Partner POV

Deneen Akture, MS

Chief Marketing and Communications Officer, BDO

Deneen has more than 25 years of experience encompassing brand, marketing, lead generation and corporate communications. As Chief Marketing and Communications Officer for BDO USA, P.C. she is responsible for the firm’s brand and marketing strategy, go-to-market programs, and internal communications. She also represents BDO USA on the International Brand and Marketing Committee of the BDO global network.

How do you envision digital transformation impacting the accounting industry, specifically in terms of marketing?

The digital economy is changing everything, and with unprecedented velocity. Client issues are more complex and require an expanding array of services and solutions. Today’s buyers expect faster response times, more personalized offerings, and greater access to insights and solutions. In an industry like ours that is built on relationships, the customer experience is more important than ever, and increasingly online. Marketing must transform to engage the modern buyer who is wellinformed and has high expectations by rethinking processes, deploying new technologies, and aligning skills and resources to deliver value and scale growth.

What role do you see yourself playing in leading your firm through the digital transformation journey?

I have always viewed marketing’s role as both a catalyst and a connector, leading transformation with a holistic view of the business. By understanding our buyers, listening to the market, and stewarding the brand, we can deliver a modern “revenue engine”that creates value and growth. We can also bring the broader transformation story to the market and showcase how we differentiate ourselves with empathy, creativity, and being data-driven.

What challenges have you encountered related to digital evolution?

Digital evolution means leading through constant change—changes in the market, in our business, and in how we go to market. It requires leadership buy-in, and a mindset shift to recognize marketing as a contributor to revenue. In navigating change, it’s important to meet both the organization and individuals where they are, with focus on clear communication, education, and agility to adapt to new processes and technologies.

How does BDO measure the success of its digital marketing initiatives, and what key performance indicators (KPIs) are considered most important?

We are measuring marketing attributable revenue and pipeline—both the programs and touch-points that are influencing revenue and pipeline, as well as the quality and conversion rates of the leads we produce. We also track metrics like new contacts, engagement trends, and ROI on marketing channels to optimize strategies and campaigns.

In an ever-evolving digital landscape, how do you stay adaptable to emerging trends, and what do you see as the next big developments in digital marketing for accounting firms?

I constantly research the changing landscape and utilize expertise, ideas and insights from my team. Taking a proactive approach to innovation, we focus on what works for our business and follow a roadmap that’s mindful of where we are in our transformation journey. I think applying insights from data-driven marketing and the thoughtful application of generative AI are the next big developments that can enhance the client experience and efficiency.

Interview by Christine Proulx Grzyb