FMB – Client Profile
“Brian has gotten us a lot of at bats – some of our biggest clients are a result of what he’s done.”
For Freed Maxick & Battaglia, a top 100 CPA firm in the United States, based in Western, New York, follow through on marketing campaigns is key to netting new clients – but it was a component missing in their already strong marketing strategy.
“We would do campaigns all the time, direct mail and e-mail blasts but we could never really execute consistent follow-up for these campaigns, so we use Flashpoint Marketing,” said Eric Majchrzak, the firm’s marketing manager.
Though Flashpoint Marketing does campaign development from “soup to nuts” Majchrzak worked with Brian Swanson, FP’s lead consultant, at the tail end of campaigns during the crucial time of reaching out to a prospect and gauging their interest for a potential business relationship.
“Through his conversations he’s able to give us a roadmap or strategy on how we could approach that prospect, if they are price-sensitive or they are looking for a skill-set their current firm doesn’t have,” Majchrzak explained. “He would offer specifics on what they are looking for and how we should approach it. Brian would do research on the prospects.”
Majchrzak is known for taking an innovative approach to marketing – he was named one of Accounting Today’s Most Influential People in 2010 and generated buzz for leasing a digital Twitter billboard that garnered national attention.
His firm, based in Buffalo, provides audit, tax, enterprise risk and other consulting services to closely held businesses, SEC companies, governmental and not-for-profit entities. FMB already has a strong business development and marketing culture, but it was important to make sure promising leads were captured and there was a compelling strategy for prospects – especially after campaigns.
It was also important to Majchrzak to maximize the partners’ chargeable hours. By bringing in Flashpoint Marketing, Majchrzak was able to do this and leverage Swanson’s deep knowledge of vertical and technical specializations within the accounting profession.
Flashpoint has worked on niche campaigns for FMB, including those entailing employment benefit plans and technology. Swanson has followed up with prospects before and after firm events to draw interest – efforts that not only save the partners time and energy but also allow the firm to work with someone who knows how to take the lead generation process forward.
“By the time you do the math, most firms should be better off going with an outsourced telemarketer than their partner,” Majchrzak said. “One of the goals was to really put our best foot forward and maximize the investment of our campaigns. A lot of people do campaigns, but to get the best results you want the caboose on that campaign to close those loops and get the most out of it to get qualified lists.”
“I know what I invest into a campaign,” he continued. “It better enables us to measure when you have a professional at the end of the campaign making the call and following up.”
Majchrzak said that even if the prospect isn’t ready to engage his firm, Swanson will find out when they might be ready. The information Flashpoint Marketing provides is insightful and can be compared to a solid customer relationship management system compiling facts, a timeline, levels of interest and perspective. All the information is given to Majchrzak, who then analyzes the information for the next steps.
“He sets expectations with the prospects and prepares them to receive a call from us,” Majchrzak said. “If they want to have a business discussion we’re happy to put a partner on the phone for that.”
With Flashpoint Marketing, Freed Maxick was able to secure two public company clients, both of which have grown into significant clients for the firm.
“He’s a perfect mix,” Majchrzak said of Swanson. “He’s got the marketing head but he’s worked inside [accounting] firms so he understands what’s important for partners.
Majchrzak also described Swanson as doing his “due diligence” and someone who “does his work up front.” Another one of Swanson’s strengths is his ability to acclimate himself, his approach and style based upon the firm he is working with.
“I think that’s key,” Majchrzak said. “He does a good job assimilating himself into the culture of the firm. He learns how to talk the language. I wish I could use him for everything we do, I typically bring him into the most strategic initiatives we are doing, the things that are high stake, the things that I need to have succeed. He gets the A-level stuff from us.”
