Consero Global LLC is an end-to-end financial solutions provider that assists small and mid-market companies with alternative financial management solutions. Founded in 2006, Consero has since been recognized as the No. 1 provider in the industry by independent publications like the Black Book of Outsourcing. They seek to disrupt the market with solutions for clients who are looking for a more streamlined and flexible approach to managing financial operations in-house. Consero’s aim is to shape their target market’s perception on how companies address the challenge of managing financial operations.

"With the content Brafton is producing we are shifting and molding the perception of our audience. Giving them the message that there is a different way of going about finance. "

Bridget Howard, Director of Marketing

Strategy:

Consero’s aim is to shape their target market’s perception on how companies address the challenge of managing financial operations. Like many companies, they did not have the bandwidth to achieve a cadence of generating relevant content internally. Without regularly updating content, Consero was not reaching their audience in a meaningful way, and their commercial goals were just out of reach. Brafton’s creative teams began to create content to mold and shape Consero’s target audience’s understanding of alternative approaches to managing financial operations.

Consero then developed a newsletter that included links to Brafton-written blogs. In addition to sharing site content, they used Brafton copy that was tweaked to speak specifically to the CEOs and CFOs they were targeting. Not only were they able to align their audience’s understanding of financial management, but they began to bring in more qualified leads through this campaign.

Results:

With the new content-driven approach to newsletters, open-read rates reached 35% and click-to-open rates were 12%, up from an average of 22% and 2%, respectively. These were both record high figures for their email newsletters. Consero’s sales team gained more than 120 qualified C-level prospects who had interacted with the email. Two of their referral partners even invited Consero reps to speak at future events, giving Consero additional exposure and increasing the potential for more leads and business.

  • 35% open rate, up from 22%
  • 12% click-to-open rate, up from 2%
  • 120 follow-up calls, mostly with CEOs and CFOs
  • 2 speaking invitations from referral partners