Inbound Marketing
Case Study

BeachFleischman PC Gains Brand Positioning with Annual CFO Survey

Ingenuity helped BeachFleischman, one of the top 200 largest independent CPA and advisory firms in the U.S., develop a comprehensive CFO pulse survey. The main goal of the survey is to demonstrate the firm’s thought leadership and consulting with CFOs in several industries, but also to be the firm’s primary business development and lead generator. The survey delivers analysis of issues of importance to CFOs and business owners in the cities of Tucson and Phoenix as well as statewide in Arizona. This brand positioning gives the firm an edge for promoting business advisory services to CFOs and executives in the region.

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Strategy

By outsourcing the research, survey methodology, data analysis, and copywriting to Ingenuity Marketing Group, BeachFleischman’s CMO and marketing staff can focus on high-level strategy. This strategy includes cultivating key sponsorship opportunities to promote survey results and also a refined lead nurturing strategy through the firm website. Ingenuity consulted on the style of survey and methodology, and then handled market research to identify potential trends of importance in the Phoenix and Tucson region as well as trends of importance among BeachFleischman’s niche industry groups. From that research, we developed the survey questions. The survey can be taken by third-party phone interview, to get more in-depth responses, or electronically. Once the survey closes, Ingenuity provides interpretation and written analysis of survey responses.

Design and Promotion

When writing the report, Ingenuity provides BeachFleischman with suggested graphic charts and visuals as well as CFO quotes and callouts to support design. Our team consults on layout and visuals with their in-house graphics team through the proofing process. BeachFleischman then promotes a pdf of the annual survey report on the firm’s home page as a free, gated download. The firm can gather lead contacts through that landing page. Ingenuity also created a PR strategy to pitch the report results to industry associations, business and daily news media. The report is also sent to prospective clients as a sales tool. Excerpts from the report are used in proposals.

Results

BeachFleischman has developed a following after several years of conducting and publishing an annual survey. The firm is the only one in Arizona publishing this kind of survey. The quality, industry-specific and city-specific content is valuable to share with prospects to position BeachFleischman as a thought leader. Visits to the website have doubled to almost 50,000 a year. The survey landing page receives an average of 11,000 unique visits a year. Qualified web leads during the survey promotion period have brought in at least  $500,000 in new firm revenue (based on average revenue calculations for every 100 new leads). The CMO at BeachFleischman is pleased with the value, content and business development opportunities with this special project.

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“Following your EXCELLENT guidance and PR strategy (and email scripts), I received interest from two reporters at the Phoenix Business Journal. One reporter covers the technology sector and the other covers the healthcare sector. Both responded to my email, and the tech reporter has already written a piece about our findings on talent shortages. Our CEO and our shareholder in charge of our high-tech sector were quoted. We have also received interest from other media, including a Phoenix radio station and online magazine. Ingenuity’s PR strategies have shown us even more ways to leverage the data in our survey for market visibility.”

Eric Majchrzak, Shareholder –
Chief Marketing Officer, BeachFleischman PC