Why this matters now
During off-peak periods, your CRM is your hidden marketing team. Every trust vesting date, family group, and client birthday is a touchpoint waiting to be activated. By integrating your CRM with smart marketing tools, you can spin up targeted campaigns that don’t just retain clients—they grow your practice.
What this means for Accounting Firms
Beyond the basics, here’s how accounting firms are getting creative with CRM-driven marketing:
🎯 Campaign Ideas Based on CRM Data
-
Entity milestone campaigns:
Automatically email company directors 11 months after incorporation with a reminder about ASIC renewals and a value-add service package. -
SMS tax planning nudges:
Trigger a text in early May reminding business clients to book a review meeting before 30 June. -
Family group marketing:
Map families in your CRM and send themed campaigns (e.g. “Planning Ahead for 2026 Trust Law Changes”) to the whole group, not just the primary contact. -
Young adults campaign:
Reach out to adult children turning 18 or 21 with educational series on “Getting Your First Tax Return Right” or “Your First Super Fund”. -
Dormant client reactivation:
Auto-tag clients who haven’t had a lodgement in 18 months and trigger a sequence offering a re-engagement meeting. -
Referral triggers:
After a successful engagement is marked ‘complete’, trigger a post-project email asking for a Google review or referral. -
SMS + email combo:
Email a checklist (“Have you reviewed your trust deeds?”) and follow up with a short SMS 3 days later to boost open rates.
CRM → Campaign Process Map
Here’s a simplified flow of how this can work using your CRM and marketing automation:
📥 CRM Data → 🎯 Segmentation → ✏️ Content Creation → 🔁 Campaign Automation → 📊 Dashboard + Reporting
Step-by-step:
-
CRM Data
-
Key fields: DOB, trust vesting date, entity type, family group, last interaction date
-
-
Segmentation Logic
-
Example:
If client.type = 'trust' AND trust.vestingDate ≤ today+90d → Tag: VestingSoon
-
-
Content Creation
-
Build reusable templates for common triggers (birthdays, trust vesting, EOFY prep)
-
-
Campaign Automation
-
Use tools like Pardot, BOMA, HubSpot, or Campaign Monitor to send emails/SMS
-
Include dynamic fields (e.g. “Hi {firstName}, your trust is vesting on {vestingDate}”)
-
-
Dashboards & Reporting
-
Visualise open rates, client reactivations, follow-ups booked
-
CRM dashboards to track campaign impact by accountant or business unit
-
Tools to Consider
-
Campaign Monitor: Great for email templates and simple automations
-
Pardot (Account Engagement): Advanced segmentation and Salesforce native
-
BOMA: Built for accountants; includes ready-made templates from CA ANZ
-
SMS integration: SMSGlobal, 360SMS, or Twilio
What Argo Logic Recommends
-
We connect your Salesforce or Xero Practice Manager (and Class/BGL Data) CRM to your marketing system
-
We help you define triggers like:
-
Trust vesting within 90 days
-
Clients with inactive jobs for >12 months
-
Young adults turning 18
-
Clients flagged as “low engagement”
-
-
We build pre-configured campaigns with email + SMS
-
We visualise performance in dashboards you already use
-
We make AML/KYC onboarding part of the journey—using modern digital tools (like how betting companies verify ID in minutes, without paper forms)
💡 Think of your onboarding and marketing flows like a wealth firm’s funnel—not just admin tasks, but a growth engine.
Takeaway Tips
-
Treat your CRM like a marketing assistant, not just a client database
-
Use automation to match outreach to trust dates, birthdays, life events and family connections
-
Proactively engage during quiet periods based on staff capacity tracking
-
Integrate SMS for urgency and high response rates
-
AML/KYC doesn’t have to be painful—your onboarding can be just as slick as fintechs
-
Track it all with dashboards so your partners see the ROI
Let your CRM drive your next marketing win.
👉 Book a free AI-readiness session
👉 See how Argo Logic helps firms like yours
👉 Take our Tranche 2 Assessment for Accountants
