ADVERTISING & MARKETING
How Modern CPA Booked 30 Meetings With Accounting Firm Partners and Had to Hire Another Sales Rep to Keep Up
~10 meetings per month
meetings booked in 3 months
Reply Rate
Outbound channel used
CLIENT REVIEW
Hear it straight from the client
Martin Popiel
CEO at MODERNCPA
THE CHALLENGE
Where they were stuck
Modern CPA (now FirmOS) helps accounting firms grow through structured marketing systems. Their challenge was reaching managing partners at CPA firms, conservative buyers who move slowly, distrust marketing promises, and personally control marketing decisions at their practices.
Managing partners are conservative buyers who distrust marketing agency promises
Accounting firm decision-makers move slowly and require high-credibility outreach
Internal pipeline generation was insufficient to support growth targets
THE SYSTEM WE BUILT
How we solved their problems
Identify Growth-Ready Firms
Targeted managing partners at firms with 3 to 10 CPAs, a sweet spot where the practice is large enough to invest in growth but small enough that the managing partner still makes marketing decisions personally. Growth signals like recent hiring activity and new service line announcements helped identify firms in active growth mode.
Anchor on Verified Outcomes
Cold email messaging anchored on a specific, verifiable outcome: Modern CPA's clients adding $500K+ in recurring revenue. That number was specific enough to be credible and large enough to command attention from a partner who measures success in billable hours and client retention.
Scale With Multi-Channel
LinkedIn outreach targeted managing partners with engagement focused on practice management and firm growth discussions. AI cold calling reached partners at larger firms using peer-level scripts that positioned conversations as strategy discussions rather than sales pitches. The combined pressure generated enough pipeline to require hiring another sales rep.
Accounting firm managing partners are conservative buyers who move slowly and distrust marketing promises. That makes outbound in this space a patience game built on credibility. Modern CPA (now FirmOS) needed a reliable pipeline of conversations with these decision-makers without resorting to the generic agency pitches that get immediately deleted.
The targeting focused on managing partners at firms with 3 to 10 CPAs, a sweet spot where the practice is large enough to invest in growth but small enough that the partner still makes marketing decisions personally. Growth signals like recent hiring activity and new service line announcements helped identify firms in active growth mode rather than those content with their current book of business.
Cold email messaging anchored on a specific, verifiable outcome: Modern CPA's clients adding $500K+ in recurring revenue. That number was specific enough to be credible and large enough to command attention from a partner who measures success in billable hours and client retention. LinkedIn outreach targeted the same managing partners with engagement focused on practice management content. AI cold calling served as a third channel for partners at larger firms, using peer-level scripts that positioned conversations as strategy discussions rather than sales pitches.
The multi-channel pressure worked: the campaign hit a 24% reply rate and booked 30 meetings in 3 months, generating so much inbound demand that Modern CPA had to hire another sales rep to handle the pipeline. As CEO Martin Popiel put it: "Call volume has gone up significantly. We had to hire another Sales Rep."
