Sage People is a leading global HR and People management system that transforms how companies attract, manage and retain their workforce. Designed specifically for medium and multinational organisations (from 200 to 5,000 employees), Sage People is a quick to implement solution that can be configured to meet a variety of business requirements.
What Sage People Needed
The team at Sage were eager to create a lead funnel engaging senior manager and director level contacts representing organisations in a highly targeted set of industries, with 200 - 5,000 employees. In order to ensure these leads had a connection with the Sage People brand, and the core product messaging, the campaign needed to incorporate multiple touch points across a variety of media platforms. In order to ensure contact from Sage, potential optimally timed leads needed to be transmitted directly to Sage’s lead handling platform Eloqua, via API, within 5 working days of their second engagement.
How we Created Success
After consulting with Sage on the resources they had available, we created a multi-touch campaign programme. This included downloadable content, a live webinar and various additional promotional content locations strategically positioned around the HR Grapevine website and our digital magazine.
Our in-house research team carried out some extensive work into adding and qualifying new contacts that fell within the Sage criteria in order to boost the segment in preparation for the targeted marketing activities. We created a series of automated nurturing journeys that qualified new and existing audience members within the target criteria, positioning the most appropriate associated content in front of HR Directors within 48 hours of their first engagement. We supported this with a secondary messaging stream for prospects who became dormant before converting to ensure they were receptive to future content releases. In order to streamline the lead delivery process, we worked closely with Sage's data team to set up an API which meant that the leads could be synced directly over to Sage, eliminating spreadsheets and manual lead handling.
This has created hundreds of leads and tens of thousands of brand impressions for the Sage People team.