Vice President of Marketing, AccountantsWorld Vice President of - - PowerPoint PPT Presentation

Vice President of Marketing, AccountantsWorld

Vice President of Marketing, AccountantsWorld

• Provides cloud based

software solutions to accountants

• Accountants First

• A way to provide value to

accountants about the accounting industry

• ~33% of the addressable

market subscribes to the newsletter- 80,000 subscribers

• Competitors are 50x-100x

larger in size

• AccountantsWorld has ~50

employees

• First-mover advantage
• Not many industry

newsletters in 2002

• Most industry content was

either coming from a technology platform or industry publication

• Survey customers and

prospects to understand challenges in the industry

No objectivity (Technology platforms) Poor understanding of industry (Accounting Today, AICPA)

• Accounting is a seasonal industry
• Some subscribers don’t engage for months
• Ex: tax season
• Sent email asking if they’d like to disengage

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• Sell this space to other

companies 25% of the time

• 75% of the time, we use

this space to promote

• ne of our own products
• For our products that are

less well known, we add in our AccountantsWorld branding

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• Develop a clear

ar customer

• mer journe

rney to attract new leads

• Goal of webinars is to shorten sales process

100% content 0% product 0% content 100% product Sales

Nurturing Not Interested

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• Identify the audience’s top challen

llenge ges

• Create exclu

lusive ive conten ent to discuss the issue

• Use the newsletter to promote and

serve content & to driv ive e engage ageme ment nt

"90% of my clients have no clue how their businesses are doing because their books are always a mess. Instead of helping them make better decisions for their future, I spent all my time trying to catch up in fixing their errors from their business past. By the time the financial data of the past is cleaned up, it's too late to change the course

• f their business disasters."

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• Focus on social channels that

driv ive e resul ults ts

• Cross-promote
• mote top-performing

newsletter content on social

Engagement

• n our

LinkedIn feed

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Final Thought

Cutting Through the Clutter in the Inbox

Roundtable

Vice President of Marketing, AccountantsWorld

Div Bhansali, AccountantsWorld @divbhansali