SAP

Software Acquisition and Renewals Program Development

The Story

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SAP’s Sybase division was experiencing a decline in new Sybase PowerBuilder licensing revenue as well as a decline in existing software renewal rates. SAP Sybase engaged MODintelechy for a strategic solution.

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The Work

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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 wasdeveloped 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.

"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 process."

The Results

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By orchestrating the buyer and customer journey utilizing journey mapping and multiple marketing/sales channels and tactics, we helped generate 100% YoY in Sybase PowerBuilder new and renewals license revenue. MODintelechy drove cost per lead from over $100/lead at launch to below $15/dollars per lead after 3 months. The success of the program led to SAP awarding an additional product line, Sybase PowerDesigner, to MOD for a similar software licensing acquisition and renewals program.

  • 100% YOY Revenue Increase
  • <$15 cost per conversion/inquiry
  • Awarded additional product line – PowerDesigner