Every year, the Hinge Research Institute examines how the fastest-growing accounting firms have achieved consistent growth and prosperity in its High Growth Study . This year’s study showed some surprising changes in the methods that firms are using to track marketing and business development metrics, and it suggests that even high growth firms could benefit from a commitment to a digital transformation. To understand just how surprising the results of this year’s answers on marketing and development metrics were, it helps to remember another report the Hinge Research Institute recently released. In Inside the Buyer’s Brain , the Institute’s research showed that consumers of professional services relied on web searches for information on work-related topics more than any other source except for recommendations from peers or colleagues. In other words, when a potential client is looking to solve a problem that might require help from an accountant, that person is searching the web to find out who has posted insightful content on the issue. How are firms planning for marketing and business development?
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