How we helped Basecone build more authority online
Consistently score 2 meetings per week
Introduction and context
Basecone, part of Wolters Kluwer, offers pre-accounting software that relieves the burden of manually inputting receipts. Its services are provided to SME companies and accountants who use the software to optimize their workflow.
Traditionally, Basecone was strong on the (more traditional) inbound channels. Throughout the years, they also relied on a vast network of partners (accountants) and on their brand
Cees, To whom would you recommend us?
I would recommend BONDR to B2B companies looking to build a stronger pipeline through a more human approach to selling. Bondr’s relationship-oriented service takes time to establish but offers significant long-term benefits once content and sales efforts are integrated.
Why Basecone Started Social Selling
Cees Houpt, head of sales/customer success, was eager to try a refreshing way to connect with their audience.
Cees initiated social selling as an experiment to connect with their target audience innovatively. Cees believes in building relationships through sales and felt that despite the exciting things happening at Basecone, they weren’t effectively showcasing them.
They sought a new channel to complement traditional marketing methods, aiming to expand their reach, strengthen relationships, and boost revenuye. In addition to Cees, two other Senior Sales professionals participated in the social selling project.
Initial Concerns and How They Were Addressed
When starting with Bondr, Cees had some concerns:
Content Accuracy and Strength: There was a worry about whether the content would be factually correct and compelling. Bondr addressed this by ensuring all content was fact-checked, using reputable sources. The positive feedback and engagement on the content proved its effectiveness.
Return on Investment: Cees was skeptical about the tangible results of social selling. However, the reach was substantial, and more importantly, they reached the right audience. The network growth and the average of two weekly meetings per profile highlighted the success.
Authenticity and Tone of Voice: Cees feared the content might not reflect their authentic voice. Bondr overcame this through a thorough approval process, ensuring Cees remained in control. Workshops and bi-weekly meetings helped align the tone of voice with Basecone’s identity.
General Anxiety About Public Exposure: The idea of putting content out there was intimidating, especially regarding feedback from friends and family. Over time, the positive feedback helped alleviate this anxiety.
Time Commitment: Cees was concerned about the time investment. In reality, it required just an hour per week for approvals, briefings, and creating video content. Bondr handled the rest, except for the actual prospect meetings, which Cees was happy to conduct.
An added benefit was the increased internal interaction within the company, boosting overall morale.
Key results
Reach: Basecone's content reached nearly 500,000 impressions in the last 5 months
Weekly impressions: Grew with almost 1000%
Content Production: Over 177 different posts were created, including videos, carousels, text posts, image posts, and polls.
Network Growth: The network grew daily, adding around 1500 ICP connections. Linkedin followers + 140%
Engagement: Approximately 55 manual ICP conversations p/week, leading to about two meetings per week per profile.
The Best Aspects of Working with Bondr
Cees appreciates the quick and easy collaboration with Bondr. After the initial project GO, we did an elaborate workshop to accurately define their ideal customers, personas, tone of voice and storylines per profile.
‘I really enjoy working with Bondr. The short communication lines make them agile and quick to test new ideas. The creativity in the content, the alignment with the tone of voice (actually, all 3 profiles have different archetypes) are really nice. Plus the different layers of content - Text, video, and visuals really appeal to our audience”.
Other team members
Albert Roos,
Senior advisor, Basecone/Wolters Kluwer
"In totaal zit ik op de 120.000 impressies in 2.5 maand tijd."
Julian de Kruijff,
Sr. account & relationship manager, Basecone Wolters Kluwer
"Mijn profiel krijgt sinds de samenwerking met BONDR 300% meer bezoekers."
Conclusion
Basecone's partnership with Bondr transformed their approach to sales, proving that social selling could effectively reach the right audience, grow their network The creativity and authenticity of Bondr’s content, coupled with a streamlined process, made it a valuable addition to Basecone’s sales strategy.
