SAP Sybase

MODintelechy quickly developed a crawl-walk-run plan that included a ‘Don’t Let your Power Run Out’ campaign for software renewals and a new software licensing acquisition program that included campaign branding, microsite development, SEO, Paid Search campaigns, as well as strategy and execution of a software trial nurture program utilizing Marketo. MOD brought together a multi-disciplinary team in record time that spanned creative, UX, SEO, paid search, marketing automation, as well as sales and marketing integration. The engagement started with an analysis of the buyer journey process, namely the free 30 day trial of Sybase PowerBuilder software. The buyer journey data that was available itself was sparse, so the MOD team started by utilizing their experience and strategy to map a contact journey that lined up with the discovery and software trial experience. The initial contact strategy developed by MODintelechy was a series of 5-7 emails sent based on lead scoring to let the sales team know the optimal time to reach out/not to reach out to prospects during the trial and renewal process. To drive prospects to the trial, a new microsite was developed with strong keyword research that was used for both SEO and paid campaigns. The real magic occurred over the course of the program, as the MOD team drove cost per lead from over $100/lead to under $15/lead by continually optimizing the program post- launch.