Name: Natalie McCann
Title: National Account Manager & Marketing Strategist
Years of Experience: 22
College Name & Degree(s): Bowling Green State University | Bachelor of Science degree in Business Administration with a focus in Marketing
Company Name: Thomson Reuters Checkpoint Marketing
Email Address: natalie.mccann@thomsonreuters.com
Professional Memberships: Association for Accounting Marketing (AAM)
Twitter Handle: @natmccann
LinkedIn Profile: https://www.linkedin.com/in/nataliemccann/
What are your thoughts on evolving marketing technology?
I think it’s great in helping us be more methodical and data driven in how we execute our plans. It not only supports the execution of much of our efforts but it also provides information to show a clear return on investment. Although it’s fantastic to have these wonderful resources, it doesn’t replace the human analysis that can act on the nuances of a program or can identify when a change is needed mid-stream.
What have you learned the hard way?
When I was an accounting marketer, I learned that as much as we want them to, accountants aren’t going to suddenly take time to market themselves during tax season.
What is a “must know” for new accounting marketers?
Get to know all of your partners, but spend the majority of your time with marketing supporters at all levels. The young team members will grow into experienced professionals, so giving them guidance when they start out will help them not only be successful later but forge a relationship as they grow in your firm.
What is the biggest benefit you receive from your AAM membership or what affect has AAM had on your career?
Getting involved in AAM, especially by joining a committee and becoming the chair, has been beneficial in helping me develop my network, learn about successful techniques used by our members, and gain new skills. You will learn a lot by actively participating; this will enable you to hone skills like writing, leadership, and planning. AAM members are the most generous people I have known and have truly helped me survive and thrive during my 20 years as an in-house marketer. By participating in AAM webinars, conferences, virtual campfires, and also reading the association’s various publications, you can see how different firms operate and learn how other marketers executed a plan you might be working on for your firm.
Share one marketing tip.
Don’t forget to share information about your firm culture (internal events, new babies, promotions, volunteering, etc.) on social media and in your communications. It further deepens the relationship your clients have with your team and also resonates with potential recruits.
What do you feel is the biggest issue facing accounting marketers today?
I feel that staying ahead of trends continues to be an issue. Technology, with the help of sophisticated marketers, has changed the face of marketing in general, but it has had a slower impact on our industry. The earlier you can adopt new technology and discover innovative ways of serving current clients and reaching new clients, the better your firm will be overall. Going back to my earlier statement about getting involved in AAM, active members become aware of trends and how to work them into their plans much earlier.
What would you be doing if you had not become a marketer?
I think I might be selling securities or running a hotel if I had not become a marketer.
What is the biggest project you are working on right now?
As a supporter of the industry, I’m always consulting with firms on how to leverage their Checkpoint Marketing content solutions. With the recent tax reform, our customers are telling us they are inundated with calls and emails from clients regarding the changes and how it will impact them. To better serve our customers, we have spent a lot of time providing them with ideas to get maximum value from their tax reform content while also working on new content lines that support their changing needs.
What books have you read recently that you feel would be beneficial to other AAM members?
I would suggest the book “You are a Badass: How to Stop Doubting Your Greatness and Start Living an Awesome Life” by Jen Sincero. Many accounting firm marketers are a department of one, and this can sometimes make you feel like an outsider. Your brain works differently than the accountants, but remember – that’s why your firm hired you! The author gives you inspiration on how to keep going evenwhen doubt creeps in.