Established for over 20 years and operating in 130 countries, CaseWare’s best of breed solutions provide reliability and flexibility to accounts in practice or business.
CaseWare’s products are used by four of the top five accountancy firms and around half of the Top 100 Practices. In addition to a multitude of mid-tier practices and sole practitioners, CaseWare’s software is also widely used throughout the corporate sector for the preparation of final accounts and corporation tax filings.
CaseWare’s marketing team were looking to implement HubSpot and run comprehensive Content Marketing campaigns to generate a greater volume of leads through their website.
In addition, they realised that while they had a lot of blog content and ungated case studies that demonstrate their industry expertise and capabilities, they needed more gated content designed to attract interested parties to their website and move them further along the buyer journey, as this would allow them to secure more leads and target different buyer personas.
Low lead generation
CaseWare were looking to make their website work harder for them, by generating a steady number of leads for their sales team. They were undertaking a redesign of their website but were also looking for a stream of good quality content in order to engage with their website visitors. This, along with the deployment of HubSpot aimed to help transition into a highly analytical and measurable Inbound Marketing strategy.
Lack of gated content
While there was plenty of freely available case studies and blogs detailing industry news and CaseWare’s charity activity on their website, there was a lack of in-depth eBooks and articles that could be gated behind a form. Using HubSpot, there was an opportunity to capture data from prospects from forms gating content and build a better picture of CaseWare’s prospects.
Limited content promotion strategy
CaseWare’s social media channels were active, however posts were very company news focused and LinkedIn groups were under-utilised within the social media strategy. The company needed to start engaging and communicating with potential prospects on the social channels that they're buyer personas were active on.
The following was achieved over a recent 18 month period:
ENGAGING EBOOKS CREATED
SOCIAL CLICKS GENERATED
Regular, high-quality content
The B2B Marketing Lab assisted CaseWare in developing a regular blogging program – delivering case studies, quarterly eBooks, fortnightly blogs and social media material. Now, thanks to their regular blogging program, not only has CaseWare improved their overall website ranking through SEO, but also increased their website traffic and inquiries.
Inbound Marketing best practice
The B2B Marketing Lab advised them on Inbound best practices and HubSpot implementation, helping them to create a fully integrated inbound marketing strategy. In addition, The B2B Marketing Lab assisted CaseWare with content creation, blog development, eBook creation, and market research to help spark social media activity and increase brand exposure.
Content strategy & promotion
The B2B Marketing Lab helped CaseWare define their buyer personas, their goals and pain points and developed a comprehensive content strategy around topics that would help their prospects solve a problem. Once content had been created, the team introduced social media best practice training, helping CaseWare to get up-to-speed with promoting their content across the most appropriate channels.
Now, CaseWare has an abundance of high-quality, lead generating content situated on their website which acts in accordance with Inbound Marketing best practices. Their assets are gated, CTA's are included throughout - with the help of monthly content optimisation sessions with The B2B Marketing Lab - and now they are arriving at a stage where they want to create more sophisitcated workflows to nurture their contacts.
CaseWare also has a set of experts within the company that provide insight and opinion for content to give eBooks more depth. The company spokespeople are highly active on social media, promotiong the latest pieces of content to target audiences to enhance CaseWare's visibility and authority as a thought leader.
The B2B Marketing Lab continue to provide best practice advice for content promotion and management of CaseWare's HubSpot Portal. This includes training up the Caseware marketing team to be able to set up nurture pathways, improve landing page conversion rates and email marketing success. These all help the CaseWare marketing team to further develop their knowledge of HubSpot and Inbound Marketing.
Looking to undertand how we can help your business with HubSpot Support and Content Marketing? Fill in the form to the right hand side and a member of our team will contact you to understand your current challenges in more detail.