august2022 - 19

SPONSORED CONTENT
Mailchimp + QuickBooks Online Helps The W2
Group Manage Marketing and Sales
By Scott Cytron
WHILE ANY TIME of the year is a good time to market your
practice, secure referrals, and convert prospects, many
accounting and tax professionals focus on retention and
recruitment during the summer and into the fall when they
are not as involved in tax planning and preparation.
One of Intuit's newest acquisitions,
Mailchimp, is designed to do
all of this, and more, and it's useful
for your firm and for your clients
who use QuickBooks Online. Because
Mailchimp integrates with QuickBooks
Online, you can automatically
sync your invoice data with your
marketing efforts.
To find out how Mailchimp is
being used in a CPA's practice, I sat
down with Jeff Wilson II, CPA/PFS,
CGMA, CFE, CDFA, owner of The
W2 Group in Upper Marlboro, MD.
Jeff has a full-service practice with
several niches, including the federal
government and municipalities, labor
unions, professional associations, and
alumni associations.
Scott Cytron: When
did you begin using
Mailchimp, and why did
you choose that over
some other name-brand
competitors?
Jeff Wilson: We started
using Mailchimp in early
2022, having realized
that we likely reached
the tipping point of all of
the organic growth we
would be able to generate. We needed
to find a solution that would allow us
to communicate with our current
customers and facilitate marketing
to new customers. When looking at
marketing solutions, we identified
Mailchimp as the most practical
solution based on its ease of use,
data insights, and API flexibility and
integration.
SC: That's great. Now tell me a
few use cases for Mailchimp in your
practice. How are you using it for
marketing?
JW: We believe our customers
can be pulled into our business via a
journey. That journey typically starts
with downloading lead magnets or
other resources from our website. All
of our lead magnets and resources are
provided using Mailchimp. This allows
us to collect marketing data from
potential customers, and begins the
journey of enabling future customers
to understand who we are, what we
are, and why we can service their
needs. Next, we use Mailchimp to
deliver additional marketing and
information to these potential clients.
The consistent marketing element
that Mailchimp allows helps lead
the client on a journey to eventually
buying services from us.
SC: I know you're integrating
Mailchimp with QuickBooks Online;
tell me more about the integration
and why this is beneficial to your
marketing efforts.
JW: The Mailchimp and QuickBooks
Online integration is terrific,
and is the beginning that small businesses
need to leverage big data to
drive the growth of their companies.
The Mailchimp and QuickBooks
Online integration allow us to track
our customers by segment. This gives
us insights on our top-selling services
and products. It helps us identify our
top clients. It also helps us leverage
that data to make essential decisions
on the future of our sales and marketing
campaigns.
SC: I know keeping track of leads
can be difficult. What else are you
integrating Mailchimp with, and
how have those integrations been
beneficial?
JW: We also integrate Mailchimp
with our Monday.com system to manage
our sales pipeline, prospects, and
lead status. Mailchimp allows us to
nurture our contacts and prospects
in one place, and close our qualified
leads in another. Our qualified leads
are converted over from prospects in
Mailchimp and pushed to Monday.
com once qualified. This allows our
sales team to focus on closing qualified
leads.
SC: This has been great, Jeff.
What's your advice to other tax and
accounting pros who are on the fence
about using something like Mailchimp
in their practice?
JW: I say to think of your growth
trajectory. Think of how you want
clients to experience your business.
Think of how you want future
prospects to see your organization.
Mailchimp allows you to give your
current clients and future prospects
a sense of who and what your organization
stands for. It allows you to
provide a consistent message about
your services and your culture. The
ease of use and integration Mailchimp
provides is a one-of-a-kind service.
With the integration of Mailchimp and
QuickBooks Online, your organization
can now market and communicate
with clients and prospects just like a
large organization.
MORE INFORMATION
Watch this special video by Hector
Garcia on how to integrate Mailchimp
with QuickBooks Online: https://
www.firmofthefuture.com/content/
how-to-integrate-mailchimp-withquickbooks-online/
For
a limited time, QuickBooks
Gold, Platinum, and Elite ProAdvisors
can get 15% off and premium support
when they sign up for Mailchimp
(https://app.qbo.intuit.com/app/
login?pagereq=proadvisor). Terms
and Conditions apply. See ProAdvisor
Benefits Tab for more information. Not
a ProAdvisor? Find out more about the
program at https://quickbooks.intuit.
com/accountants/proadvisor. ■
The ProAdvisor
Spotlight is sponsored by
AUGUST 2022 ■ www.CPAPracticeAdvisor.com
19
http://www.Monday.com https://www.firmofthefuture.com/content/how-to-integrate-mailchimp-with-quickbooks-online/ https://www.firmofthefuture.com/content/how-to-integrate-mailchimp-with-quickbooks-online/ https://app.qbo.intuit.com/app/login?pagereq=proadvisor https://app.qbo.intuit.com/app/login?pagereq=proadvisor https://www.quickbooks.intuit.com/accountants/proadvisor https://www.quickbooks.intuit.com/accountants/proadvisor http://www.CPAPracticeAdvisor.com
august2022

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