Ever have that quiet voice that says something with marketing may be off, but you can’t pinpoint the root cause? Your marketing plan is in motion. Your reputation is strong. Yet growth isn’t matching potential.

What gives?

In this article, we will outline five marketing trends for accounting firms in 2025, compiled from various industry associations. For each trend, I will personally share with you several accompanying surefire approaches our team uses to reach your target audience and inspire them to act.

In a recent video titled “Discover the Top 3 Trends Shaping Accounting Business Development in 2025,” Bob Silvy with the Association for Accounting Marketing shares major trends in marketing that we will unpack:

#1 Systemized Growth

Silvy says, “Private equity investors expect faster returns and scalable growth. This means firms are under increasing pressure to develop innovative business development strategies that drive measurable results.”

We suggest one clear, strategic marketing plan that attracts repeatable efforts and outcomes quarter over quarter, year over year. Investors want to see systemization from operations all the way through marketing. Get the full report on how to accomplish marketing systemization.

#2 Deep Data

“AI tools like Salesforce Einstein and HubSpot’s AI-driven features can analyze vast amounts of data to identify high-quality leads, predict client needs and even craft personalized outreach strategies,” Silvy goes on to say.

We take this further by using data from thousands of outbound B2B campaigns to send proven, personalized messages on LinkedIn to attract B2B meetings that turn into predictable revenue. Social selling takes many forms, but our research and track record show data-driven social selling connects clients with warmer, better fitting clients than standard social selling.

#3 Integration

Finally, Silvy poses, “Integrated business development and marketing initiatives yield better results. Marketers provide the data, tools and content that business developers need to succeed while business development provides feedback on what’s working in the field.”

Each of our client organizations has clearly documented mission, vision and values, a brand standard guide, differentiating brand messaging and a marketing plan co-created with their executive team to align with corresponding annual budget. The next order of business is team alignment on these compass stars. To get everyone on the same page, we facilitate team alignment workshops to get not just business development and marketing talent focused on the right objectives, but also to ensure those objectives ladder up to C-suite-level vision and goals.

According to the Minnesota Society of CPAs in a recent article titled, “Marketing best practices to drive growth for accounting firms in 2025” by Kristy Gusick, there are additional areas of focus, which we will explore:

#4 Industry-Specific Resources

Gusick starts by rightly pointing out, “High-growth firms invest in SEO-driven blog content, thought leadership articles and industry-specific resources to attract organic traffic and establish credibility.”

We couldn’t agree more with Forbes contributor JoAnn Yamani of Adeia when she says in “17 Emerging B2B Marketing Trends To Watch For In 2025”: “Based on what we’re seeing emerge in late 2024, I believe we’ll see a significant shift toward hyper-personalized micro-content in B2B marketing. The companies that will win in 2025 won’t be those with the biggest content libraries, but those with the most sophisticated ability to deliver the right piece of content to the right person at precisely the right moment in their buying journey.” The first step is to get a wholistic view of your buyer’s journey to understand precisely what to deliver at each milestone.

#5 Strategic Nurture Campaigns

“Personalized email sequences keep prospects engaged, nurture client relationships and help firms stay top of mind,” she continues.

We see it as mission-critical to strategically identify your company’s specific Ideal Customer Profile (ICP), or target person, explore the challenges, hopes, fears and motivators on this person’s mind and write specifically for them. As your automation software and CRM reports reveal mid-funnel and low-funnel leads, messaging can become even more targeted.

AI likes to write about “the rapidly evolving landscape of marketing,” but this isn’t just robot talk. Marketing has never been as sophisticated as it is today. To make the most of your marketing resources, reach your target audience, inspire them to act and achieve consistent results and growth, stay on point capitalizing on these trends with the right marketing partner.

Since 2007, Big Buzz® has helped Stage II to Stage III organizations systemize marketing to achieve growth goals. Founder and CEO Wendy O’Donovan Phillips is the author of two books available on Amazon, Kaboom and Flourish, multiple data-driven eBooks, has been published in McKnight’s, in Forbes, and has been quoted in The Washington Post, ABC News and Chicago Tribune. She has lectured dozens of professional organizations in front of audiences ranging in size from 25 to 6,000. She has been honored by the American Marketing Association for excellence in her field and has been named a Gold Key Award Winner by the Business Marketing Association. In her two-decades-long career, she has consulted with hundreds of organizations globally to support improved marketing clarity, strategies and outcomes. Get details: visit www.bigbuzzinc.com and follow Wendy.