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AAM Summit 2022: Recapping 4 Key Learnings from Louisville

The Association for Accounting Marketing recently held their annual AAM summit May 2-4 in Louisville, Kentucky at the Omni Louisville Hotel. 

A little background on AAM: The Association for Accounting Marketing is a national trade association and a one-of-a-kind network of marketing, business development and growth strategists. The association was formed to provide education, community and resources for accounting firms, CPAs, consulting firm marketing and sales professionals, partners, firm administrators, and representatives of businesses offering products and services to the accounting industry and marketing professionals.​

Introhive had the amazing opportunity to be a platinum sponsor and to speak, demo, and exhibit while we were there. We always look forward to seeing familiar faces from AAM and the chance to connect with newcomers.

AAM Summit Key Takeaways

We learned about a few big categories and themes while we were at AAM Summit, so I thought I’d condense them down to a few to recap the event:

  1. Strategic Account Management
  2. Customer Relationship Management
  3. Client Experience
  4. DE&I

Strategic Account Management

With the disruption caused by the pandemic, mapping a strategic plan has of course become critical to growth. The speakers for this session broke down the strategic planning process, offered insight into how to streamline these tactics and provide you with the tools to turn your marketing costs into revenue realizing investments. Technology has made this process easier than ever before.

Customer Relationship Management

CRM is a common pain point for firms far and wide. Marcum LLP and Introhive discussed selecting the right CRM for your firm size.  They highlighted case studies on how to avoid building a clunky tool and tackling adoption challenges for the group from the start. Last but not least, they shared innovative ways firm data can be integrated for use as marketers as well as for the firm as a whole.

Client Experience

Client experience (CX) is a journey. A firm’s ability to consistently deliver remarkable client experiences is also a journey. Whether you’re just getting started, or a CX guru, this session helped us think about the evolution to true client centricity. This discussion also offered insights on accounting CX trends and ways firms can leverage improvements in user experience (UX) and employee experience (EX) that drive sustainable improvements in CX to accelerate growth and profitability.


The importance of diversity, equity, inclusion, and accessibility has been established—but how we move forward necessarily hasn’t been. This session highlighted how in order to turn intent into action and grow inclusivity at your firm or organization, both internally and in your marketing strategy, marketing needs to be involved in discussions surrounding DE&I and how it can be better represented in your firm’s strategic messaging. 

While the AAM summit might be over, the learning is not. Download our brand new accounting guide now to learn Five ways Accounting firms are using data and AI to get ahead and stay ahead

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