FreeAgent
FreeAgent, an award-winning accounting software solution, required a brand new strategy for its accountant audience. This meant managing numerous stakeholder relationships in marketing, sales and product, and balancing competing product and campaign launch deadlines. I wrote and edited Knowledge Base articles, customer stories, how-to guides and newsletters and managed a team of in-house writers to ensure the successful delivery of the strategy.
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I was also involved in the ideation and delivery of a campaign specifically aimed at introducing the software to bookkeepers. Prior to this campaign, the software was only promoted as a solution for accountants and their clients, but UX research demonstrated that bookkeepers were most responsive to communications that differentiated them and their services. Alongside a designer who worked on the visuals, I created the written content for a threaded campaign culminating in a dedicated event celebrating bookkeepers. We achieved 13 SQLs in the first 24 hours of the campaign, doubled this by the end, and 'Bookkeepers Week' is now an annual event.
Examples of my work
Introducing filing for Final Accounts and Corporation Tax (product launch)
FreeAgent Knowledge Base articles (product guidance)
How to communicate to your clients about MTD
4 Ways to Give Bookkeepers a Boost
How to Manage Multiple Clients More Effectively
Bookkeepers campaign: Nothing Puzzling and Less Labour, More Fruit