Who we help...

Sage  

Brief

From sole traders to FTSE 100 organisations, over 800,000 companies in the UK trust Sage to help run their businesses.

The Sage 200 suite is a highly popular software package which brings together financial management, customer relationship management and business intelligence software all in one simple-to-use solution. Users can share data easily throughout their businesses and tailor the software to their needs.

Strategy

Ledger Bennett DGA was tasked with promoting the fact that, with every purchase of Sage 200, there is a free CRM seat available for the purchaser’s use. The aim was to create awareness that these seats existed, and get more of these seats actively used within customer businesses. Additionally, the brief required that we equipped business partners with relevant collateral, accessible via the CollateralPortal channel engagement app, to rebrand and use to increase partner sales via lead generation and measurement.

An existing database contained details of customers who were using the software primarily for its finance capabilities. Our challenge was to roll the product story out to finance, sales and marketing staff in the same organisations, and to get the three departments talking to each other. Data cleansing identified the appropriate contacts, and each one was sent a stylised, highly impactful direct mail-piece using a striking graphic approach containing a PURL (personalised URL) followed by two emails directing them towards a campaign microsite, also trackable by PURL.

Results

Via LBi LeadGenerator, we were able to monitor response to the campaign in real-time. In all, the direct communications encouraged 6% PURL activation, with 1,343 web pages viewed as a consequence. Email generated an impressive 25% unique open rate with a 30% click-through. Sales figures are to be confirmed, but the campaign has been deemed extremely successful by both client and agency, while business partners are enjoying the ability to customise material downloaded
from Ledger Bennett DGA’s CollateralPortal for their own activity.