A recent study from the Association for Accounting Marketing (AAM) and Hinge Marketing suggests a strong correlation between the level of marketing spend and revenue growth at accounting firms.
According to the study—in which 87 firms participated, representing 1,037 offices, 66,000 employees, and combined annual revenues of more than $16 billion—high-growth firms spend twice as much on marketing (excluding compensation) than all other firms in the sample (2.1% of revenue versus 1% of revenue).
What is considered a high-growth firm? “We define high-growth accounting firms in this study as those whose compound annual growth rate is in the top 25% of participating firms over a three-year evaluation period. Average-growth firms made up the middle 50%, and low-growth firms were in the bottom fourth of firms based on their annual growth rate,” AAM states in the report.
High-growth accounting firms’ revenues grew at a rate of 38.5%—up to seven times faster than their slower-growing peers, according to the study.
“When it comes to marketing, the accounting industry tends to be risk averse and invests less than most other professional services industries,” Liz Harr, managing partner at Hinge, said in a statement. “But the data shows that those that spend more on marketing are getting superior results.”
The report looks at how these high performers allocate their budgets compared to their slower-growing counterparts.
Some of that money is invested in their marketing team. High-growth accounting firms have a higher ratio of marketing staff to full-time equivalents than low-growth firms (1:49 vs. 1:57, respectively). Interestingly, the average salary of a high-growth firm marketing team member is 27% less than at the slowest-growing firms, AAM noted.
The 2025-26 AAM Marketing Budget Benchmark Study not only explores how accounting firms across the nation use their marketing budgets but also focuses on the marketing investments of high-growth accounting firms.
High-growth firms typically spend more on recruiting and their employer brands—the reputation, culture, employee experiences, and marketing that entice prospective hires to choose a firm over another, AAM and Hinge said. The best-performing firms spend 66% more of their budget on these activities than the low-growth group.
“Attracting and retaining top talent is a critical challenge in the accounting industry, and these firms take the challenge seriously,” the study states.
In addition, the study found that face-to-face marketing remains a critical component of accounting marketing—and high-growth firms know it. That’s why they invest 21% more of their marketing budget on conferences and other in-person events than their low-growth peers. The high-growth cohort allocates 29.6% of their budget to conferences and events, compared to 24.5% among the low-growth group. Conferences and events represent accounting firms’ second-largest marketing spending category (after people and resources), so this 21% differential adds up to a significant number of dollars, AAM and Hinge said.
“Today’s high-performing accounting firms are taking a somewhat more balanced approach to marketing,” said AAM President Laura Metz. “Digital and content marketing budgets are on the rise, but perhaps more than anything, high-growth firms are focused on nurturing relationships in person—whether at industry conferences or their own client-appreciation events. These gatherings aren’t just line items, they’re growth strategies where the strongest connections, best leads, and boldest brand moments take shape.”
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