Accountants like things that balance. Marketing attribution does not balance.Mike and Matt get into the thing they've been chasing for about three years: figuring out whether the money they spend on marketing is actually working. Between outbound sales, content, events, local networking, paid ads, and two brands to support, the path from first touch to signed client is anything but a straight line. And when a restaurant group their sales team chased for eight years finally books a meeting straight from the website, the question gets even harder. Which of the 500 touches made the difference?In this episode:
Why the buying cycle for an accounting firm is never "saw an ad, signed a contract"
The first touch vs. last touch questions they never thought to ask until an agency asked them
Why door knocking is hard work but still the easiest channel to actually trace
The Memphis restaurant group that ignored outbound for eight years, then booked a meeting on their own
Their most viewed blog post ever, with over 100,000 views, and why it probably hasn't produced a single client
The reframe that finally helped: some marketing costs exist no matter what, so not every dollar has to prove a return
Why nobody has defined what an MQL is, and why their best new prospect never would have triggered one
The case for giving marketing a clear scorecard, and the case for just watching sales volume
💬 Got a topic you want us to tackle? Drop a comment, send us a message, or share this episode with a firm owner who needs to hear it.🎙 Want to be a guest? We're opening the show up to firm owners who want to talk shop. Reach out and let's talk.Connect with us:Matt Patrick on LinkedIn → https://hubs.la/Q04fKVdQ0Mike Shaeffer on LinkedIn → https://hubs.la/Q04fKVdX0patrickaccounting.comTired of struggling to find qualified accountants for your firm? Check out Cloud Accountant Staffing's candidate portal. Full of pre-vetted offshore accounting candidates ready to interview as soon as tomorrow → https://portal.cloudaccountantstaffing.com/register?p=MatthewPatrick
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