Background

Beany is an online accounting firm specialising in small business accounting in New Zealand, Australia, and the United Kingdom. Beany sought to accelerate revenue growth and expand into the Australian and UK markets, requiring a strategic approach to marketing, brand positioning, and lead generation.

Beany operates in the competitive market of professional services, so we had to be creative - and relentless - to reduce reliance on direct-cost acquisition channels such as Google ads to achieve our targets and scale efficiently.

Our work

Here's what we did to smash Beany's growth goals.

Lead generation

We set up and maintained advertising channels including paid Google and social ads using a funnel strategy to create awareness and turn that into revenue.

Brand and positioning

We completed a research-backed rebranding process to reflect their evolving market presence and better connect with their audience.

Content strategy

We generated SEO leads by getting Beany to the top of search results for key terms and created thought leadership content across socials and advertising.

Two new markets

We crafted and executed go-to-market plans for Beany's Australian and UK launches, achieving strong market traction through research and testing approaches.

Sales and conversion optimisation

We worked with the Beany sales function to optimise processes, integrate CRM and automation tools, driving higher conversion rates and more revenue.

Building in-house capability

We developed Beany’s internal marketing and sales capabilities, enabling sustained growth and continued execution of strategy across all regions.

Results

Our collaboration enabled Beany to accelerate growth, expand into new markets, and strengthen their position as a leading online accounting solution. We boosted Beany's SEO visibility and traffic significantly, creating a stable and cost-effective lead generation channel in three regions.

-42%

Reduced cost-per-lead through ad channels

+14k%

Daily search impressions through SEO

+250%

Conversion rate in web traffic across all sources

Moving our focus over the duration of the engagement allowed us to fix growth problems in order of priority (ROI), such as a shift to optimising sales and conversion strategy following our lead generation work.

This focused and flexible marketing partnership helped Beany to exceed growth targets, achieve record-low cost-per-lead in three regions and secure industry accolades including ‘Start-Up Firm of the Year’ at the 2022 Accountants Daily Australian Accounting Awards and ‘Silver - Best New Business’ at the 2024 SME London Business Awards.

Working with Tom has been transformational for Beany. His strategic approach to marketing enabled us to successfully expand into Australia and the UK, establishing a strong brand presence and earning industry awards in both markets.

Tom delivered an exceptional SEO and content strategy that attracts high-quality leads, growing our daily impressions from a handful to over 30,000—and still climbing. As our industry has evolved and presented unique challenges, Tom’s marketing leadership has been instrumental in helping us adapt, drive efficiencies, and stay ahead of the curve.”

Louis de Bièvre, CEO @ Beany

Beany’s Growth Success: SEO, Paid Ads & International Expansion