The Association for Accounting Marketing (AAM) has reported in a study that high-growth accounting firms allocate twice as much of their revenue to marketing expenses compared to other firms.
Conducted along with Hinge Research Institute, the 2025-26 AAM Marketing Budget Benchmark Study, involved 87 firms with more than $16bn in combined annual revenues.
It highlighted the strategic investment in marketing as a key driver for growth within the sector.
The study showcased that high-growth firms, defined as those in the top 25% for compound annual growth rate over three years, allocate 2.1% of their revenue to marketing, excluding compensation.
This is double the 1% spent by other firms in the sample.
These high-growth firms achieve a revenue growth rate of 38.5%, up to seven times faster than their slower-growing counterparts.
This rapid growth is linked to their strategic marketing investments.
In terms of staffing, high-growth firms maintain a marketing staff-to-full-time employee ratio of 1:49, compared to 1:57 for low-growth firms.
However, marketing team members at high-growth firms earn 27% less on average than those at slower-growing firms.
The study further highlighted that high-growth firms invest significantly more in recruiting and developing their employer brands, spending 66% more of their budget on these activities than their low-growth counterparts.
Additionally, the research emphasised the continued importance of face-to-face marketing. High-growth entities invest 21% more of their budget on conferences and other in-person events than their slower-growing peers, with 29.6% of their budget dedicated to such activities.
Laura Metz AAM president said: “Today’s high-performing accounting firms are taking a somewhat more balanced approach to marketing.
“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.”
“Accounting firms marketing spend linked to revenue” was originally created and published by The Accountant, a GlobalData owned brand.
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