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Catapult Your CAS Practice: Marketing Strategies To Drive Growth

CATAPULT YOUR CAS PRACTICE: MARKETING STRATEGIES TO DRIVE GROWTH

Cost Free
Presentation Length 1.0 hour

Recorded DateJuly 29, 2024
CPE:Not available
(archived webinars do not offer CPE credits)
Course LevelBasic
Course Description

Client advisory services (CAS) is one of the fastest growing service areas in the accounting profession and offers tremendous opportunities for firms to deliver deeper value to clients at a higher margin. But to build a scalable CAS practice, you must understand the foundational services and how to successfully market them. From accounts payable (AP) to spend and expense management, understanding the ins and outs of these services is key to exponential growth.

During this panel session moderated by Kim Blascoe from CPA.com, Jim Ashley and Becca Wilson from FORVIS will unveil marketing and education strategies to approach new clients, existing clients, and internal stakeholders. They’ll delve into the significance of education, how to identify an ideal prospect, and the importance of creating a solid value proposition for your foundational CAS offerings.

Learning Objectives: 


  • Determine the significance of client advisory services (CAS) within accounting firms and understand the value proposition for both you and your clients

  • Identify the key challenges encountered in marketing CAS, including foundational services, and formulate strategies to overcome these obstacles

  • Recognize the foundational elements required for establishing a scalable CAS practice, including accounts payable and spend management, and their importance in driving client growth

  • Identify targeted approaches to engage internal stakeholders, existing clients, and potential new clients by creating compelling value propositions, communicating effectively, and leveraging strategic marketing tactics tailored to each audience segment

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PLEASE NOTE: ARCHIVED WEBINARS DO NOT QUALIFY FOR CPE
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Kimberly Blascoe

CPA.com
Senior Director
[email protected]
(855) 855-5CPA

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Kim leads CPA.com’s CAS 2.0 practice transformation programs, focusing on helping firms establish and grow optimized CAS practices through consulting, practice development, and training offerings.

Prior to joining CPA.com, Kim’s career was spent more than 30 years in public accounting, with the last 13 years at Wipfli, LLP. During her time at Wipfli, Kim led their CAS practice, providing a value-driven client experience utilizing an industry-focused U.S. and offshore team delivered through an innovative digital platform. Most recently, she turned her focus to the Wealth & Asset Management industry, where she led the Broker-Dealer & Advisor Network segment of the vertical.

Kim graduated from Montana State University with a Bachelor of Science, majoring in Accounting. She lives outside Phoenix, AZ, with her family.

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Jim is the national leader of FORVIS’s outsourced accounting services growth initiative, which harnesses technology to provide clients with cloud accounting support services and fully outsourced accounting operations. It provides outsourced accounting staffing and strategic financial advisory services. 

He is a member of FORIVIS's Commercial Products, Technology & Services, and is also a Private Client advisor. He provides accounting, tax planning, and consulting services for individuals and closely held businesses and serves as the chair of FORVISs outsourced accounting services committee.

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Becca Wilson

Forvis Mazars
National Industry Marketing Leader
[email protected]
(417) 831-7283

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Becca Wilson is a National Industry Marketing Leader in Assurance, Tax, and Outsourced Accounting at FORVIS.

About Our Presenter

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CPA.com was formed by the American Institute of CPAs. AICPA leadership knew the unprecedented pace of technological change required firms to adapt quickly and overcome the challenges of the partnership model to meet that goal. It charged CPA.com management with creating a business model, value proposition and infrastructure to help firms identify emerging trends and technologies and provide education, training and resources that would accelerate adoption.

 

CPA.com serves as a catalyst in the development of virtual CFO/controller services by firms and is now shifting its focus to similar innovations in tax and audit practices, with an emphasis on automation, artificial intelligence and the adoption of blockchain technology.