QuickBooks | CMO
B2B | SaaS | Messaging | Onboarding | Retention
Client
QuickBooks is an accounting software for small businesses, owned by Intuit.
Goal
Improve activation and retention of new accountants and SMBs.
Approach
Redesigned the onboarding process, streamlined training for accountants, and launched an anti-churn programme.
Result
Increased acquisition of accountants and decreased SMB churn by 32%.
Context
QuickBooks is an accounting software primarily designed for SMBs. It employs a dual-focused acquisition strategy, primarily targeting accountants who then act as a channel to further reach SMBs.
Project
8-month full-time Customer Marketing Leader role
Achievements
- Implemented the jobs-to-be-done framework.
- Redesigned the onboarding flow for SMBs.
- Improved training delivery for accountants.
- Designed churn prevention and retention programmes.