{"id":11916,"date":"2024-11-06T09:47:13","date_gmt":"2024-11-06T09:47:13","guid":{"rendered":"https:\/\/www.accountex.co.uk\/insight\/?p=11916"},"modified":"2024-11-06T09:47:13","modified_gmt":"2024-11-06T09:47:13","slug":"3-minutes-with-callum-macrae","status":"publish","type":"post","link":"https:\/\/www.accountex.co.uk\/insight\/2024\/11\/06\/3-minutes-with-callum-macrae\/","title":{"rendered":"3 minutes with Callum Macrae"},"content":{"rendered":"<div class=\"page-wrapper\">\n<div class=\"sections-container\">\n<div class=\"tribe-common tribe-events tribe-events-view tribe-events-view--organizer tribe-events-view--list tribe-events-pro tribe-common--breakpoint-xsmall tribe-common--breakpoint-medium tribe-common--breakpoint-full\" data-js=\"tribe-events-view\" data-view-rest-url=\"https:\/\/www.accountex.co.uk\/london\/wp-json\/tribe\/views\/v2\/html\" data-view-rest-method=\"POST\" data-view-manage-url=\"1\" data-view-breakpoint-pointer=\"10722b29-90df-457a-9b2a-ac58231c6b20\">\n<div class=\"tribe-common-l-container tribe-events-l-container\">\n<header class=\"tribe-events-header tribe-events-header--has-event-search\">\n<div class=\"tribe-events-pro-organizer__meta\">\n<div class=\"organizer-page-speaker-description-box\">\n<div class=\"tribe-events-pro-organizer__meta-row tribe-common-g-row tribe-common-g-row--gutters\">\n<div class=\"tribe-events-pro-organizer__meta-content tribe-common-b1\">\n<p><strong>Callum is an experienced marketing leader with 14 years of B2B marketing expertise. Having led multi-channel strategies at IRIS, he&#8217;s an expert in driving growth through demand generation and strategic, creative campaigns. Now at JE Consulting, Callum applies his deep knowledge of SaaS, fintech, and professional services to create impactful marketing strategies. You may also know Callum from speaking at multiple events, including Accountex.<\/strong><\/p>\n<p><strong>From kicking off his career with an apprenticeship to building a personal brand, find out more about Callum&#8230;<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/header>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><strong>\u00a01. How did you get into the profession?<\/strong><\/p>\n<p>I kicked off my career back in 2010, choosing an apprenticeship over the university route, which led me to Keytime &#8211; then a small, independent software house in the accountancy sector. I was a marketing team of one, so it was a real crash course in everything from strategy to execution, and it was where I truly honed my craft. In 2015, Keytime was acquired by IRIS, one of the leading software brands in the industry. I saw it as a fantastic opportunity to grow alongside a major player. I spent nearly a decade there, eventually leading the marketing for the accountancy division. It was rewarding to play a significant role in shaping our direction and supporting the business as it grew in a competitive space.<\/p>\n<p><strong>\u00a02. What\u2019s the best advice you\u2019ve ever been given?\u00a0<\/strong><\/p>\n<p>For me, it was a real lightbulb moment when I was told, <em>\u201cIf you feel like an imposter, you\u2019re exactly where you need to be.\u201d<\/em> I\u2019d been dealing with imposter syndrome while trying to build my personal brand, and that advice really shifted my perspective. It reminded me that feeling uncomfortable or out of my depth is often a signal of growth. When we start feeling too comfortable, we become stagnant, so I\u2019ve learnt to lean into those moments of discomfort because that\u2019s where the real progress happens.<\/p>\n<p><strong>3. What do you see as key trends for the sector in the coming year?<\/strong><\/p>\n<p>AI is definitely top of mind, and accountants who embrace AI won\u2019t just have an edge &#8211; they\u2019ll be the ones who redefine the profession. AI isn\u2019t here to replace accountants, but those who leverage it will lead the way forward.<\/p>\n<p>From a marketing standpoint, there\u2019s a real shift in businesses strengthening their digital footprint, especially by showcasing their culture on websites and social media. That shift is because everyone wants to attract top talent. 65% of job seekers check company websites and 67% visit career pages before applying (according to LinkedIn), so we\u2019re working with businesses who recognise the importance of bringing their personality to life online, ensuring their digital presence genuinely reflects who they are.<\/p>\n<p><strong>\u00a04. What one person or business in the industry do you really admire and why?\u00a0<\/strong><\/p>\n<p>Just one? That\u2019s really hard! I\u2019d have to say Grace Hardy. She\u2019s built her business almost entirely through social media, which, to me, is the future of client attraction for accountants. Grace has shown how powerful a digital presence can be, and she\u2019s a great example of why it\u2019s so important to invest in your online footprint.<\/p>\n<p><strong>\u00a05.\u00a0What\u2019s the best part of your job?<\/strong><\/p>\n<p>As a marketer, I see ignoring marketing is like opening a business and keeping it a secret &#8211; you can\u2019t thrive if no one knows you exist. I love helping businesses shout about who they are, because the brands that succeed are the ones that tell a compelling story, and there\u2019s nothing more rewarding than seeing that story drive real growth.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Callum is an experienced marketing leader with 14 years of B2B marketing expertise. Having led multi-channel strategies at IRIS, he&#8217;s an expert in driving growth through demand generation and strategic, creative campaigns. Now at JE Consulting, Callum applies his deep knowledge of SaaS, fintech, and professional services to create impactful marketing strategies. You may also [&hellip;]<\/p>\n","protected":false},"author":8794,"featured_media":11917,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[443,20],"tags":[86,117,47,604],"class_list":{"0":"post-11916","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"category-people","9":"tag-ai","10":"tag-iris","11":"tag-marketing","12":"tag-talent"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 minutes with Callum Macrae - Accounting Insight News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.accountex.co.uk\/insight\/2024\/11\/06\/3-minutes-with-callum-macrae\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 minutes with Callum Macrae - Accounting Insight News\" \/>\n<meta property=\"og:description\" content=\"Callum is an experienced marketing leader with 14 years of B2B marketing expertise. 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