Generating demand by adding value
The first layer of Sage’s Sponsored Content strategy targeted HR and payroll professionals in businesses of 200 employees or fewer, with content to raise awareness about the new requirements and how it affected them. Sage then retargeted those who engaged with a downloadable compliance guide. Integrating LinkedIn Lead Gen Forms generated qualified leads from the organisations most affected by the new law, who were actively considering the suitability of their existing payroll solutions. “This generated highly relevant leads while also providing great content for our sales teams to reach out to businesses using Sales Navigator,” says Mélanie.
Targeting a timely moment of opportunity for thought leadership produced spectacular results. The campaign generated over 700,000 impressions with earned media from organic sharing increasing its reach by more than 20%. It then translated this engagement into 4x the number of leads targeted by Sage, at a cost per lead (CPL) that was less than a fifth of that achieved previously.