Wolters Kluwer

Acquisition funnel of CA firms CCH iFirm:

The brief

Enable the audience to be more knowledgeable, more informed about Tax and Accounting as a subject matter. Be the default choice of content and expert understanding on Tax and Accounting. Be seen in the role of an advisor / mentor / consulting partner

Category challenges

CA firms have to manage multiple Clients across locations and tracking jobs manually is difficult. Resource output, and cashflow management could become easier with a platform monitoring employee efficiency. However there was slow adoption due to upfront investment and recurring subscription costs act as a barrier to trail.

Strategy

Drive awareness and visibility via brand led communication
Use product features to create active interest + consideration
Use offers to drive trial and purchase intent
Use a combination of touch points to amplify campaign effectiveness Partnerships with platforms like CA club India

Execution

Used a combination of touch points to amplify campaign effectiveness and drive purchase intent:
Established CCH iFirm as a trusted partner through a series of e milers, banners Ads on Facebook and Linkedin.
Established credibility of "Wolters Kluwer as a partner
Use local testimonials / happy customers to demonstrate product strengths and benefits

Result

Lift observed in leads by 41.1% during campaign period

Wolters Kluwer

Acquisition funnel of CA firms CCH iFirm:

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