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Sage shows that understanding size matters
The enterprise software brand drove open rates of over 50% and click-to-lead conversion rates of 39% by talking directly to the needs of SMBs Size isn’t everything in business – but understanding the needs of different-sized businesses has a huge contribution to make to B2B lead generation. Investing in content to address the growth challenges of Small and Medium-sized Businesses (SMBs) generated quality leads at an exceptional rate for Sage.
Challenge
• Target key software decision-makers at Spain-based SMBs
• Generate quality leads at scale for Sage Live, the cloud-based business management solution
• Raise awareness amongst the target audience to ensure a strong conversion rate and low cost per lead (CPL)
Solution
• Campaigns targeted by company size
• eBook on the workflow changes that enable growth for SMBs
• Sponsored InMail providing a direct call-to-action to download
• Sponsored Content to raise awareness of Sage and Sage Live
Why LinkedIn:
• Building on previously successful lead generation campaigns
• Targeting capabilities to reach likely decision-makers at SMBs
• World’s leading professional content platform – and a natural environment for exchanging premium content for leads
Results
• Open rate of over 50% for Sponsored InMail
• 4.79% of those receiving InMails clicked through to Sage’s business growth eBook
• Clicks converted to leads at a rate of 39%
About Sage
Sage provides small and medium sized organisations with a range of easy-to-use, online and cloud business management software and services - from accounting and payroll, to enterprise resource planning, customer relationship management and payments. Our customers receive continuous advice and support through our global network of local experts to help them solve their business problems, giving them the confidence to achieve their business ambitions.
INDUSTRY: Tech - Software
NO. OF EMPLOYEES: 10001+
HQ LOCATION: United Kingdom
“Our goal is leads and Sponsored InMail is most effective at driving those. However, we found that InMail is even more effective when it’s balanced with Sponsored Content to build awareness.”
Juan Guerrero
Senior Manager
Digital Marketing Marketing Department
Sage Spain
