Accounting firms are spending more than ever on marketing, but they’re also shifting their priorities, as the discipline becomes more embedded in the profession.

The average firm budget for marketing is up from last year at 3.94 percent of revenue, according to the Marketing Budget Benchmark Study recently conducted by the Association for Accounting Marketing and the Hinge Research Institute. That 3.94 percent includes the compensation of marketing staff, and is based on standardized spending categories for an apples-to-apples comparison.

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