Xero Marketing: a pitch & a critique

Estimated reading time: 2 min

Xero is a hugely popular cloud accounts package that has taken much of the Intuit QuickBooks and MYOB business from SMEs worldwide.

Image representing Xero as depicted in CrunchBase

Image via CrunchBase

Prompted by an article in Forbes about in-house marketing teams versus external agency use, I remembered a pitch we sent off to Xero.
As a customer of Xero and as a marketer, the things I think are lacking or could be enhanced primarily relate to the ease of re-using content and proactively driving it out to the right audience.
B2B comms for existing customers, in a nutshell.
Since Xero is growing internationally, they increasingly have separate user groups who should be communicated to differently – because they need different things from Xero.

Marketing suggestions – I have lots more….

  1. After signing up, there’s nothing to drive me deeper into using the higher features of your products, unless I search.
  2. Apart from support issues and feature requests, what are the useful things you could be communicating with my business [clues – finding support, accountancy advice, higher level feature uses, plug ins, apps developers, tax questions, work-rounds for bug fixes]
  3. How could Xero be leveraging existing customers to drive improved new business and new trial accounts using member-get-member referrals and other incentives?
  4. Autoresponders – for new users within the trial period and for first few months of use  – Xero could have a ‘guide’ much like Kiwibank‘s “Becky” who is there for the user, who acts as a signpost to helpful information inside your knowledge base, who helps check they’ve got the system set up properly.
  5. Why are you using FeedBurner to distribute your RSS feed from the blog?  It’s unsupported and you could be leveraging the channel for marketing messages to your active users in order to drive deeper brand engagement and possibly sales (see 2,3,4 above).
  6. Split out your blog into separate streams so that articles automatically send to different groups (e.g. developers and accountants, US versus NZ) Each would get articles designed for that audiences.  Create separate news feeds for different audiences, and further use them to drive marcoms to support your business growth goals
  7. The more you blog, the bigger your archive.  Readers rarely dive very deep and yet there’s probably heaps of helpful content which is being ignored.  Could they be created into “tip sheets”, e-books, training manuals and other support material? These content solutions can be supporting 1, 2 and 4 above.

As Forbes says, it’s great to be an in-house agency – but lifting your head above the parapet and seeking input and inspiration from an external agency team can be very beneficial.

Enhanced by Zemanta
0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.