BDA

Overview

Sage, a leading supplier of business software and services to 6.3 million customers worldwide, turned to bda with the primary aim of engaging customers with its portfolio of taxation software and support. It required an integrated strategic campaign to reach more than 14,000 accountancy practices comprising of existing and prospective customers.

As part of the integrated campaign bda worked closely with Sage, and built a campaign microsite. This was used as a framework to generate personalised URLs, or ‘PURLs’, for Sage’s customer base.

A PURL is a unique website, containing variable data tailored to the user. With this campaign, Sage required its customers’ PURLs to serve as a platform for its taxation products that could be developed and evolved to support the changing aspirations of the product/campaign.

Like any PURL, those created for this campaign were linked to a reporting dashboard, enabling Sage to analyse, in real-time, users’ actions: what they had clicked on, what had piqued their interest.

Not only did this allow us to amend the site with what customers required, it also meant Sage’s telesales team could quickly identify opportunities, and start conversations at the right point, about the relevant product to support customer’s ambitions.

The first campaign promoting the PURL started with an e-shot, and within 30 minutes of sending it, more than 200 of Sage’s customers had visited their PURL, becoming 349 by the end of the day and more than 1000 by the end of the week.

Since the site’s launch in September 2009, we have run a series of campaigns directing customers to the PURL. This is supported with a regular newsletter-style printed mailer, featuring relevant, personalised content to deliver an unrivalled customer experience.

For Sage, the project has generated a strong return on investment. The campaign scooped the New Media Award 2010 prize for Best Business to Business Campaign.

Website

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