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Jennifer Palmer Farrington | Accounting & Finance Show

Chief Marketing Officer
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Jennifer is the Chief Marketing Officer at Mazars USA, overseeing marketing and business development for all practice groups and service lines. She creates profitable operations, results-driven campaigns, and brand recognition, using multiple marketing channels, to increase qualified sales leads and revenue.
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Winning New Business Through Marketing Mastery

Winning New Business Through Marketing Mastery
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Jennifer recently spoke on the “Winning New Business Through Marketing Mastery” where she provided actionable steps accountants can take to drive new client growth. Jennifer emphasized that you must first understand the segments of your clients and the channels through which you reach them; once you answer these questions, you can create a customized journey.

Jennifer also discussed the importance of creating a content calendar and explained how marketers can take one piece of content and distribute on various channels, thus amplifying their voice and message.

She emphasized the importance of KPIs in measuring ROI, highlighting three actions to take before beginning your campaign: decide what KPIs you are looking to measure, such as referrals generated or RFPs submitted; schedule specific checkpoints throughout the year to review progress; and determine what you would like to see in advance so you can pivot if you don’t see your desired results.

Jennifer noted that the marketing team’s embrace of digital and social marketing tactics are instrumental in driving business leads for Mazars USA.