neil morgan evp global marketing sage
TRANSCRIPT
Welcome to Digital World Series
Birmingham 22 April 2016@DigWorldSeries
#digiacademy
Wifi:customerfirst
@DigWorldSeries#digiacademy
© 2015 Sage Software, Inc. All rights reserved.
Digital Transformation @Sage
Neil MorganEVP Digital Marketing @neil_morgan
…..
© 2015 Sage Software, Inc. All rights reserved.
Sage Marketing Today
05/01/2023 4
24OPCOS
1201Campaigns
4SEO tools
24SEO metrics
9Bid tracking tools
>100Websites
25Agencies
150+Accounts
2Search engines
24Markets
1.2MMKeywords
© 2015 Sage Software, Inc. All rights reserved.
Insights
05/01/2023 5
Customers for life
Winning in the market
Revolutionise the business
Capacity for growth
One Sage
Internal
© 2015 Sage Software, Inc. All rights reserved.
Our Approach
Key InsightsOne Sage
Customers for Life
Winning in the market
Revolutionise the Business
Capacity for Growth
Internal
Strategic Framework
Observations & recommendations
Sage Digital Vision
6 Strategic pillars
Customer value proposition (CVP)
Digital Roadmap
Tactical vs. strategic ideas
KPIs
Next steps
© 2015 Sage Software, Inc. All rights reserved.
Our Marketing Vision:
To become the most recommended brand by businesses around the world.
By becoming the go-to source for advice and technology solutions to create, grow and energize a business throughout its
entire life.
© 2015 Sage Software, Inc. All rights reserved.
Six pillars of digital strategy
05/01/2023 8
REIMAGINE THE
EXPERIENCE
DISRUPT THE CATEGORY
HARMONISETHE BRAND
CREATE ENGAGING CONVERSATIONS
INCREASE REACH - UNLOCKREVENUE
MOBILISE INTERNAL
EXPERTISE
© 2015 Sage Software, Inc. All rights reserved. 05/01/2023 9
REIMAGINE THE
EXPERIENCE
DISRUPT THE CATEGORY
HARMONISETHE BRAND
CREATE ENGAGING CONVERSATIONS
INCREASE REACH - UNLOCKREVENUE
MOBILISE INTERNAL
EXPERTISE
Six pillars of digital strategy
© 2015 Sage Software, Inc. All rights reserved.
Understanding their journey Right message, right time, right channel
05/01/2023 10
AG
ILIT
Y
Build new Sage brand with branded content
Influence the “new world” of business
Promotions
“How to”conversations
Go to channel for my needs, business support
Product Knowledge and support
Day to day support
Contribute to Sage brand content
Create Sage brand content and communities
Energy Empathy Authenticity
Sage communities
Product information and sales
AWARENESS ENGAGEMENET PREFERENCE IMPACT ADVOCACY
CUSTOMER JOURNEY OVER TIME
© 2015 Sage Software, Inc. All rights reserved.
Getting our content shared firstOne Global Social channel structure
05/01/2023 11
FRANCE
PORTUGAL
IRELAND
SOUTH AFRICA
POLAND
ASIA
SPAIN
SAGE NORTH AMERICA
UK
FRANCE
PORTUGAL
IRELAND
SOUTH AFRICA
POLAND
ASIA
SPAIN
NORTH AMERICA
UK
LINKEDIN GLOBAL COMPANY PAGE
YOUTUBE GLOBAL CHANNEL
GLO
BA
L PA
GE
One YouTube Channel
End of SeptemberGLOBAL ADVICE
GLOBAL COMMUNITY
SHOWCASE PAGE
SHOWCASE PAGE
SHOWCASE PAGE
SHOWCASE PAGE
GLOBAL BLOG incl. local capabilities
Recommended handles for each @sage_usa
Facebook 1 GlobalLocal Facebook page per countryEnd of July Twitter 1 Twitter Account per Country + 1
Global Twitter Account for support /Sage + 1 Twitter Account for Sage FoundationEnd of July
LinkedIn 1 LinkedIn Global Page using geo targetingEnd of JulyShowcase page for global initiatives
AUSTRALIA
AUSTRALIA
© 2015 Sage Software, Inc. All rights reserved. 05/01/2023 12
REIMAGINE THE
EXPERIENCE
DISRUPT THE CATEGORY
HARMONISETHE BRAND
CREATE ENGAGING CONVERSATIONS
INCREASE REACH - UNLOCKREVENUE
MOBILISE INTERNAL
EXPERTISE
Six pillars of digital strategy
© 2015 Sage Software, Inc. All rights reserved.
