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In 2016, F-Secure had the challenge of marketing one of their flagship security solutions, Protection Service for Business (PSB), massively in all their key growth areas. The target groups were existing and new end users as well as existing and new resellers. The objective was to increase the sales of PSB and to get existing partners to upgrade to a new, improved management portal to facilitate sales.
A campaign based on marketing automation was launched in 20 countries across the globe, in 14 different languages. ID BBN was responsible for campaign planning, visual design and content, as well as the campaign flows and all marketing automation platform implementation. The campaign made use of buyer persona specific emails directed to landing pages with different test apps and surveys for each target group. It also included several webinars held in different languages and the option of signing up for a free software trial, complete with a marketing automation program to support the trial phase messaging. The campaign messages emphasized a blend of form and function, as well as a new, improved user experience.
By the end of 2016, nearly 100% of existing partners had upgraded to the new management portal. The campaign messages reached their targets effectively, with great email open rates and click through rates for both resellers and end users. The number of active resellers grew nearly 14% from the previous year. All, in all, PSB sales increased 25% in 2016. This can be attributed to efficient use of marketing automation.
Consulting and engineering company Pöyry wanted to heat up cold calls: their goal was to more effectively support sales teams by providing them with better and more mature leads. Pöyry had previously carried out some targeted marketing campaigns, but their old methods had not provided information on the actions or interests of the target groups.
Pöyry’s marketing automation system was integrated with Salesforce CRM. IDBBN’s expertise enabled a smooth integration process. Now Pöyry marketing can monitor the actions of their leads accurately, identify the interests of different target groups, and tailor the content to suit each target group, nurturing them towards a sale.
The implementation of marketing automation and the first campaigns have yielded significant results. 2016 saw a significant increase in the value of marketing-generated opportunities within Pöyry’s Regional Operations Northern Europe (RNE) business line compared to the previous year. More importantly, the value of business closed thanks to marketing-generated opportunities multiplied over the previous year.
Atea, the market leader in IT infrastructure and system integration, wanted to emphasize their versatility by branding their service concept for digital signage. With two partners, SmartSign and Samsung, they wanted to create a branded, turnkey offering: SmartSign’s software and Samsung’s display, combined with Atea’s service. The goal of the campaign was not only to raise awareness of the new branded concept, but also to double sales of digital signage solutions, and expand into two new segments in addition to traditional IT customers.
In order to reach these potential buyers most efficiently, ID BBN generated an email campaign with content designed specifically for each chosen segment: hotels and chain stores. The campaign consisted of 2 awareness stage emails for each segment, a campaign page with dynamic content and two nurturing messages. The contacts were encouraged towards purchasing decision by presenting the benefits and possibilities of digital signage with an inspiring handson approach using successful customer cases, infographics and a downloadable best practices guide. The nurturing messages encouraged contact and promoted the competitive pricing more strongly.
This email marketing campaign enabled Atea to offer prospects the right content at the right time, resulting in a significant increase in sales. Careful segmentation and utilization of dynamic content on the landing page helped the company bring a new branded concept to new target audiences, all of which resulted in a staggering ROI of 7900%.
Visma Software’s products include ERP and financial management software, both on premise and SaaS products. They develop their business among SMEs through direct customer acquisition, a network of resellers and a partner network of accounting companies.
Visma Software aims to expand their accounting company network, to increase the number of users of their SaaS-based Visma Fivaldi software, and to build closer cooperation with existing accounting company partners by informing them about the benefits of a new partner program and changes in modes of operation.
The objective for late 2016 was to shift the focus of marketing from email send-outs towards well-planned and strategically managed marketing automation to serve the needs of both existing and potential customers. Visma Software had a fair amount of good content and data available, but there was no systematic plan for utilizing it all as a whole.
A buyer persona-based, content-focused marketing program built by ID BBN brought a great change to Visma Software’s marketing and sales. They leapt from a spray-and-pray campaign-oriented culture to one of analytics-based marketing that led to a comprehensive and long-lasting chain of events from the top of the sales funnel all the way to onboarding and serving loyal accounting company partners.
The target group was segmented into two types of buyer persona (conservative and progressive) and directed to the Visma Suunta content hub. The content offered reflected the buyer persona’s wants and needs. Based on their actions, each visitor enters a nurturing campaign.
Initially, nurturing is used to introduce interesting and useful content, and as the recipient is readied for purchase, the focus shifts to more direct messages with content determined by the current situation of the accounting company: emphasizing either the benefits of cloud-based software or the partner program. The Visma Suunta hub and all communications are executed within the Eloqua marketing automation system.
The program built for accounting companies has reached its targets very effectively. As a whole, 2016 was a success for Visma Software lead generation, exceeding all targets and creating new records.
Have a look at our previous projects!