Xerago helped a software giant drive brand awareness and reinforce its product positioning by running B2B marketing campaigns across channels that increased email open rates from 14% to 35%.

The client is a leading provider of software solution that enables business to integrate internal operations, business partners and customer channels in real time.

Challenges

The company was looking to reinforce its product positioning and create brand awareness of its leadership position in the BPM space. Xerago was identified as a partner to drive this B2B marketing campaign.

Solution

Xerago undertook a detailed analysis of the client's marketing environment, competition and product positioning. Xerago identified that a successful campaign would entail:-

1. Targeting C level executives within the target group of companies.

2. Leverage SOA (Service Oriented Architecture) concept momentum prevalent on the web.

Based on the analysis, Xerago identified the appropriate media vehicles for the campaign and matched the target segment with the ideal media mix and built the line of communication that addressed the segment’s sensibilities. Further creative build out and adaptation of communication for each media vehicle was carried out as part of the campaign development. Xerago helped the client with campaign development and management across the digital spectrum.

Results

Overall discount and value-ads provided to the client during the Media buying and negotiation stage was around 40 %.

Average email open rates increased form 14% to 35%.

Achieved click through rates of 0.71%.

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