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Case study

28 interested replies and 852 responses for Reconciled's accounting service

28
Interested replies
852
Replies
Multi
Industries
Category
Services
Industry
Accounting
HQ
United States
Engagement
3 months

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

01
Selling into many industries at once
One message couldn't fit every vertical.
The challenge

Reconciled wanted businesses across very different verticals, for bookkeeping and for controller and fractional CFO services. One message could not fit all of them.

02
Personalized copy at scale
Quality per segment, without losing it as volume grew.
The challenge

The hardest part was crafting highly personalized, ICP-relevant copy for each segment without losing quality as volume grew.

The GTM engineering in works

GTM Play 01
Segment by industry, copy per segment
Bookkeeping means something different to a law firm.
The play

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.

GTM Play 02
Warm the first touch with video
Trust built fast in a trust-run category.
~3x the reply rate of text-onlyvideo built trust where trust is the whole sale
The play

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.

GTM Play 03
Split the message by service line
Bookkeeping vs fractional CFO, matched to stage.
The play

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

28
Interested replies generated in three months
852
Positive responses across the campaigns in a single quarter
Multi
Industries reached, each with copy tailored to its own books
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