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.
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By GlobalDataThis 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.”
