Accounting Firms Boost Marketing Investment to Drive Revenue Growth

Accounting firms with the fastest revenue growth are spending more than twice as much on marketing. They do this in comparison to their slower-growing peers. This information comes from the 2025–26 Marketing Budget Benchmark Study. The study was conducted by the Hinge Research Institute and the Association for Accounting Marketing.

The study surveyed 87 accounting firms representing over 1,000 offices and 66,000 employees, with a combined revenue exceeding $16 billion. It found that high-growth firms allocate an average of 2.1% of their annual revenue to marketing, excluding compensation costs. By comparison, slower-growing firms spend approximately 1%.

The report highlights a clear correlation between marketing investment and firm growth. High-growth firms achieved an average compound annual growth rate of 38.5%, far outpacing their lower-growth competitors.

Marketing is no longer seen as a discretionary expense by these firms. Instead, it has become a strategic function essential to building brand visibility, client acquisition, and long-term market positioning. High-growth firms invest in many activities. These include digital marketing, search engine optimisation, content creation, branded events, and thought leadership campaigns. Many are also deploying customer relationship management systems and marketing automation to improve campaign measurement and return on investment.

The study also found that firms experiencing rapid growth allocate significantly more of their marketing budget to employer branding. This amounts to 66% more than their slower-growing peers. In addition, they spend 21% more on in-person events such as conferences and client workshops. This suggests a broader marketing approach that supports both business development and talent acquisition.

For a mid-sized firm generating £50 million in annual revenue, the 2.1% marketing spend translates into a budget of over £1 million each year. Firms making this level of investment report stronger profit margins, improved client retention, and enhanced brand recognition.

In a highly competitive market, clients demand greater value. Technology disrupts traditional service models. As a result, marketing spend has become a reliable indicator of future success. Firms that consistently invest in marketing are better equipped to differentiate themselves and capture market share.

The findings mark a shift in the accounting sector’s approach to growth. Marketing is emerging as a core pillar of strategy, on par with technology and recruitment. The fastest-growing firms understand that technical expertise alone is insufficient to win business. Visibility, reputation, and consistent client engagement are now critical factors that require sustained and deliberate investment.

The sector faces ongoing pressures from pricing competition. It also struggles with talent shortages. Marketing will play an increasingly important role in driving sustainable growth.