28 qualified leads and 852 positive responses for Reconciled's accounting service

About Reconciled

Reconciled is a leading provider of virtual accounting and bookkeeping for entrepreneurs and businesses across the US, built on the idea of high-quality, frills-free financial services.

Awarded Firm of the Year by Intuit QuickBooks, Reconciled solves the inconsistency and turnover that comes with managing part-time bookkeepers, and also offers fractional controller and CFO services backed by experienced professionals.

The challenge

01Selling into many industries at once. Reconciled wanted businesses across very different verticals, both for bookkeeping and for their controller and fractional CFO services. One message could not fit all of them.
02Personalized copy at scale. The hardest part was crafting highly personalized, ICP-relevant email copy for each of those segments without losing quality as volume grew.

What we did

Segmented by industry, wrote copy per segment.

Bookkeeping means something different to a law firm than to a SaaS startup, so the copy did too.
Each vertical got messaging tuned to how that industry actually thinks about its books.

Added video prospecting to warm the first touch.

A short, personal video built trust fast in a category where trust is the whole sale.
The video opened the door; the email carried the ask.

Split the message by service line.

Bookkeeping and fractional CFO are different buys for different company stages, so we pitched them separately.
Each prospect heard the offer that matched where their business actually was.

Results

Qualified leads generated in three months

852

Positive responses across the campaigns

Multi

Industries reached with tailored copy

Key performance highlights

852 positive responses in a single quarter across multiple industries.
Video-led first touch built trust in a category that runs entirely on it.
Service-line targeting matched bookkeeping and fractional CFO offers to the right stage of business.

Qualified leads

Positive responses

852

Channels

Email + video

Engagement

3 mo