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Managing the Expanding Demands for Marketing Communications: Strategies for Today’s Accounting Firm

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In an era where the scope of marketing communications is rapidly evolving, Chief Marketing Officers (CMOs) and Chief Growth Officers (CGOs) face unprecedented challenges. The expansion into nontraditional areas such as Environmental, Social, and Governance (ESG) issues, digital transformation, internal communications, and employee branding necessitates a reevaluation of traditional marketing strategies.

As a growth leader in this dynamic landscape, how can you effectively manage these expanding demands?

Embrace a holistic marketing approach

Traditional marketing often operates in silos, but today's challenges require a more integrated approach.

ESG, digital transformation, internal communications, and employee branding aren’t standalone issues—they’re interconnected facets of your firm’s identity and value proposition. A holistic marketing strategy allows you to create a cohesive narrative that aligns these elements with your firm's core mission and values.

Invest in digital transformation

Digital transformation is no longer optional; it's a necessity. This means not only upgrading your technology but also ensuring that your marketing team is digitally savvy.

Invest in training and development to ensure your team is equipped with the latest digital marketing tools and techniques. This will enhance your firm’s ability to engage with clients and stakeholders in the digital space—an essential component of modern marketing.

Prioritize ESG communications

ESG is increasingly important to clients, investors and the public, so your marketing communications must reflect this.

Develop a strategy highlighting your firm’s commitment to sustainability, ethical practices and social responsibility. This can involve storytelling that showcases your firm's ESG initiatives, thought leadership in sustainability practices and transparent reporting on your firm’s ESG performance.

Strengthen internal communications

Internal communications ensure that your employees understand and are aligned with your firm’s goals and values. This is particularly important in times of change, such as during digital transformation or when reinforcing your firm’s stance on ESG issues. Effective internal communications foster a sense of belonging and purpose, which is vital for employee retention and branding.

Focus on employee branding

Your employees are your most valuable asset and your most influential brand ambassadors. Developing a solid employee branding strategy improves morale and retention and enhances your firm's reputation in the market.

Encourage your team to engage on professional platforms like LinkedIn, share their insights and experiences, and become thought leaders in their respective fields. This not only boosts your firm's profile but also attracts top talent.

Leverage data and analytics

In the marketing communications, data is king. Utilize analytics to gain insights into what resonates with your audience, particularly in nontraditional areas.

Understand the impact of your ESG communications, measure the effectiveness of your digital transformation efforts and gauge engagement through data. This will enable you to make informed decisions and adjust your strategies for better outcomes.

Collaborate and innovate

Lastly, collaboration and innovation are essential. Work closely with other departments, including human resources, IT and operations, to ensure your marketing communications align with overall business objectives. Encourage a culture of innovation within your team, where new ideas for engaging with nontraditional areas are welcomed and explored.

As the demands on marketing communications in large accounting firms evolve, so must the strategies of their CMOs and CGOs. By embracing a holistic approach, investing in digital proficiency, prioritizing ESG, strengthening internal and employee communications, leveraging data and fostering collaboration and innovation, growth leaders can effectively manage these expanding demands.

The goal is clear: to build a resilient, forward-thinking marketing department that not only responds to current challenges but also anticipates future trends.


Do you want to fast-track your firm's success in the areas of marketing and business development?

The Boomer Marketing & Business Development Circle is a peer group of top marketing and business development leaders in the accounting profession who are committed to aligning marketing and business development initiatives with firm strategy. Apply now to get plugged into the Circle and start growing your firm.


Heather Robinson, Marketing, Boomer Consulting
Heather Robinson

As the Marketing Manager for Boomer Consulting, Inc., Heather’s primary focus is on developing the firm’s marketing strategy and brand awareness to help drive business results. She is one of the leads of the Marketing & Business Development Circle. Internally she manages and executes marketing and business development initiatives, with daily oversight of the website, social media, and thought leadership content. In addition, as a part of the Business Development team, she provides leadership and strategic planning on marketing and communication practices for the firm.


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