The document outlines 10 lessons learned from Mazars USA LLP's first 10 years in marketing. It discusses developing successful careers by building expertise, relationships, and soft skills. It emphasizes the importance of understanding industry trends, getting involved in professional organizations, and mentoring others. The document also stresses setting proper expectations, budget planning, leveraging technology, measuring return on investment, and continual learning.

1. Mazars USA LLP is an independent member firm of Mazars Group.A C C O U N T I N G | T A X | A D V I S O R Y
10 THINGS FROM OUR
FIRST 10 YEARS
Page 1
SUCCESS COMES FROM SPOTTING
OPPORTUNITIES FIRST
Sometimes you need to look for business
opportunities from a different perspective to see
what is possible.

2. Beth More
Marketing Director, Mazars USA LLP
Beth.More@mazarsusa.com
732-205-2012
https://www.linkedin.com/in/bethmore
https://twitter.com/BethMore1
Stephanie Koutsares
Marketing Director, Mazars USA LLP
Stephanie.Koutsares@mazarsusa.com
212-375-6885
https://www.linkedin.com/in/stephaniekoutsares
https://twitter.com/SKoutsares
Page 2
ABOUT US

3.  Building a Successful Career
 Perfecting the Soft Skills
 Industry Knowledge and Involvement
 The Business Developer in All of Us
 Develop Relationships
 Mentoring
 Under Promise, Over Deliver
 Budget Planning
 Technology: The Marketing Game Changer
 ROI
Page 3
AGENDA
10 Things We Wish We Knew in Our First 10 Years

4.  How many years of marketing experience do you have?
– 0-3 years
– 4-6 years
– 7-9 years
– 10+ years
POLLING QUESTION
Page 4

5.  Generalist vs. Specialist
– Be versatile
 Find your best path and know your strengths
 No two firms are the same
 Build your network
 Intellectual Curiosity!
– Read industry publications
– Understand current topics, issues, trends
– Ask questions
 Open dialog
– Communicate your career goals and ambitions
 Take feedback seriously
– Ask for regular feedback
BUILDING A SUCCESSFUL CAREER
Page 5
“Opportunities don’t happen, you create them.”
-- Chris Grosser

6. Page 6

7.  Be reliable and responsive
 Have a great attitude
 Sharpen the skills you use every day
 Know your stakeholders and what is most important to them
 Understand different communication styles
 Think ahead
 Be resourceful
 Email etiquette
 Meeting conduct and etiquette
 BE PROFESSIONAL
PERFECTING THE SOFT SKILLS
Page 7

8.  If your partners and your clients are reading / seeing / hearing it, you should too!
– The first 120 degrees: Your Partners
• Read industry publications
• What are your competitors up to? (sponsorships, advertising, social media)
– The second 120 degrees: Your Clients
• Read trade publications
• Follow key influencers on social media
• Stay current on geographical updates
• Understand how politics impact their jobs
INDUSTRY KNOWLEDGE
Page 8

9.  Final 120 degrees: Marketing Superstar!
– What’s next for marketing?
– B2C is helpful!
– SMPS: Join a committee
– Identify and join other industry organizations
– Give back, volunteer
– Participate: Write an article, present a webcast
– Short on time? Manage your commitments
INDUSTRY INVOLVEMENT
Page 9

10. Page 10
THE BUSINESS DEVELOPER IN ALL OF US
 Business Development is Everyone’s Responsibility
– Marketing leads by example
 Sales team? Bridge the Gap!
 Promote a sales culture: Think like a marketer!
– Celebrate wins!
– Reports
– Sales Training
– Contests
– CRM

11.  Build credibility
 Participate in internal activities
 Understand what the partners do and who their clients are
 Treat everyone equally
 Have business empathy
– Understand everyone’s perspective and where they are coming from
 Build relationships with professional organizations
DEVELOP RELATIONSHIPS
Page 11
Title of Document

12. Polling Question
Do you currently have a mentor you regularly speak to?
a) Yes
b) No
VALUE OF MENTORSHIP
Page 12

13.  Mentors provide:
- Guidance
- Skills
- Inspiration
- Help
- Perspective
- Goals
- Development
- Motivation
- Direction
- Introductions
Page 13
WHAT CAN A MENTOR DO FOR YOU?
 How do you find a mentor?
- Work (not necessarily your boss)
- Alma Mater
- SMPS Directory
- Friend
- American Marketing Association
- Marketing Meet-ups
- Industry organizations
- Your hairdresser
- Your dad’s golf buddy

14. Behavior of a good mentor
 Commit to the process
 Listen
 Be available / flexible / honest / active / open
minded
 Meet regularly – get creative with time! Coffee,
breakfast, gym, scheduled phone chats
Behavior of a good mentee
 Commit to the process
 Listen
 Be available / flexible / honest / active / open
minded
 Meet regularly – get creative with time!
Coffee, breakfast, gym, scheduled phone
chats
Page 14
MENTORING REMINDERS!

15. Under promising and over delivering is not about setting the bar low, it is about
solving a problem to the best of your ability.
 Manage deadlines
 Keep your word
 Set expectations
 Communicate clearly and often
 Anticipate issues
UNDER PROMISE, OVER DELIVER
Page 15

16. Page 16

17.  Be transparent
 Plan in advance
 Anticipate
 Just because you did it one year doesn’t mean you should do it again
 Set boundaries
 Don’t put it all in one place (i.e. advertising)
 Measure
BUDGET PLANNING
Page 17

18.  Impact of technology on marketing is significant
- Organizations have more data to analyze
- More platforms to communicate with targets
 Understand the breadth of marketing technologies and how your firm can integrate them
successfully into your marketing strategy , operations and budget
 Connect the dots between technical possibilities and strategic opportunities that are
reshaping modern marketing
Page 18
TECHNOLOGY: THE MARKETING GAME CHANGER

19. Page 19
TECHNOLOGY: THE MARKETING GAME CHANGER

20.  The role of the CMO is changing
 Start by showing ‘Value’
- Identify activities
- Create a baseline
- Track, measure and share
 ROI examples:
- Social Media: Measure engagements including likes, followers, shares/re-tweets, etc.
- Events: Measure RSVPs, attendees, meetings, proposals
- Thought leadership: Number of articles, reprints
 Tell a story!
Page 20
ROI: UNDERSTAND AND DEMONSTRATE

21. MAJOR THEMES AND TAKEAWAYS
Page 21

22. THANK YOU!!!
Page 22

23. Beth More
Beth.More@mazarsusa.com
https://www.linkedin.com/in/bethmore
https://twitter.com/BethMore1
Stephanie Koutsares
Stephanie.Koutsares@mazarsusa.com
https://www.linkedin.com/in/stephaniekoutsares
https://twitter.com/SKoutsares
Page 23
CONTACT US

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