Maximizing CRM Impact: Real-World Examples for Firm Growth

March 13, 2024 from 1:00-1:45 PM Eastern Time (US and Canada)

This webinar is designed for members seeking new ways to leverage their CRM systems to help achieve firm goals. Join us for three live demonstrations by highly respected industry insiders showing practical applications they’re using in their firms today. In response to member feedback requesting high-impact education in shorter durations, we're excited to present a 45-minute webinar packed with valuable insights.

Re-Engaging Subscribers: Rachel Pomeani from Clearly Rated will share her company's journey in re-engaging subscribers, including email blasts and subject lines, the best and the worst reported metrics, and the new revenue attributed by this initiative.

Drip Emails and Mid-Funnel Educational Materials: Sean Sullivan from RedPath CPAs will walk us through how his firm uses drip emails with mid-funnel educational materials, assigns lead scores, and prompts salespeople to take action through CRM workflows.  

Speakers

Rachael McGrew | Business Development Director at Landmark CPAs

Rachael McGrew is the Business Development Director for Landmark CPAs, one of the largest accounting firms in Arkansas. In her m

ultifaceted role, she oversees the firm's marketing and business development strategy, manages internal and external communications, maintains the firm's social media and web presence, and plans and executes firm events and community outreach programs. She also assists with mergers and acquisitions, coordinates recruiting campaigns, and serves on industry association committees.

Rachael is a graduate of the Leadership Fort Smith program and has been recognized as a 40 Under 40 honoree by both the Arkansas Business Journal and the Northwest Arkansas Business Journal. She holds a Bachelor of Business Administration in Marketing with a minor in Interdisciplinary Studies from the University of Central Arkansas and a Technical Certificate in Graphic Design from the University of Arkansas – Fort Smith.

In addition to her professional responsibilities, Rachael is an active member of the Association of Accounting Marketing (AAM), where she serves on the Board of Directors, leads an AAM Circle focused on HubSpot, and is a member of the AAM Minute committee. She is also a member of the Associated Builders and Contractors of Arkansas' Western Council.

Outside of her professional life, Rachael is married to an entrepreneur and they have a teenager who is active in volleyball. Her diverse professional experience, leadership roles, and community involvement make her a valuable asset in the field of business development in the accounting industry.

Sean M. Sullivan | Marketing Director at Redpath and Company

Sean Sullivan is a seasoned marketing professional with a strong background in both creative and strategic marketing initiatives. He currently serves as the Director of Marketing at Redpath and Company, a leading accounting and advisory firm.

Sean's key areas of expertise include lead generation and new customer acquisition, content development, project management, art direction, and multi-channel campaign implementation. He is a process-oriented strategic thinker, adept at translating ideas and key messages into actionable insights and effective customer-focused marketing communications.

Prior to joining Redpath and Company, Sean served as a Marketing Account Manager at C.H. Robinson. In this role, he balanced a number of responsibilities including driving revenue growth, building brand awareness, utilizing multi-channel marketing tactics, and leading high profile, cross-functional projects such as brand integrations and global tagline development.

Sean holds a Bachelor of Fine Arts (B.F.A.) in Graphic Design from the University of Minnesota and has completed HubSpot Inbound Marketing training courses. He served as president of the AAM Minnesota Chapter from 2019-2022. His ability to balance creative and strategic initiatives allows him to drive growth and brand awareness effectively.

Rachel Pompeani | Growth Marketing Manager at ClearlyRated

Rachel Pompeani is a seasoned marketing professional with over a decade of experience in the field. She currently serves as the Growth Marketing Manager at ClearlyRated, a satisfaction survey program designed for B2B service firms, a position she has held since July 2021.

Rachel has built a diverse and extensive career in the field of marketing. Over the years, she has held various marketing positions in both B2B and B2C markets and her dynamic career trajectory reflects her expertise and commitment to the field of marketing.

Rachel's responsibilities at ClearlyRated are diverse and include digital marketing, content management, email communication, graphic creation, and is on the industry expansion team to further grow ClearlyRated. She also spends much of her time working in Hubspot for marketing automation, lead generation, and contact management.

Rachel holds a Bachelor of Science (B.S.) degree in Communications and Marketing from Ohio University.

In addition to her professional responsibilities, Rachel is an active member of the Association of Accounting Marketing (AAM), where she co-chairs the AAM Minute Committee.

Moderator

Alison Simons | Simons Marketing

For seven great years, Alison was the head of marketing for a regional CPA firm in Greater Boston where she would joke "if it's not an audit or a tax return, it crosses my desk."  She was responsible for branding and online marketing, recruiting and firm culture, business development and proposals, and more.  In 2013 she founded Simons Marketing and attracted a team of really amazing people to work with CPA firms and wealth management firms across the US. Alison is a member of the AAM, BDO Alliance, and MassCPAs.

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