How accountingweb acquired in-market qualified leads for the Xero sales team by creating a content-rich standalone Buyer’s Guide that gave potential customers the necessary product detail and third-party validation they needed to make a purchasing decision.
We thus created a standalone product based on case studies, in-depth FAQs and very specific product information on how Xero works. It was designed to be relevant only to the specific needs of an information-hungry, purchase-ready audience.
People who downloaded such a clearly-marketed product would thus constitute high value, relevant leads that would more likely result in a sales conversation than the wider top of funnel marketing.
The blend of AccountingWEB branding and independent editorial with official Xero FAQs, step-by-step walkthroughs, case studies and ‘under the hood’ detail was designed to answer as many potential questions as possible.
A full marketing campaign made use of proven activity to engage and find new customers. This included promotion across AccountingWEB, its technology newsletter and its social channels. The Buyer’s Guide’s rich content mix ensured it could also be naturally promoted on editorial articles, specifically in valuable in-article slots and Related Content promotional areas.
how we helped the customer
Created a product with the rich editorial and product detail required to meet the audience’s needs
Prominent AccountingWEB branding
Published Buyer’s Guide directly to the most relevant audience
Promoted Buyer’s Guide directly to the most relevant AccountingWEB audience
Optimised all assets
Ensured any leads could be delivered directly into the Xero sales team
Low level of maintenance required once product published.
SQL target delivered within four weeks
2 newsletter inserts plus 1 x solus mailer
“In summer 2019 we had the delight to work with AccountingWEB on the delivery of a Buyer’s guide that would help our sales team connect with engaged accountants who had expressed an interest in Xero software. The planning and execution of the guide was seamless, resulting in an end product that we are proud of. Since publication, we have reached over 1,700 accounting professionals and received 200 leads which we can now nurture into sales opportunities. We look forward to working with AccountingWEB in 2020.”
– Noori Kanji, Marketing Manager at Xero
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