5 min to read

accounting firms

accounting firms

Creating a go-to-market strategy for your accounting business can be difficult. There are so many factors to consider: the type of accounting services you offer, your target market, your pricing, how you're going to promote your business, and more.

In this article, we'll walk you through the process of creating a go-to-market strategy that will work for your business.

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What Is a Go-to-Market Strategy?

go to market strategy

Go To Market Strategy

A go-to-market strategy is a plan that spells out how you're going to reach your target customers and generate leads. It's your road map to success, so you need to take the time to create a strategy that works for your accounting business.

There are a few key things to keep in mind when you're putting together your go-to-market strategy:

1. Who is your target audience?

2. What are their needs?

3. What type of messaging will resonate with them?

4. How will you reach them?

5. What are your goals?

When it comes to creating a go-to-market strategy for your accounting business, you first need to take a step back and assess your situation. What are your strengths and weaknesses? What is your target market?

Once you have a good understanding of those things, you can start to develop a strategy that will work for you. There are a lot of different ways to go to market, so you need to find the one that best suits your business.

Create a value matrix and determine your consumer persona to set yourself out from the competition

Value Matrix

Value Matrix

So, you've created a killer go-to-market strategy for your accounting business. But how do you know if it's going to work?

The first step is to create a value matrix. This will help you to determine the features and benefits of your product or service, and how they compare to your competition.

Once you have this information, you need to create a consumer persona. This is a fictional character that represents your ideal customer. By understanding who this person is, you can tailor your marketing efforts to match their needs and desires.

Shorten the sales cycle and offer a clear call to action.

sales cycle

sales cycle

Image: HubSpot

When it comes to your go-to-market strategy, one of the most important things to keep in mind is shortening the sales cycle. This means making it easy for potential clients to understand what you're offering and what they need to do to take advantage of it.

Your call to action should be clear and concise, and it's a good idea to use a mix of channels to reach your target audience. This could include advertising, content marketing, social media, and targeted email campaigns.

By using a mix of tactics, you can appeal to potential clients from all walks of life, which will help you close more deals and grow your accounting business.

Optimize your ad strategy by starting with lower budgets and doubling on what works

ad strategy

ad strategy

When you're starting out, it's important to optimize your ad strategy by starting with lower budgets and doubling on what works. You can do this by looking at what ads are getting the most traction and then allocating more budget to those campaigns.

Another thing you can do is test different ad strategies to see what works best for your business. Maybe you want to try a boosted post on Facebook or a Google AdWords campaign. Or maybe you want to experiment with different channels, like LinkedIn or Snapchat.

The key is to be flexible and willing to change course if something isn't working. And don't be afraid to spend money on marketing—it's an investment that will pay off in the long run.

Use both inbound and outbound marketing to excel

You can't rely on just one form of marketing to bring in leads and close sales. In order to be successful, you need to use both inbound and outbound marketing.

Inbound marketing is all about attracting customers through content that's valuable and relevant to them. You create blog posts, whitepapers, eBooks, and other content that helps your target audience learn more about accounting and how it can benefit them.

Outbound marketing is about reaching out to customers who are already interested in accounting services. You might do this by cold calling or emailing potential clients, or even attending tradeshows and networking events.

Both inbound and outbound marketing have their place in your go-to-market strategy. By using a mix of both, you'll be able to reach more potential customers and close more sales.

The 4Ps of Marketing

When it comes to creating a go-to-market strategy for your accounting business, it's important to think about the 4Ps of marketing: product, price, promotion, and place.

Product: What services or products do you offer? What are your key selling points?

Price: How do you price your services? What is your value proposition?

Promotion: How will you market your services? What are your marketing goals?

Place: Where will you sell your services? What is your distribution strategy?

STP Analysis - Segmentation, Targeting, and Positioning

When it comes to your go-to-market strategy, you need to think about your target audience. Who are you selling to? What needs does this market have that you can address?

Segmentation, targeting, and positioning (or STP) is a process that can help you answer these questions. Segmentation is when you divide your target market into smaller groups based on common characteristics.

Once you've segmented your market, you need to figure out who you're targeting. This is where your research comes in handy—you need to know what needs each segment has and what solutions you can offer them.

Finally, you need to decide how you're going to position yourself in the market. What's your unique selling proposition? How are you different from the competition? This is where you need to get creative and think outside the box.

Evaluate and Adjust Your Strategy

Now that you have a solid go-to-market strategy in place, it's time to evaluate how well it's working. Remember, things are always going to change, so you need to be prepared to adjust your strategy as needed.

Are you seeing the results you want? If not, it might be time to tweak your plan. Keep in mind that there's no such thing as a perfect strategy, so be prepared to make changes as you go along.

The most important thing is to stay flexible and be willing to adapt as needed. That's the key to success in every business.


Creating a go-to-market strategy for your accounting business can be tricky, but if you follow these tips, you'll be on your way to success.

Tip #1: Know your audience.

Tip #2: Identify your key differentiators.

Tip #3: Create a strong message.

Tip #4: Make a plan.

If you can focus on these key components, you'll be well on your way to creating a successful go-to-market strategy for your accounting business.

About Bruno Gavino

Bruno Gavino is the CEO and partner of Codedesign, a digital marketing agency with a strong international presence. Based in Lisbon, Portugal, with offices in Boston, Singapore, and Manchester (UK) Codedesign has been recognized as one of the top interactive agencies and eCommerce agencies. Awarded Top B2B Company in Europe and Top B2C company in retail, Codedesign aims to foster personal relationships with clients and create a positive work environment for its team.  

He emphasizes the need for digital agencies to focus on data optimization and performance to meet the increasingly results-driven demands of clients. His experience in digital marketing, combined with a unique background that includes engineering and data, contributes to his effective and multifaceted leadership style.

Follow Bruno Gavino on Linkedin

About Codedesign

Codedesign is a digital marketing agency with a strong multicultural and international presence, offering expert services in digital marketing. Our digital agency in Lisbon, Boston, and Manchester enables us to provide market-ready strategies that suit a wide range of clients across the globe (both B2B and B2C). We specialize in creating impactful online experiences, focusing on making your digital presence strong and efficient. Our approach is straightforward and effective, ensuring that every client receives a personalized service that truly meets their needs.

Our digital agency is committed to using the latest data and technology to help your business stand out. Whether you're looking to increase your online visibility, connect better with your audience, get more leads, or grow your online sales. For more information, read our Digital Strategy Blog or to start your journey with us, please feel free to contact us.

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- Digital Agency
- Digital Marketing Agency
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Feel free to contact us to see the unprecedented growth of your business.

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