© 2015 Sage Software, Inc. All rights reserved © 2015 Sage Software, Inc. All rights reserved
Sage Advice: Lessons from a Digital Transformation Neil Morgan
EVP Digital Marketing
@neil_morgan
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CUSTOMERS FOR LIFE
WINNING IN THE MARKET
REVOLUTIONISE THE BUSINESS
CAPACITY FOR GROWTH
ONE SAGE
© 2015 Sage Software, Inc. All rights reserved 26-6-2017
© 2015 Sage Software, Inc. All rights reserved
Twelve Stats (circa 2015)
3
24 ENTITIES
1201 CAMPAIGNS
4 SEO TOOLS
24 SEO
METRICS
9 BID TRACKING
TOOLS
>200 WEBSITES
25 AGENCIES
150+ ADWORDS
ACCOUNTS
2 SEARCH
ENGINES
<1% ECOMMERCE
1.2MM KEYWORDS
200+ SOCIAL
PROFILES
26-6-2017
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Digital Experiences
4 STRICTLY PRIVATE AND CONFIDENTIAL 4 © 2015 Sage Software, Inc. All rights reserved 26-6-2017
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1. Evangelise a singular vision
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To win and delight customers through superior
digital experiences
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2. Align Strategy & Execution
19-06-17 6
REIMAGINE THE
EXPERIENCE
DISRUPT THE
CATEGORY
HARMONISE
THE BRAND
CREATE ENGAGING
CONVERSATIONS
INCREASE REACH –
UNLOCK REVENUE
MOBILISE INTERNAL
EXPERTISE
One Sage
Customers
for Life
Winning in
the market Revolutionise
the business
© 2015 Sage Software, Inc. All rights reserved
Capacity
for growth
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3. UNDERSTAND THE CUSTOMER JOURNEY
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Elodie customer journey
Video goes here
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BUY
NOW
PERFECT
100+
EMPLOYEES 90%
OFF
YOU NEED
ME MORE NO BUY
ME I’M WAY
BETTER
THIS
WILL
WORK
BUY
ME
THIS
SOLVES
THAT ONE
PROBLEM
FREE
TRIAL DEMO
DEMO
NO BUY
ME I’M WAY
BETTER
BUY
ME BUY
ME
PAYMENTS
ACCOUNTING
PEOPLE & PAYROLL
ACCOUNTANTS
ERP
4. Simplify
26-6-2017 8
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5. Create real customer value
26-6-2017 10
Social spam
…and audience-centric advice.
User-generated inspiration…
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6. ‘Build it & they will come’
ATLANTA USA, Canada,
Australia
DUBLIN France, Germany,
Spain, UK, Ireland,
South Africa Demographics
• Technology centric
• Cloud experienced
• Millennials at the core
• Seasoned operators
• Accounting & business
experience
• >10 languages [CATEGORY NAME
]
[CATEGORY NAME
] [CATEGORY NAME
]
[CATEGORY NAME
]
, 0
Colleagues by Function
Atlanta:
3 countries
Dublin:
6 countries
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7. Evangelise Everywhere
19-06-17
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8. Culture Eats Strategy for Breakfast*
19-06-17
14 © 2015 Sage Software, Inc. All rights reserved
* Peter Drucker
© 2015 Sage Software, Inc. All rights reserved
MARKETING TEAM OF THE YEAR SHORTLISTED (RESULTS JUNE 22)
• CAMPAIGN DEVELOPMENT TEAM
BEST B2B STRATEGY/
CAMPAIGN HIGHLY COMMENDED
• ACCOUNTING
BEST INTERNATIONAL CAMPAIGN SHORTLISTED
• BMS
• PEOPLE & PAYROLL
WINNER:
Advocate Marketing Academy
Best Use of Social
Instagram “Humans of Business”
SHORTLISTED:
Content Marketing Association
Best Video Content
Startup stories “pop-up” studio
WINNER:
B2B Marketing Exchange
“Finny” – Killer Content Award
Startup stories “pop-up” studio
9. Celebrate Success
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14