We worked with QuickBooks to evolve from a marketing strategy focused primarily on existing users of lower tier products to a positioning that resonated with a new-to-the-franchise audience, while also meeting the needs of existing users. Additionally, we helped them pivot from a product-first positioning to a customer-first positioning.
We designed content and experiences including landing pages, interactive digital experiences, entire websites, emails, in-product advertising, and videos to support this repositioning.
Objectives
Tangible has worked with the QuickBooks product and marketing teams for more than 10 years. The flagships QuickBooks Online Advanced, Desktop Enterprise, and Priority Circle all work with Tangible to:
QuickBooks Online accounting software revenue is up 95% (to $1.35 billion) from FY18 to FY20. A huge part of that increase has been attributed to the growth of Advanced customers. And despite a global pivot to cloud-based software, QuickBooks Desktop revenue is up 5.5% (to $755 million) from FY18 – FY20, primarily due to an increase in QuickBooks Enterprise subscribers.
Among many other successful tests, we reimagined the Buy Online experience for the flagship QuickBooks Enterprise product line, resulting in a 75% increase in online conversions, and designed the QuickBooks customer loyalty program, resulting in a 30% reduction in attrition of the high-value Enterprise and Advanced customers.