£600k Recurring Revenue and a Complete Market Repositioning
Capium came to Sixty Seconds as an entry-level accountancy software provider. A year later, they're landing mid-tier and large practices, thought leaders in their industry, and generating serious recurring revenue from video and email outreach.
"It's made a massive difference for us"
The Capium team shared their results at a client event. In their own words - the numbers, the repositioning, and what's next.
Stuck at the Bottom of the Market
Capium - one of the UK's first SaaS companies in accounting - had built a solid product. But their go-to-market had positioned them as an entry-level provider. They were competing on price rather than value, attracting smaller practices instead of the mid-tier and large firms their product could genuinely serve.
The team was sceptical about whether video outreach would resonate with their audience of accountants. Getting the right message to the right firms - and being taken seriously - felt like an uphill battle.
Targeting the Wrong Tier
Positioned as entry-level, they were missing the mid-tier and larger practices where their product had a clear advantage.
Long, Unpredictable Sales Cycles
Sales cycles were running 8–9 weeks, sometimes stretching to three months. The pipeline was slow and hard to forecast.
No Thought Leadership Presence
Despite being among the first accounting SaaS companies in the UK, Capium weren't seen as industry leaders. The market didn't know their story.
Uncertainty About the Channel
The team wasn't convinced video outreach would work for accountants. Getting buy-in required proving the model first.
Video That Repositioned the Brand
We built a combined video and email outreach channel targeting higher-end accountancy firms. But the results went far beyond new leads - the channel changed how the market perceived Capium entirely.
“It's opened up many, many different doors. Our attractive offer is now more towards mid-tier and larger practices when we were originally just an entry-level accountancy software provider. So it's made a massive difference for us.”
“We've gained over £60k in actual revenue. Recurring revenue is £600k plus. Our average order has increased by £250 - that was one of my KPIs for the business. And because of the certain types of videos, we're now seen as thought leaders within the industry.”
The Numbers After One Year
Conservative figures, direct from the Capium team. New customers only - existing clients excluded.
New revenue attributed to the Sixty Seconds channel, conservatively measured
Recurring revenue from new customers brought in through video and email outreach
Increase in average order value for new customers - a direct result of targeting higher-tier firms
Sales cycle reduced from 8–9 weeks to as low as 4–6 weeks for the right prospects
Video + email is now ~⅓ of Capium's total pipeline
What started as a test channel became one of Capium's core revenue drivers - measured and tracked as a primary KPI across the business.
Ready to build a channel that compounds?
Let's talk about what video and email outreach can do for your pipeline - starting this week.
Book a CallThe AI sales playbook, weekly.
Tactics, tools, and frameworks from 12 years of running GTM for high-growth companies. No fluff. Just what works.
No spam. Unsubscribe anytime.