Case Study

eSSENTIAL Accessibility

One of the biggest challenges in B2B tech is getting customers to renew. Here is how eSSENTIAL Accessibility took their sales messaging to the next level and proved their value to a client who was on the fence …  

Renewal From A Major Client
0 %
Increase in Inbound Leads

About eSSENTIAL Accessibility

  • Comprehensive digital accessibility platform that makes websites, mobile apps, and SaaS products inclusive to persons with disabilities
  • Founded in 1978
  • Headquarters in Toronto

The Challenge

  • Convey value to new and prospective customers
  • Prompt an important client to renew  

The Solution

  • Messaging that resonates with senior B2B buyers
  • Copy that proves eSSENTIAL Accessibility’s value and gets customers and prospects to take action  

The Results

  • Secured a renewal from a major client
  • 150% increase in inbound leads from website

Challenge: Creating High-Impact Sales Copy That Prompts Senior B2B Leaders to Renew

Your happy customers are your greatest source of revenue and referrals. In fact, increasing your customer retention rates by just 5% can boost your profits anywhere from 25%-95%.  


However, an alarming majority of B2B companies overlook customer renewal messaging. According to a recent study, 80 percent of B2B marketers spend less than 30 percent of their time and budget on content that helps them retain customers. Meanwhile, 42 percent of respondents invest less than 10 percent of marketing budgets in this vital area.


Joanne Pires, former director of marketing at eSSENTIAL Accessibility, saw an opportunity to strengthen her company’s renewal messaging in order to get an important customer to renew.


eSSENTIAL Accessibility provides a comprehensive digital accessibility platform that makes websites, apps, and SaaS products inclusive to persons with disabilities. Since accessibility has a huge impact on a brand’s reputation and ability to comply with regulations, eSSENTIAL Accessibility must convey their value to executives.  

However, Joanne had trouble finding a copywriter who could write sales copy that appealed to senior, B2B leaders.

“We had gone through a number of writers for different projects and were never satisfied with the quality of their work,” said Joanne. “We needed a copywriter who could deliver executive-grade copy that would motivate our customers to renew.”

Solution: Copy That Proves eSSENTIAL Accessibility’s Value

In her search for a copywriter who could write for a senior B2B audience, Joanne received a referral to Fresh Perspective Copywriting.


Joanne quickly saw that Rachel Foster, CEO of Fresh Perspective Copywriting, had the right experience. Not only did Rachel specialize in writing for technology and software clients, but she also had loads of experience writing copy that appeals to marketing, IT, and other business leaders.


“We asked Rachel to redo a whitepaper as a test, before we started to send more work her way. When our founder read the copy, he was extremely happy, and so we sent more projects to Rachel.”


One of those projects was the sales document that would encourage a major client to renew. Since so much was riding on the copy, Joanne and Rachel wanted to ensure that the messaging was spot-on.

Here are some of the steps that Rachel took to create copy that converts:

Get clear on eSSENTIAL Accessibility’s value proposition and put it front-and-center in the document.

Prove eSSENTIAL Accessibility’s value by highlighting all of the ways they had helped the client achieve its goals.

Show the benefits of continuing their partnership.

Write a strong, clear call to action that would make it easy for the client to respond.

“Rachel was a pleasure to work with through this process,” said Joanne. “She guided us through a list of questions that pinpointed our key messages and value prop. Going through this exercise made the copy much stronger than the initial draft that we had produced in-house.”

Results: Showing Their Value Led to a Major Renewal (and a 150% Uptick in Inbound Leads)

The sales document helped eSSENTIAL Accessibility achieve their big goal.


“Rachel knocked it out of the park, and the client renewed,” said Joanne. “Prior to presenting the document to them, the client seemed 50/50. After they read the document, they got excited and saw value in continuing their relationship with us.”


Rachel also worked with eSSENTIAL Accessibility on other projects – including white papers and website copy. These projects have allowed eSSENTIAL Accessibility to publish more authoritative content that engages leads across different verticals.

  • 1 major client renewal
  • 150 percent uptick in inbound leads

“We’ve had good opt-in numbers for our new white papers, and prospects have complimented us on them,” said Joanne.


The website copy is also performing well. After publishing the new pages, they saw a 150 percent uptick in inbound leads.


“We got compliments on our new website all the time,” said Joanne. “Our elevated tone resulted in prospects trusting us more and gaining a better understanding of how we can help them,” said Joanne.


Meanwhile, Joanne didn’t need to worry about creating and editing copy.


“Partnering with Rachel made my job much easier, as I didn’t need to spend much time going over her work. Instead of editing copy, I could focus on the areas I needed to focus on,” said Joanne.

Do You Need Compelling Copy That Boosts Your Renewals and Revenue?

Why put off those lead- and revenue-generating projects? Contact us today if you need copy that gets B2B buyers to take action.