United Kingdom
Capium is one of the UK’s early innovators in cloud-based accounting software. While the product had matured significantly, market perception still placed them as a solution for entry-level firms. Capium needed to reframe their value and break into mid-tier and enterprise audiences, without increasing headcount or stretching internal resources. We built a strategic, video-powered approach across email outreach, LinkedIn paid ads, and personalised LinkedIn InMail to elevate the brand and convert higher-value decision makers.
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Working together over the last three years, we developed a consistent video system that combined brand repositioning with practical sales enablement. This included thought leadership content that showcased executive-level credibility, educational series that demonstrated Capium’s advanced capabilities, and targeted outreach videos built to speak directly to senior decision makers at higher-tier accountancy firms.
With a trusted monthly rhythm, we refined messaging, creative, and targeting over time to strengthen market positioning and accelerate pipeline. I led creative direction across the ongoing campaign work, ensuring every piece felt enterprise-ready and aligned to Capium’s evolving commercial goals. The outcome was a clear shift in perception and performance, moving Capium from a budget option to a premium solution with stronger pricing power and faster sales cycles.
£600K+ recurring revenue generated, average sales cycle reduced by 50% from 8 to 12 weeks down to 4 to 6 weeks, and average order value increased by £250 with higher-tier clients committing to premium packages.
"The video approach has been transformational for our business. We've successfully repositioned ourselves in the market and are now attracting the higher-value clients we always wanted to work with. The results speak for themselves."
