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 No objectivity Poor understanding of newsletters in 2002 (Technology platforms) industry (Accounting Today, • Most industry content was AICPA) either coming from a technology platform or industry publication • Survey customers and prospects to understand challenges in the industry

• 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 AccountantsWorld branding

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• Develop a clear ar customer omer journe rney to attract new leads

• Goal of webinars is to shorten sales process Not Nurturing Sales Interested 100% content 0% content 0% product 100% product

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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 of their business disasters."

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• Focus on social channels that driv ive e resul ults ts • Cross-promote omote 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