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The InGenius Podcast: a snapshot of future B2B marketing trends and use-it-now tips. Do you want to be wildly effective in professional services? Each episode features experts with new ideas for your branding and competitive success.
27 Episodes
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All things CPA Firm Marketing! Marketers wear a lot of hats. You have to know SEO, email marketing, social, PR and more. With only so much time to plan and execute, what are the top simple to advanced strategies you can prioritize? Listen to this roundtable discussion on our favorite CPA Firm Marketing strategies by Team Ingenuity. Align your marketing with business goals… and keep your sanity.Stay ‘til the end! We wrap up with some of our favorite “long Minnesota good-byes.” On this epi...
In this episode of our Ingenuity Masters Series, Dawn Wagenaar, principal of Ingenuity Marketing Group, chats with Steve Silverman, founder and photographer of SILVERMAN Be Remarkable. Steve travels all over the US and Canada to take professional photos of both commercial properties and headshots for companies. He uses his talents as a photographer to create visual narratives with his photographs. What he creates truly is remarkable.Listen as Dawn and Steve discuss his tactics for creating im...
In this latest podcast of our Ingenuity Masters Series, Dawn Wagenaar (principal of Ingenuity Marketing Group) interviews Pete Machalek, a founding principal, coach, and facilitator at SagePresence. Pete and his team at SagePresence focus on helping professionals sell their services — with a combination of Authenticity, Story, and Emotion. He has had quite a journey to get to where he is now and has harnessed a plethora of wisdom and tips to help professionals in all fields.Dawn and Pete disc...
In this episode of Ingenuity's Master Series, Dawn Wagenaar interviews Kate Harry Shipham, of KHS people on the topic of job title confusion and improving job title structure.Kate moved to the US from Australia in 2012, and founded KHS People. She uses the skills she has acquired both as an attorney and as an avid “people observer” in the search business to understand the needs of her clients and candidates. Both clients and candidates work with Kate because of her deep understanding of the ...
Meagan Hayes is the marketing director for Haskell & White, one of the largest independently owned accounting firms in Southern California with offices in Orange County and San Diego. Meagan started her career in private industries before joining Haskell & White in 2008, and she brings her focus on analytics and results to the firm’s variety of marketing programs. Dawn begins the podcast by asking Meagan for a couple of tips on sustaining marketing even during a period of fast gr...
In this episode of One Question, Two Tips, Donna Erbs does a fantastic job providing inspiration for accounting marketers to think like owners and how they can focus on being the firm of the future.Donna Erbs, a partner in Strategic Growth at Anders CPAs and Advisors, has been instrumental in the firm's growth for nearly two decades. She is a connector who brings together staff, clients and the community to create synergies for the firm. By aligning overall vision with solid growth and ...
In this episode of our CPA Influencers Series, Dawn Wagenaar interviews Jennifer Hamberger of Freed Maxick on the topic of keeping their firm's brand consistent across all offices and how Freed Maxick keeps their brand promise fresh.Jennifer joined Freed Maxick in 2012, bringing several years of marketing knowledge from consulting, medical, and global markets. She is currently the Chief Marketing Officer. Freed Maxick specializes in the healthcare, manufacturing, real estate, banking, a...
In this CPA Influencer series, Dawn Wagenaar (Principal at ING) interviews David Bier, the COO of Anglin Reichmann Armstrong. David provides insightful tips and necessities for young professionals looking to become niche leaders within their firm. David's responsibilities at Anglin include strategy, growth, succession planning and operations excellence, which grow from building a sound business culture. David has not only improved the foundational operational aspects of the firm, but al...
In this CPA Influencer Episode, Dawn Wagenaar interviews Caren Rodriguez and they discuss communication and strategy needed within a company during acquisitions and mergers as well as integrating new team members during this time. As Chief Marketing Officer at DMJ & Co., PLLC, a Top 300 accounting and business consulting firm, Caren manages firm-wide marketing and business development initiatives that span three office locations across North Carolina. Her responsibilities inclu...