Customer Intent Modelling Insight
Businesses are using search and social discussion to find accessible advice to meet business needs; they don’t yet associate this need for information with need for mentorship
05/01/2023 13
small business consultants
free start up advice
help with a business plan
advice for small business owners
450k> avg monthly
searches
150k> avg monthly
searches
145k> avg monthly
searches
35k> avg monthly
searches
NB: searches are used for illustration and are examples drawn from wider categories related to the keyword, search volumes are aggregates related to that category and are a global monthly average in English
Ideas & Strategy
General Advice
IT & Software Advice
Recruitment & Hiring
Business Plans
Loans & Funding 6 common themes across all
markets where businesses are looking to the internet for advice
© 2015 Sage Software, Inc. All rights reserved.
Customer Intent Modelling Insight
There are common threads in customer conversations that need to be capitalised on via social and an aligned content strategy.
05/01/2023 14
“Can I apply for a business
license online?”
“What kind of business license
do I need?”
“How do I register a business in
Ontario?”
“How do I split the ownership of my
business?”
Where are these concerns are coming from?
US CANADAUK
50% of searches are around
registering a business
35% of searches are around business
ownership
11% of searches are around licensing a business
4% of searches are around
business taxes
© 2015 Sage Software, Inc. All rights reserved.
Customer Value Proposition
05/01/2023 15
Sage is the go to source
for support and advice
to grow
throughout its entire life… from conception, Sage understands all the different stages of my business journey
…the Sage social community play the role of my best business advisor in my business – an expert voice with empathy, energy and authenticity
…Sage understands the
multiple facets of my business
growth
…Sage is the one global source that is driven by a community of businesses with relevant content , in real time and cuts through the clutter
and energiseFreedom to think big, agility, drive and optimism about the future
my business… personal to my needs to give me confidence
© 2015 Sage Software, Inc. All rights reserved. 05/01/2023 16
REIMAGINE THE
EXPERIENCE
DISRUPT THE CATEGORY
HARMONISETHE BRAND
CREATE ENGAGING CONVERSATIONS
INCREASE REACH - UNLOCKREVENUE
MOBILISE INTERNAL
EXPERTISE
Six pillars of digital strategy
© 2015 Sage Software, Inc. All rights reserved.
Sage Live
05/01/2023 17
© 2015 Sage Software, Inc. All rights reserved. 05/01/2023 18
REIMAGINE THE
EXPERIENCE
DISRUPT THE CATEGORY
HARMONISETHE BRAND
CREATE ENGAGING CONVERSATIONS
INCREASE REACH - UNLOCKREVENUE
MOBILISE INTERNAL
EXPERTISE
Six pillars of digital strategy
© 2015 Sage Software, Inc. All rights reserved.
Digital experiences
STRICTLY PRIVATE AND CONFIDENTIAL 19
© 2015 Sage Software, Inc. All rights reserved.
Win and delight customers through superior digital experiences
05/01/2023 20
© 2015 Sage Software, Inc. All rights reserved. 05/01/2023 22
REIMAGINE THE
EXPERIENCE
DISRUPT THE CATEGORY
HARMONISETHE BRAND
CREATE ENGAGING CONVERSATIONS
INCREASE REACH - UNLOCKREVENUE
MOBILISE INTERNAL
EXPERTISE
Six pillars of digital strategy
© 2015 Sage Software, Inc. All rights reserved.
Reimagining what we do for our customers
Relating to a customers need via Use Cases
Nurturing a conversation over time
Dynamically scoring & routing real leads (MQLs)
Lead distribution
Prospect Data TranscreationSocial
MarketingMedia
Targeting
Targeting, Nurturing
Lead scoring & routing
Web & Mobile
Accounting professionals Accountants
Growing businesses
Businesses looking for direct payments
Payroll professionals
Do morebusiness your way
Be the practice you want to be
Work different
Do more business with Sage
Become a payroll hero
© 2015 Sage Software, Inc. All rights reserved. 05/01/2023 24
REIMAGINE THE
EXPERIENCE
DISRUPT THE CATEGORY
HARMONISETHE BRAND
CREATE ENGAGING CONVERSATIONS
INCREASE REACH - UNLOCKREVENUE
MOBILISE INTERNAL
EXPERTISE
Six pillars of digital strategy
© 2015 Sage Software, Inc. All rights reserved.
Employee Advocacy
05/01/2023 25
© 2015 Sage Software, Inc. All rights reserved.
Social Selling #SociableDay: Activating 14000 Social Sellers in 1 day
05/01/2023 26
Sage Sales SSI increase
Dec March
How many prospects has LinkedIn helped you contact this month?
Social Selling
© 2015 Sage Software, Inc. All rights reserved.
Six pillars of digital strategy
05/01/2023 27
REIMAGINE THE
EXPERIENCE
DISRUPT THE CATEGORY
HARMONISETHE BRAND
CREATE ENGAGING CONVERSATIONS
INCREASE REACH - UNLOCKREVENUE
MOBILISE INTERNAL
EXPERTISE
© 2015 Sage Software, Inc. All rights reserved.