Intuit Quickbooks shine a light on SMBs

‍The Problem

Intuit encountered several challenges before engaging Agile Market Intelligence. Specifically:

• Intense competition from other established accounting software providers.
• Difficulty in distinguishing its brand in a crowded market.
• The need for increased credibility and authority in the industry to attract more customers.
• Lack of high-quality, impactful content to engage and inform potential customers.

Solution

Intuit needed to present itself as a leading provider of accounting software that accountants can rely on. To do this, Agile helped them create thought leadership content, research for Intuit to use in a webinar series, and a series of whitepapers on topics relevant and interesting to accountants.

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Approach

To address Intuit’s challenges, we developed a comprehensive thought leadership strategy that included:

1. Thought leadership content
   • Conducted in-depth research to identify key pain points and needs of Australian businesses regarding accounting software.
   • Researched information that Intuit could present to the accounting industry to become the best resource for information for accountants.
2. Thought Leadership Content Creation:
   • Developed a series of whitepapers, research reports, and articles on topics such as the benefits of cloud accounting, best practices for financial management, and the impact of new regulations on SMEs.
3. Content Distribution and Promotion:
   • Intuit used this research and the white papers in a series of webcasts to further mileage on all the research and insights.
   • The white papers are written as a series of press releases to allow for individual snippet releases for evergreen content.

Implementation

The solution was implemented in the following key steps:

1. Published comprehensive research reports titled:
   1. The SMB Navigator Report
   2. The Gender Equity in Accounting Report
   3. Pricing and Billing Report
2. Created a series of whitepapers on relevant topics, available for download on the Intuit website.
3. Intuit used these white papers in webinars with industry experts discussing pertinent topics, with recordings made available on demand.

Results

With this range of content, Intuit was increasingly recognised as a thought leader in the accounting software industry. Additionally, webinars and online workshops saw high attendance rates and positive feedback, indicating strong interest and engagement from the target audience.

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Together, the whitepapers and webinars generated several leads for Intuit, helping to grow their market share, and moving Intuit closer to its goal of becoming the number-one provider of accounting software in Australia. The range of content led to sustained engagement, ongoing lead generation, and enhanced brand authority and credibility—positioning Intuit as a trusted advisor and industry leader in the Australian market.

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