Dovetail Accounting

Committed to reinventing its business model “to meet the changing needs and expectations of the modern enterprise”, respected accountancy practice Moore Stephens (Enfield), realised the time was right ‘to embrace the cloud’: to leverage the cost savings of Internet-based accounting, and to seek and nurture an all-new customer base of SMEs.

As the company’s chosen marketing partner, Versio was commissioned to name and brand the new venture; to define its key audiences and marketing messages; to research and recommend appropriate service-packages and price points; and deliver an attention-grabbing launch campaign.

Having agreed the name ‘Dovetail’ (chosen to reflect an harmonious ‘fit’ between cloud computing economy and the firm’s proven FD-level consultancy) from a range of suitable candidate brand names created and researched by Versio, the team was able to develop a clearly differentiated value proposition. This prompted the development of four discrete service packages (Essentials, Classic, Business Class and Enterprise) to resonate with the varied needs and financial realities of four defined customer personas (businesses at differing stages of development – from pre-start to multinational enterprise).

With the recommended strategy in place and agreed, the Versio team then set about designing and building Dovetail’s website and starting the data-driven demand generation, utilising a series of highly targeted emails to drive traffic, and trigger enquiries, via phone and email.

Three months on, levels of response have exceeded the firm’s expectations in terms of leads, conversions and revenues – and Versio is now working on the company’s content management strategy: populating its site with timely, relevant blogs, slideshares and infographics, backed by tactical media relations and social marketing activity.

For Dovetail Director David Anderson it’s a case of ‘so far so very good’. He says,

“As a company, we’ve been working with the Versio team for almost 20 years. But I continue to be impressed with their creativity in developing this new service for us, their grasp of the industries we serve, and their commitment to delivering measurable results.”