AWARDS 2012 CASE STUDY: Category 14: ‘Making your business flow better’ by Ledger Bennett
Sage 200 is a popular business software package bringing together financial management, customer relationship management and business intelligence in one simple solution.
The brief was to increase awareness of the free CRM seat that comes with every Sage 200 Suite purchase.
An existing database contained details of customers using the software for its finance capabilities. The challenge was to get the finance, sales and marketing departments talking to each other about the product.
Using a campaign theme of ‘Making your business flow better’, a direct mail piece including a PURL was sent, followed by a series of emails directing respondents to an impactful, informative microsite. All elements were tracked by Ledger Bennett’s own LeadGenerator productivity app.
Business partners were able to access campaign collateral via the Ledger Bennett CollateralPortal channel engagement app and create their own bespoke calls to action, supporting increases in sales via lead generation and measurement.
Direct communications encouraged 6 per cent PURL activation, with over 1500 web pages viewed and a return rate of over 50 per cent. Email generated an impressive 25 per cent unique open rate with a 30 per cent click-through.