vice president of marketing, accountantsworld -...

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 one of our own products

• For our products that are less well known, we add in our AccountantsWorldbranding

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• Develop a clear customer journey to attract new leads

• Goal of webinars is to shorten sales process

100% content

0% product

0% content

100% product

Sales NurturingNot

Interested

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• Identify the audience’s top challenges

• Create exclusive content to discuss the issue

• Use the newsletter to promote and serve content & to drive engagement

"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 of their business disasters."

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• Focus on social channels that drive results

• Cross-promote top-performing newsletter content on social

Engagement on 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