The team at Reckon have been providing Australian and New Zealand businesses with accounting solutions over the past three decades. However, recognising that business behaviours were changing, they made a strategic decision to evolve their product offering to a cloud-based solution, which they launched under a new brand name ‘Reckon’ in 2013. The team turned to HubSpot to help them build brand awareness, attract visitors and generate qualified leads for their new solution offering.
Increase in blog traffic
Revenue increase and growing MoM
Reckon is well known as a leading provider of software solutions for accounting and bookkeeping professionals, as well as small to medium sized businesses, small office/home office users and personal wealth management sectors in Australia and New Zealand.
As a newly launched brand, the team at Reckon wanted to position themselves as thought leaders in their market, build brand awareness and promote their new online accounting software product offering. They were keen to ensure they leveraged their experience and the reputation they had built up over the previous three decades. In addition, they needed to provide their sales team with high quality, qualified leads in a cost-effective model. Content and inbound marketing seemed like a solution that would help achieve those goals.
Previously, the team employed traditional marketing tactics such as brochures and direct mailing to generate demand. However Matthew Butler, Group Marketing Manager at Reckon, wanted to adopt a new marketing strategy that would enable him demonstrate the return on investment of marketing activities and in turn provide insight to make informed business decisions. Furthermore, Matthew felt that their new brand identity required an evolved, innovative marketing approach and so he began researching solutions.
When Matthew discovered HubSpot and the inbound marketing methodology he knew it could really help his business achieve rapid, sustainable growth. He recalls, “We saw an opportunity to work more effectively and an opportunity to increase our conversion rates and sales. Previously we had multiple systems that didn’t integrate properly.” Finally, after seeing first hand in a demo how easy the platform is to use, Matthew decided to choose HubSpot. He says, “I liked HubSpot because it seemed to be a blend of functionality and simplicity; some of the other solutions were impractical and I was trying to make it an easy enough tool for the whole marketing team to get their heads around, and HubSpot met that.”
Group Marketing Manager
Reckon chose the HubSpot Enterprise software package as it included features such as smart content and advanced analytics. Given their rich heritage as an accounting solution provider, the team at Reckon have valuable insights and experiences to share with their target audience. Naturally, their first step was to leverage the HubSpot Blogging app to share these insights and build a reputation as a thought leader in their industry. Matthew says, “The blog is an essential part of our content strategy that aims to position us as a thought leader in the industry. It is essential to bring in leads at the top of the funnel via organic search and promotions. This has also been the main avenue of offering our eBooks to get people into the sales funnel.”
As a company with a broad range of products and services, another important objective was to gain a greater understanding of their leads database to ensure they could target contacts more effectively. The team leveraged HubSpot’s Landing Pages with integrated smart forms feature to incrementally enrich their database with additional data points.
Thanks to a richer database, Reckon can leverage the HubSpot Email app with workflow functionality to segment their database, nurture leads and ensure they offer the right products to the right contacts at the right time in the sales cycle. Matthew explains the importance of this activity, “The smarter we are with our marketing, the more personalised we can get with our messaging, the better we can understand what the customer journey is and what the customer wants.”
Since HubSpot Analytics are integrated, the team can quickly establish what activities and pieces of content are working effectively and having an impact with their target audience. As a result, the team are now able to continuously refine and optimise their marketing strategy and improve the results they are delivering for their organisation. Matthew says, “HubSpot has allowed us to deliver a consistent lead nurturing strategy that we’ve been able to optimise over time using data available to us through the platform.”
Group Marketing Manager
Since implementing HubSpot, Reckon have developed a world-class blog that offers their readers rich and engaging content but, is also optimised to deliver against their business objectives. Consequently, their blog traffic has increased significantly, over 590% since launching on the HubSpot platform in 2014.
The blog has widened the top of their marketing funnel, which has direct impacted the success of their sales pipeline and sales team. The company has grown 3 percentage points over the past year and expects their growth trajectory to continue in double digits over the coming years.
Going forward, Reckon are confident that HubSpot will continue to enable them to succeed and achieve their goals. Finally, Matthew can analyse and understand the effectiveness of his team’s marketing activities. This empowers him to strategise in a way he simply could not before. From understanding what content website visitors are engaging with, to how to nurture them effectively to becoming customers, HubSpot’s platform and world-class support team are enabling Reckon to reach its ultimate goal: as the one-stop-shop for all business accountants and bookkeepers in Australia. Matthew says, “HubSpot had a huge part to play in terms of simplifying things for us. There is no doubt that it helped our company grow. It is incredibly useful.”
Group Marketing Manager
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