Marketing cutting-edge tax solutions

For most individual taxpayers, Tax Day is an annual ritual that involves a largely one-off interaction with self-filing platforms like TurboTax or with accountants. For accountants, however, Tax Day is an ongoing operational and marketing process—both satisfying clients in time for the April deadline, while also growing customer bases and revenues.

Given that cadence, both accountants and tax solutions follow a unique sales calendar, deploying sector-specific strategies: 

Showcasing dynamic expertise

Whether they acknowledge it consciously or not, consumer and business clients alike face a dynamic regulatory framework when it comes to taxes. From new international tax regulations to the ascendance of alternative assets like crypto, these clients confront a complex web of rules that are hard to make sense of alone.

By showcasing thought leadership, both platforms and accountants can assuage potential clients’ anxieties—and attract them in the process. Informative, SEO-friendly content in the form of blog posts, podcasts, and explainer videos can generate promising ROI. 

Engaging relevant stakeholders

B2B tax solutions arguably face a more challenging customer acquisition process than their B2C counterparts. With more points of contact than B2C settings have, these sales efforts require a diverse range of engagements—from CFOs to individual accountants—as well as targeted contact with each of these constituent classes. 

As a result, B2B tax solutions have to flaunt a wider range of benefits to signing up for their platform. From ease of use, to cost savings, to potential staffing reductions, platforms’ salespeople have to come prepared with a wide mix of answers and concerns to address. 

Retaining existing clients

Finally, existing clients can be a tax solution’s or accountant’s greatest ally. Ensuring ongoing (but not overbearing) engagement can help minimize YoY leakages and help product teams build out customer-centric roadmaps to continue remaining relevant. 

Engagement via email, events—and, for more old-school clients, even mailers—can help platforms and accountants maintain a solid foundation for scaling.