Mobile Marketing in the CPA profession shares information and tips about the immediate and long-term mobile trends in the CPA profession. This deck covers: - Behavioral changes taking place due to mobile tech; - Best practices for collecting and analyzing data; - Stochastic models for conversion, targeting, and cross-selling; - Mobile strategies that integrate analytics; and the - Critical role of analytics in responding to customer needs.

1. ©
2015
Penheel
Marketing™
Mobile
Marketing
in
the
CPA
Profession
Becky
Livingston
President
Penheel
Marketing
February
2,
2015

2. ©
2015
Penheel
Marketing™
Today’s
Topics
ü Immediate
and
long-­‐term
mobile
trends
in
the
CPA
profession
ü Behavioral
changes
taking
place
due
to
mobile
tech
ü Best
practices
for
collecting
and
analyzing
data
ü Stochastic
Models
for
conversions,
targeting,
and
cross-­‐
selling
ü Mobile
strategies
that
integrate
analytics
ü Critical
role
of
analytics
in
responding
to
customer
needs

3. ©
2015
Penheel
Marketing™
Preparedness
Are
accountants
really
as
prepared
to
“go
mobile”
as
they
think?
Yes
and
no.

4. ©
2015
Penheel
Marketing™
Mobile
Trends

5. ©
2015
Penheel
Marketing™
Mobile
Trends,
cont.
80%

6. ©
2015
Penheel
Marketing™
Mobile
Trends,
cont.

7. ©
2015
Penheel
Marketing™
Behavioral
Changes
• Simplistic
messages;
overly
complex
are
dismissed
• Engagement
via
text
and
social
media
with
financial
advisors
is
O.K.
• Collaboration
through
technology
is
common
• New
Norm
-­‐
anytime,
anywhere,
any
device
(Triple
A
access)
• No
boundaries
• Expect
to
have
cash
flow,
receivables,
payables,
bottom
line
information
available
at
their
fingertips
80%
of
business
owners
said
they
needed
anywhere,
anytime
access
to
company
data.
48%
expected
to
be
doing
more
business
tasks
on
their
mobile
device
in
the
next
year.
“
“

8. ©
2015
Penheel
Marketing™
Collecting
Data
• What
mobile
KPIs
should
you
pay
attention
to?
• What
are
the
best
tools
to
help
you
tell
the
mobile
story?
• How
do
you
make
the
right
interpretations
of
the
data?
• How
do
you
translate
the
data
to
tell
a
story
through
images?

9. ©
2015
Penheel
Marketing™
KPIs
• Traditional
• Bounce
Rate,
Time
on
Site,
Conversion
• Segment
data
by
device
• Mobile,
desktop,
tablet
• Determine
conversions
based
on
device
• Pages
viewed
• Correlation
between
time
on
site,
pages
viewed,
+
device
You
may
find
infer
that
while
the
mobile
conversion
rate
is
low,
a
mobile
user
is
still
somebody
with
purchase
intent
who
is
likely
to
convert
later
on
another
device.

10. ©
2015
Penheel
Marketing™
Tools

11. ©
2015
Penheel
Marketing™
Social
Listening
Tools
1. Sysmos
2. Visible
Technologies
3. Oracle
Social
Cloud
4. SalesForce
Radian
6
5. uberVu
6. ViralHeat
7. Brand24
8. DataShift
9. Brandwatch
Comparison
Chart
http://social-­‐media-­‐monitoring-­‐
review.toptenreviews.com/

12. ©
2015
Penheel
Marketing™
Behavioral
Marketing
• Strategy
is
needed.
• What
is
the
behavior
funnel
for
visitors?
• Have
you
looked
at
the
behavior
analytics
on
your
site?
• Google
Analytics
and
BTBuckets
(both
free)
can
help
you
achieve
this.
• Create
a
flowchart
or
workflow
swim
lanes
to
help
you
determine
the
action
you
want
visitors
to
experience
once
a
trigger
is
engaged.
• Work
with
the
other
business
teams
–
Sales,
CRM
–
to
determine
the
process
flow

13. ©
2015
Penheel
Marketing™
Example
–
Behavior
Flow

14. ©
2015
Penheel
Marketing™
Example
–
Workflow

15. ©
2015
Penheel
Marketing™
Example
–
Workflow,
cont.
CRM
Examples
• SalesForce
and
SalesForce
Service
Cloud
• InfusionSoft
• Bullhorn
• SnapForce
• Hatchbuck
• Base
• Zendesk
• NetSuite
• SharpSpring

16. ©
2015
Penheel
Marketing™
Role
of
Analytics
in
CRM
• New
opportunities
• Increased
client
care
• Clearly-­‐defined
target
market
• Lead
conversion
with
target
market
• Efficient
and
effective
marketing
• Create
customized
user
experience

