Peter Vander WallFounder driving creative community growth

What every marketing plan is missing

Name: What every marketing plan is missing
Uploaded: 2025-07-18T15:03:19+00:00
Duration: 36 s
Channel: Peter Vander Wall
Description: The video argues that many accounting firms build marketing plans backwards and that effective campaigns begin with a high-level strategy. The speaker…

18 Jul 2025 · 1 min

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The video argues that many accounting firms build marketing plans backwards and that effective campaigns begin with a high-level strategy. The speaker outlines three core questions firms must answer: who is the target client, what service is being sold to them, and what transformation that service delivers—answers that then dictate where and how to market.

Chapters

Most accounting firms start their marketing plan backwards, and it's the reason they've never had a campaign really take off. So we need to start with high level strategy. And there's three core things we need to identify here. Number one is who are we targeting? What service are we selling to this person? What transformation does this core service create for this ideal client? Now we have a marketing strategy because we can answer questions like where is it going to be effective to get in front of this person? What is this person going to want to know about us before they book a call and before they buy? What is this person going to value in our service versus what's maybe some fluff that we don't even need to offer and include in this service?