Accountancy isn’t boring. Well not any more at least. Software has forced Financial Directors out of their ‘finance departments’ and ripped up the big ‘no’ sign on their door. Advanced Exchequer needed to shake up its ‘old skool’ content and update its image to embrace the new breed of upwardly mobile, technology-savvy FDs.
HOW WAS IT DONE
We made it personal – yes, accountants are human beings too. We created a ‘profile matcher’ so FDs could discover what flavour bean counter they are, a cool infographic on what to do with time clawed back and a checklist of business reasons why FDs should get out from behind the desk – radical content with design concepts that challenged the status quo.
Lead qualification and nurture was the ultimate aim. We added existing content into a journey for buyers from awareness to MQL. We designed an email nurture flow and established a lead scoring framework to qualify prospects. Three fresh content assets to 133 qualified sales leads – great figures all round.