ShareFile Accounting

Industry Report

Building on the success of our 2023 Accounting Industry report, I designed the 2025 edition as the backbone for a multi-channel, multi-year campaign to drive awareness, engagement, and pipeline.

- Client — Progress ShareFile
- Industry — SaaS (Accounting)
- Date — 2025
- Role — Content Strategy, Cross-Functional Campaign Leadership, Influencer Marketing
- Audience — Accounting professionals and firm leaders
- Goal — Drive accounting industry awareness for Progress | ShareFile.
In a noisy SaaS landscape crowded with content, I knew ShareFile needed a standout hero asset. My goal: develop an industry report that fused truly unbiased data with credible expert commentary—making it feel fresh, indispensable, and above all, trustworthy.
- Designed and executed a multi-channel activation plan spanning landing pages, ebooks, video summaries, paid ads, email nurture, social campaigns, press outreach, trade shows, and sales enablement.
- Partnered with leading accounting influencer Jody Padar and other industry experts to interpret results—elevating the report from data to actionable, trusted insights for the profession.
- Sharpened the report’s topic focus around ShareFile’s core areas of expertise, ensuring that every content asset—from top-funnel thought leadership to conversion-focused collateral—was connected by a meaningful thread back to the product.
- Led cross-functional alignment across product marketing, demand gen, media, web, and events through strategic kickoffs and stakeholder updates.
- Championed the shift from raw data to data plus expert interpretation, making the content more valuable and actionable.
- Secured budget and organizational priority against competing initiatives.
- Directed cross-functional collaboration, ensuring alignment among marketing, product, and events teams.
- Elevated ShareFile’s content strategy from a static report to a dynamic, multi-channel, multi-year program.

Results

After overseeing the project through research, strategy, and survey completion, I departed the company as part of a corporate restructuring.

The 2025 Accounting Industry Report’s survey results provided breakthrough insights for campaign planning and content development.
Early engagement from internal stakeholders and partners validated the campaign’s direction; the framework set the stage for multi-channel execution and future pipeline growth.
Although I transitioned out before official campaign launch, my work established a strong foundation for the team’s continued success.

Building on Past Success: The 2023 Report

The 2023 Accounting Industry Report set a new standard—earning media coverage, building industry trust, and fueling pipeline growth. Those results paved the way for our more ambitious, multi-channel strategy in 2025.

Featured in accounting trade press and business publications, expanding ShareFile’s industry presence and credibility.
- Business Wire, “ShareFile Survey Reveals 96% of Accountants Find Automation Vital to Industry’s Future”
- WICPA, “Survey: 96% of accountants think automation is vital to profession”
Collaborated with accounting leaders and influencers to interpret findings—amplifying campaign reach through live webinar panels and social channels.
- Jody Padar shared the report with her 600k LinkedIn followers
- Former ShareFile CFO, Mike Fouts, joined two accounting influencers on a LinkedIn Live to discuss the report findings.
Drove a 7.5% conversion rate from report downloads—turning interest into real pipeline impact.