BDO USA acquires martech consultancy DemandGen

BDO USA has acquired DemandGen, a Bay Area consulting firm focusing on marketing technology.

Founded in 2007, DemandGen delivers digital marketing strategy and technology services. The firm helps organizations plan, implement, and support marketing automation and CRM platforms from leading providers such as Adobe, Salesforce, and Oracle – enabling revenue growth, customer engagement, and customer loyalty.

Since its founding, DemandGen has completed more than 600 engagements with clients in a range of industries. The San Ramon, CA-based firm has more than 80 employees, according to LinkedIn.

BDO’s acquisition of DemandGen will bolster the accounting and consulting firm’s marketing technology advisory capability within its BDO Digital division.

BDO Digital launched in January 2020 and provides technology and transformation services and solutions to mid-market organizations. The division’s 400 multidisciplinary professionals advise on digital strategy, data analytics, change management, IT outsourcing, risk and compliance, cybersecurity, cloud solutions, and application development.

“The unforeseen challenges facing businesses over the past year pushed leaders to quickly prioritize digital transformation. The role of CMOs and other key marketing decision makers in identifying products, services, and processes that capitalize on these accelerated opportunities for growth has never been more important,” said Jay Duke, national managing partner for advisory services at BDO USA.

BDO is the seventh largest firm on Accounting Today’s 2020 rankings, with revenues of $1.64 billion. The firm reported revenue of $1.8 billion in FY20, and expects to breach $2 billion in FY21 on the back of mergers, expansion in new and existing markets, and new service offerings.

“As we grow alongside our clients, combining with BDO Digital allows us to expand our scope of capabilities, resources, and geographic reach, and collaborate with an expert team of like-minded partners and professionals across all industries,” said David Lewis, founder and CEO of DemandGen.

BDO recently made a sizeable acquisition with the bolt-on of MBAF, the 36th largest accountancy in the US. The deal added 600 professionals across seven Florida offices, as well as additional locations in New York, Maryland, Colorado, Nevada, and India.

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