Year 2 as a business is in the books for Journey. It’s been a huge year of ups and downs and today I’m giving you the Journey WRAP!?

Like everyone else, I’m always motivated for a good wrap-up following my Spotify wrap, which we can all admit is the real OG for end of year reviews.

This year, the Journey team helped accounting SaaS orgs break records, navigate challenges, and achieve incredible milestones. From driving $17 million in client sales to bringing 20,000 people together across all the events and webinars, this has been our most impactful year yet.

When we started Journey, I’ll be honest, we didn’t really know what this was going to be.

I had 15 years of experience at my disposal, a long list of connections who I thought could use my help and an appetite to run something of my own, build it fast and build it big.

It’s a testament to our entire team. Collectively we’ve got 22 real-life humans (and 100s of AI bots) that are absolutely crushing it for our clients and new projects. I’m incredibly proud of everyone's contribution and importantly how much they all give a damn about the work they do.

A huge shout to both our APAC and EMEA teams. Liss, Jordan and I are in awe of the work you do and the fact that you love bringing your all to the business - it’s incredible to see.

We are open to welcoming new clients in 2025 and remain steadfast in our mission to help enable and scale accounting SaaS all over the world to grow revenue, brand and trust with accountants and bookkeepers.

I’ll now take a minute to share the wins, the lessons and the opportunities. If you’re not currently working with us - hopefully you’ll pick up a few things you can take back to your team.

Celebrating our achievements

Welcoming new faces

Our team grew significantly in 2024, with 22 talented individuals now spread across the globe. Each new addition brought fresh ideas and skills, enabling us to push boundaries and deliver even more for our clients.

Partnering with industry leaders

This year, we worked with 44 outstanding brands and companies across the accounting and SaaS industries.

These included global giants like Intuit, FloQast, Constant Contact, Sage, Change GPS, The Access Group, and Experian as well as industry bodies and media partners such as the ACCA, ABN, CAANZ, XU Magazine and AccountantsDaily.

Together, we’ve raised the bar for what’s possible in the accounting tech space and made a huge leap of clients we serve and were able to execute for in market.

Making events happen

Journey played a pivotal role in some of the biggest accounting industry events in 2024. From virtual summits to in-person conferences, our efforts brought together 20,000 attendees across the EMEA, AMER and APAC. These events were well-attended; they were highly engaging, impactful, and full of value for everyone involved.

Driving client success

One of our biggest achievements this year has been helping our clients reach new heights:

• $17 million in sales collectively achieved through our campaigns.
• 180% revenue growth for key clients navigating commercial challenges and opportunities.

We’re incredibly proud of the results we’re getting for clients in market and look forward to bigger challenges to solve in 2025.

Key lessons from 2024

1. Earn their trust, then ask for the sale

Too many brands are expecting sales/growth without putting in the hard yards of earning trust with the accounting community. I mean who do you think you are? These folks are inundated with countless late nights due to government changes, client queries and software updates (not to mention the price rises).

It’s important more then ever that you invest the time to build trust with this audience, add value to the community and showcase how you’re solving key challenges in their business operations.

Trust building comes down to:

• Consistent brand building
• Truly value added content/education
• A product that delivers on its promises
• Advocates that share the good word for you (without asking them to)

2. GTM partnerships amplify success

This year proved that the right GTM partnerships can make a world of difference. Collaborating with other SaaS brands and accounting thought leaders helped amplify our clients’ reach and credibility.

Creating brand advocates and getting them in front of your customers is still one of my biggest and best recommendations for all accounting tech folks.

3. Customer-led marketing is king

Letting customers tell your story is one of the most effective marketing strategies. Their testimonials and success stories drive trust and engagement like nothing else.

Another nod to my comment on brand advocates above.

4. Video content continues to dominate

Video remains one of the most powerful tools in marketing, and we saw this again and again in 2024. From social clips to customer interviews, video content drove strong results across campaigns.

We went hard at tools like Riverside to help bring this content to life and the results and impact as been staggering. With recent changes to Linkedin focusing on more video content, expect to see more of it in 2025.

5. Clarity over cleverness

This year reinforced the importance of clear messaging. Being clever is great, but clarity ensures your message lands effectively. Don’t over complicate, don’t try to be to smart.

Just tell me what the damn thing does and how it will help me, is the short answer.

6. Balanced strategies deliver results

You can’t rely on just one channel. Success comes from a balanced approach that includes email, word-of-mouth, sales enablement, and even product marketing.

Not enough companies are leveraging in product displays, messages and pop-ups to help communicate with your clients.

We rely so heavily on email marketing that you’re struggling to fit it all in your schedule.

You can’t be emailing clients and prospects 3-4 days per week, you’ll burn them all out.

Missed opportunities

While 2024 was a strong year, the industry as a whole missed out on a few key opportunities:

• Underinvestment in product marketing
  Many businesses didn’t fully leverage the potential of product marketing to drive growth and adoption. Which is dumb, this is your whole business. Spend more time on product marketing in 2025.
  
  
• Limited focus on NPS and data insights
  Net Promoter Scores and customer feedback data remain underutilised tools that could uncover valuable insights about friction points and success areas. It’s also the shortcut to finding your raving fans, people that will fuel your customer led marketing.
  
  
• Neglecting customer-led data
  Using customer data to drive marketing strategies is still not as widespread as it should be. There’s untapped potential here for deeper insights and better decisions.
  
  Every Journey project kicks off with customer led research, we call it the cheat sheet to getting up to speed quickly. Always overlooked, sometimes confusing for our clients because they say…. “We already know our clients, why are we doing research?”
  
  My reply, typically, then “why are you here chatting to me? And why does your messaging sound like it’s stuck in the mud with no idea who you are and what you’re solving for…?”
  
  You get my point. Clients hold all the answers. Ask them what they think of you and ask them.. If you were to sell my product, what would you say and how would you say it.

Looking ahead to 2025

Excited to take the lessons from 2024 and build on them for an even bigger year ahead.

• Empowering customer advocacy:
  We’ll double down on customer-led marketing, letting their voices drive engagement and trust. More videos, more podcasts, more content!
• Expanding product marketing:
  Product-led growth strategies will be a major focus in 2025 as we help clients align their marketing with their offerings. Particularly in product displays and in-product marketing opportunities.
• Doubling down on video:
  Video content will continue to play a central role in our strategies, helping clients connect authentically with their audiences.
• Building stronger partnerships:
  Collaboration remains a cornerstone of our work, and we’re excited to explore new opportunities with existing and new partners.

A huge thank you to our team and clients

To our clients: thank you for trusting us with your goals and allowing us to play a role in your success. To our team: your hard work, creativity, and dedication have been the foundation of everything we’ve accomplished this year.

Here’s to making 2025 even bigger and better—together.

Signing off,

Trent, Liss & Jordan