Instructor
Lina Horner
Instructor
Lina Horner is the VP of Marketing at TaxDome, a fast-growing SaaS platform serving thousands of accounting and tax firms globally. She leads TaxDome's global marketing organization across brand, content, demand generation, events, and community, after 12 years building and running her own marketing agency.
Lina is known for turning complex products into clear, confident positioning that helps firm owners make better decisions. With a background in brand strategy, growth marketing, and agency leadership, she brings a global perspective and a sharp focus on how modern firms grow, communicate, and earn lasting client trust.
This session explores insights from a first-of-its-kind study of 350+ U.S. business clients who work with accounting firms. Attendees will learn why business clients increasingly choose niche accounting firms, how specialization affects their willingness to pay, and which industries value expertise most. The presentation offers data-backed strategies for growing accounting firms by aligning service offerings with specific vertical needs. It also includes real-world examples of firms successfully leveraging niche positioning to build their client base and command premium pricing.
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Accounting firm owners, partners, practice leaders, business development professionals, client advisory services leaders, and managers responsible for firm growth, niche strategy, pricing, client acquisition, or service-line development. This session is also appropriate for CPAs and accounting professionals interested in understanding how business clients evaluate specialized accounting expertise and how firms can position their services to attract higher-value clients.
