Capium: Elevating Brand Positioning & Scaling Revenue
How a cloud accounting software provider broke out of the entry-level market to attract mid-tier and large practices, resulting in significant revenue growth.
Industry
Use Case
Engagement Started
The Challenge
Capium, one of the UK's early innovators in cloud-based accounting software, initially served entry-level accountancy firms. While their product had matured significantly, market perception lagged behind.
Obstacles:
- Limited market positioning: Seen primarily as a solution for smaller firms.
- Long sales cycles: Averaging 8-12 weeks.
- Cautious ROI expectations: Initial skepticism about video's effectiveness in the conservative accounting space.
Capium needed a way to reframe its value and penetrate higher-tier firms--without ramping up headcount or stretching resources.
The Turning Point
Capium partnered with Sixty Seconds to develop a strategic video-powered approach that would elevate their brand positioning and accelerate growth in the mid-tier and enterprise market segments.
The Strategy:
- Thought Leadership Content: Executive-level video content showcasing deep industry expertise.
- Personalized Outreach: Targeted video campaigns to decision-makers at higher-tier accounting firms.
- Brand Repositioning: Video content that positioned Capium as a sophisticated, enterprise-ready solution.
- Educational Series: Value-driven content that demonstrated advanced capabilities and industry knowledge.
The approach focused on quality over quantity, targeting higher-value prospects with personalized, professional video content that reflected Capium's true capabilities and market position.
Measurable Impact: Numbers That Speak
Revenue Growth
Recurring revenue generated from higher-tier clients.
Secured long-term contracts with mid-market accounting firms.
Dramatically improved client lifetime value.
Sales Efficiency
Reduction in average sales cycle length.
From 8-12 weeks down to 4-6 weeks on average.
Faster decision-making from qualified prospects.
Deal Value
Increase in average order value per client.
Higher-tier clients committed to premium packages.
Improved pricing power and market positioning.
Brand Position
Elevated from budget option to premium solution provider.
Recognized as thought leaders in cloud accounting.
Increased credibility with enterprise prospects.
Strategic Impact
The video-powered approach delivered far more than lead generation—it fundamentally repositioned Capium in the market. By leveraging professional video content to showcase their expertise and capabilities, they successfully transitioned from serving primarily entry-level firms to attracting and winning higher-value, mid-tier accounting practices.
Long-term Benefits
- Market Perception: Successfully repositioned as a sophisticated, enterprise-ready solution.
- Competitive Advantage: Differentiated from entry-level competitors through thought leadership.
- Sales Efficiency: Higher-quality leads led to shorter sales cycles and better conversion rates.
- Revenue Quality: Improved recurring revenue model with higher-value, longer-term clients.
"The video approach has been transformational for our business. We've successfully repositioned ourselves in the market and are now attracting the higher-value clients we always wanted to work with. The results speak for themselves."
Why It Worked
Sixty Seconds' platform consolidated job ad creation, video production, and multi-channel publishing--cutting delays, boosting engagement, and delivering qualified candidates. With AI-personalised messaging and full funnel visibility, Capium achieved what most teams struggle to scale: brand-aligned, data-rich marketing that actually delivers.
See How Other Industries Achieve Similar Results
Different sectors are leveraging video-powered outreach to overcome their unique challenges. Explore industry-specific outcomes below.
SaaS & Technology
Software companies are breaking into higher market tiers and reducing sales cycles through video-powered outreach campaigns.
Financial Services
Investment firms and financial advisors are connecting with high-net-worth clients more effectively.
Professional Services
Consulting firms and agencies are elevating their positioning and winning higher-value clients.
Let's Address Your Challenges Together
Book a personalized demo to discover how our multi-channel video approach can help you achieve similar results and drive measurable business growth.
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