In this CPA Influencer podcast, Dawn Wagenaar interviews Margie Craig, Chief Marketing & Communications Officer with Whittlesey which is the largest Connecticut-based CPA, technology, and consulting firm. Margie has over 20 years of experience, including brand management, digital marketing, business development, and strategy. Margie starts out this podcast by stressing the importance of having a good foundation and going into interviews with the mindset of service. Also, to mak...
In this CPA Influencer podcast, Dawn Wagenaar interviews Becca Johns, Director of Practice Growth, of Rea & Associates, located in Dublin, OH. Becca oversees the firm's marketing and practice growth efforts, focusing on building relationships with the firm's principals, helping them identify opportunities and providing them with the tools they need to grow their practice while developing new offerings and solutions for their clients. In this podcast, Dawn asks Becca for two tips...
New CPA Influencers Series: One Question-Two Tips. In this episode, Ingenuity Marketing Group Principal Dawn Wagenaar interviews Nicola Fleming, Director of Marketing for Perkins + Co. in Oregon. Nicola talks about the rapid and difficult decisions at her firm following the sudden death of Partner Peter Kwong in the summer of 2021. She shares her experience for managing internal and external communications... all while dealing with her own personal grief. We hope that no marketer ever ha...
In this episode of the Ingenuity Master Series, Communications Consultant Christine Nelson interviews Katie Tolin, Chief Operating Officer at CPA Growth Guides. In this interview these marketers discuss how marketing in professional services is changing. Technology is shaping the way we approach marketing in accounting, as well as other professional services. Gain tips to improve CRM, digital ads, content marketing and virtual networking moving forward.
Virtual networking opportunities are more common than ever before. Christine Nelson, Lead Communications Consultant, and Brooke Visser, Digital Communications Consultant, discuss various ways that professionals can connect with potential clients online through virtual networking tools, such as social media groups and online advertising.
Marketing and business development can easily fall through the cracks for busy professionals. In this episode, Christine Nelson and Dawn Wagenaar discuss convenient ways to nurture current client relationships and build a referral network in less time.
In this episode of the Ingenuity Master Series, Communications Consultant Christine Nelson interviews John Krapek, Education and Outreach Director at American Council of Engineering Companies (ACEC) of Minnesota.Listen to their conversation for communications tips and strategy ideas which have helped John and his team maintain their connection to members and add value in a more virtual environment in 2020 — and possibly beyond.
Few of us in professional services were trained or educated to sell or produce new business, but it has become part of our daily approach to firm and association growth. In recent months, we've realized just how vital those networking opportunities and relationships are to stay in touch with clients, referral sources and our prospects. In this third and final episode of Your Digital Business Development Toolkit series, Communications Consultant Christine Nelson and Ingenuity's Principal Dawn ...
In this episode of our Your Digital Business Development Toolkit series, Natalie Klein and Christine Nelson, Communications Consultants at Ingenuity Marketing Group, discuss some of the myths of firms and associations seeing digital ads as an easy fix to online business development when in fact it's a complex, yet still effective approach when you have strategy behind it aligned with your goals.
In this episode of our Your Digital Business Development Toolkit series, Natalie Klein and Christine Nelson, Communications Consultants at Ingenuity Marketing Group, dive into the big topic of SEO. They discuss why SEO is so vital to your content and the tragedy of what happens when it's not optimized. They discuss:What keywords are and why they matter; What makes up a strong SEO strategy;Creating the user experience on your website; Target audiences and personas and more.
In this episode of the Ingenuity Masters Series, we are joined by Art Kuesel of Kuesel Consulting based in Wisconsin. Art was named among the Top 100 Most Influential People in Public Accounting by Accounting Today, and he is the former secretary for the national Association for Accounting Marketing. Interviewed by Dawn Wagenaar, Art shares his insights about what's happening in the accounting industry today, including barriers to firm growth and the role of people vs. technology . Hear about...
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