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 Logo.jpg


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.

The team at The B2B Marketing Lab have helped us to build and execute a content strategy that targets all of our key audiences with engaging and informative content, as well as highlighting key HubSpot best practices for promoting our content on the website." 

Shez Hamill, Sales and Marketing Director, CaseWare UK

Drivers For Change

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:










What Did We Do?

The Solution

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.

The Benefits

Lead generation via
high-quality content

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.

Thought leadership through social media

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.

HubSpot best practice development & training

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.

Read more about our Content Marketing services now.

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