How DualEntry Accelerated Social Growth With Ordinal

About DualEntry

After raising a $90M Series A, DualEntry emerged from stealth as an AI-native ERP and accounting suite built for modern finance teams. Replacing legacy technology like NetSuite, DualEntry uses AI-powered workflows to automate manual work and scale for companies from mid-market to IPO.

Coming out of stealth, DualEntry started evaluating tools to scale social content for their executives and employee advocacy program.

Challenge

"Coming out of stealth, we had to make sure there's awareness around the brand - how can people hear about DualEntry, how we can put ourselves on the map?"

As an ERP platform in the highly regulated finance and accounting space, every piece of content required careful review. A misstatement about compliance features or product capabilities could erode trust and create legal liabilities.

Before Ordinal, DualEntry struggled with:

• No approval workflow for regulated content: Operating in the finance and accounting space meant every post needed careful vetting — product claims, partnership announcements, and feature releases required input from finance, legal, and technical teams. Conversations were scattered across Slack and Google Docs with no clear ownership or approval trail, a risky approach for a company in a regulated industry.
• Fragmented collaboration across specialized teams: Finance teams needed to verify accuracy of accounting terminology. Partnership teams had to coordinate timing of joint announcements. Marketing needed to maintain brand voice. There was no centralized place to manage these cross-functional reviews.
• Limited tool functionality: DualEntry tried Buffer for a single week but found it lacked the approval workflows and collaboration features required for regulated content.
• Cross-platform posting complexity: While LinkedIn was their primary focus, they needed presence on X, YouTube, Facebook, and Instagram — including high-quality video with captions (SRT files). Managing content across these platforms manually was time-consuming and error-prone, and other tools couldn't handle video uploads seamlessly.

Solution

"The whole approval process just made sense to us from day one. Who is the blocking approver? That was super important as we were getting out of stealth."

DualEntry adopted Ordinal within their first week of evaluating social media tools. For a company operating in the regulated finance and accounting space, Ordinal's robust approval workflows weren't just a nice-to-have feature - they were essential for maintaining accuracy and compliance while moving fast.

• Multi-level approval workflows with full audit trail: Ordinal's sophisticated approval system gave DualEntry the governance structure they needed. Finance teams could verify technical accuracy, partnerships could coordinate timing, and leadership could serve as blocking approvers for sensitive announcements — with clear visibility into who approved what and when.
• Cross-functional collaboration in one place: Marketing, finance, partnerships — everyone could work together without context-switching. Instead of scattered Slack threads and Google Docs where important feedback might get lost, teams could leave comments directly on drafts, tag specialists for review, and get notified instantly.
• Bulk scheduling and cross-platform management: As DualEntry expanded across multiple executive and company profiles simultaneously, bulk scheduling became essential. One dashboard to manage LinkedIn, X, YouTube, Facebook, and Instagram meant they could maintain presence across platforms without multiplying their workload.
• Seamless video posting: The ability to upload high-quality videos with SRT caption files solved a major pain point. Their video team could maintain production quality while ensuring accessibility — without forcing them to post directly on LinkedIn and lose analytics.
• Native integrations replacing expensive third-party tools: Direct Webhook integrations with tools like Clay eliminated the need for expensive third-party scrapers like Phantom Buster or automation tools like Make.com — saving $12,000+ annually.

Results

Since adopting Ordinal, DualEntry has scaled from zero to a multi-channel social presence — without a single compliance issue:

• Speed to onboard: <1 week from evaluating tools to publishing posts on Ordinal
• Cost Efficiency: $12,000+ saved annually eliminating tools like Phantom Buster and Make.com
• Multi-Channel Presence: Successfully managing 5 social channels (LinkedIn, X, YouTube, Facebook, Instagram) from one platform
• Employee Advocacy: Launched 15+ person advocacy program with structured incentives — individual and team contests with financial rewards — to amplify reach and support recruiting efforts
• Compliance Success: Zero compliance issues or messaging corrections on sensitive announcements (seed funding, product launches, ERP Rescue Fund)

"I believe we used Buffer for like a week. And then we had like the partnership agency who does content writing. We sign with them, and then we immediately switched to Ordinal…we loved it and kept it as the platform of choice."