17. ©
2015
Penheel
Marketing™
Long-­‐Term
CRM
Strategy
1. Get
sponsorship
from
leaders
2. Build
a
team
3. Define
business
objectives
4. Identify
the
key
customers
–
including
life
stages
5. Identify
customer
segments
6. Agree
on
desired
customer
behaviors
7. Define
customer
experience
goals
8. Create
an
integrated
customer
strategy
9. Define
and
map
data
requirements
10. Standardize
data
by
department

18. ©
2015
Penheel
Marketing™
Long-­‐Term
CRM
Strategy,
cont.
11. Dialogue
with
customers
(gasp!
I
know)
12. Personalize
triggered
efforts
13. Develop
success
metrics
14. Create
customer
engagement
programs
(acquisition,
growth,
and
retention)
15. Collect
data
16. Test!
17. Monitor
18. Automate
19. Keep
it
simple
20. Communicate
success
http://www.crmtrends.com/crm.html

19. ©
2015
Penheel
Marketing™
Key
Takeaways
ü
Mobile
marketing
is
changing
the
way
professional
services
are
bought
and
sold.
ü
Mobile
marketing
will
help
your
firm
adapt
to
the
changes
in
the
new
marketplace.
ü
The
Internet
is
faster,
more
convenient
and
more
powerful
way
to
shop
for
services.
ü
Mobile
marketing
offers
flexibility,
control,
and
geographic
reach
over
traditional
marketing
methods.
ü
Firms
that
don’t
adopt
are
at
risk.
ü
Create
the
strategy
to
take
your
firm
to
the
next
level.

20. ©
2015
Penheel
Marketing™
Who
is
Penheel
Marketing?
Social
media
and
digital
marketing
consulting
firm
for
CPA
firms,
small
businesses,
and
non-­‐profits.
http://Penheel.Com
Marketing
Analytics
Website
analytics,
online
advertising
analytics.
See
which
sources
are
generating
the
most
leads.
Email
Send
personalized,
segmented
Emails
based
on
any
information
in
your
contact
database.
Search
Engine
Optimizations
Improve
your
rank
in
search
engines
by
finding
and
tracking
your
most
effective
keywords.
Lead
Management
Track
leads
with
a
complete
timeline-­‐view
of
their
interactions
with
your
firm.
Blogging
Create
blog
content
quickly
while
getting
SEO
tips
and
best
practices
pointers.
Social
Media
Publish
content
to
your
social
accounts,
then
nurture
leads
based
on
their
social
engagement.
©
Penheel
Marketing
01.07.14

21. ©
2015
Penheel
Marketing™
References
• Charting
a
Course
for
the
Future
–
A
Report
on
Firm
Preparedness
http://www.cchgroup.com/PreparednessSurvey
• CPA
Horizons
2025
Report
http://www.aicpa.org/Research/CPAHorizons2025/DownloadableDocuments/cpa-­‐horizons-­‐report-­‐web.pdf
• Getting
Ahead:
The
Financial
Challenges
for
Generation
X
and
Y
https://www.bmoharris.com/financialadvisors/pdf/ATTBLC69.pdf
• Is
Gen
X
The
Dark
Horse
In
50+
Marketing?
http://www.mediapost.com/publications/article/239701/is-­‐gen-­‐x-­‐the-­‐dark-­‐horse-­‐in-­‐50-­‐marketing.html
• Mobile
Emerging
as
“the
New
Norm”
for
Next
Generation
Accounting
http://www.digitalfirst.com/2014/03/04/mobile-­‐emerging-­‐new-­‐norm-­‐next-­‐generation-­‐accounting/
• A+E
Networks
Shares
Mobile
Analytics
Best
Practices
at
Adobe
Summit
http://blogs.adobe.com/digitalmarketing/mobile/ae-­‐networks-­‐shares-­‐mobile-­‐analytics-­‐best-­‐practices-­‐adobe-­‐
summit/
• Why
mobile
matters
http://www.lukew.com/ff/entry.asp?1506
• eCommerce
KPI
Study:
There’s
(Finally)
a
Benchmark
for
That
http://moz.com/blog/ecommerce-­‐kpi-­‐benchmark-­‐study
• G2
Crowd
Publishes
Winter
2015
Rankings
of
the
Best
Digital
Analytics
Platforms
http://about.g2crowd.com/blog/best-­‐digital-­‐analytics-­‐platforms-­‐winter-­‐2015/
• Top
10
Social
Media
Monitoring
Tools
http://social-­‐media-­‐monitoring-­‐review.toptenreviews.com/
• Using
Behavioral
Targeting
to
Optimize
SEO
Traffic
http://online-­‐behavior.com/targeting/behavioral-­‐targeting-­‐for-­‐seo-­‐637
• Marketing
workflow
http://www.copernicanshift.com/wp-­‐content/uploads/2014/06/Marketing-­‐Automation-­‐Campaign-­‐Flowchart.jpg
• Compare
CRM
Software
http://www.softwareadvice.com/crm/
• CRM
Trends
http://www.crmtrends.com/crm.html