewed by Dawn Wagenaar, Virginia shares her insights on marketing trends in the architecture, engineering and construction (AEC) industry. 

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    In this episode of the Ingenuity Masters Series, we are joined by Christina Camara, master journalist and all-around accounting trends influencer at The Platt Group and INSIDE Public Accounting. Interviewed by Dawn Wagenaar, Chris shared her insights on media trends and how firms leaders can gain visibility and attract talent. Her one big tip? Keep focusing on firm culture. 

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    Following up with your leads and nurturing the relationship is sometimes the area where people fail to indulge. In this episode, Natalie Klein and Dawn Wagenaar discuss the importance of relationships, what to do to continuously nurture them and how you can be most effective in this area. 

     

    1:29 The challenges of lead conversion

    2:40 Ways to get to know people

    3:25 Making time for business development

    4:30 Tips for lead conversion

    5:23 ...

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    In this episode, Natalie Klein and Robert Wasiluk discuss graphic and back-end design. Because people process images faster than words, your communication must be beautiful as well as persuasive. Learn more about current color trends and why the back-end design such as meta descriptions, alt tags, is just as important as graphic design to set you apart from other professionals.

    2:00 Importance of page titles and meta descriptions

    2:3...

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