Software AG is an enterprise software company that connects enterprises through APIs, integrations, and IoT.
It was founded in 1969 and supports over 10,000 enterprise customers across 70 countries, making it the second-largest software vendor in Germany and the seventh-largest in Europe.
INDUSTRY RECOGNITION
THE CHALLENGE
Software AG’s CRO said it best: “70% of The Fortune 1000 use Software AG’s best-in-class products and services, and yet it also happens to be the least well-known, billion-dollar software company in the world.”
The challenges were twofold. We had to raise Software AG’s brand presence against loud and famous competitors like Google, Microsoft, and Salesforce in North America, and we also looked to overcome brand recall difficulties caused by inconsistent brand experiences stemming from multiple taglines and sub-brands used in-market.
Our objective was to raise awareness of and drive demand for Software AG’s market-leading products and services. We were tasked with increasing consideration in 511 key accounts and delivering 70 influenced opportunities.
WHAT WE DID
INSIGHTS & STRATEGY
LAYING THE FOUNDATIONS FOR AN END-TO-END JOURNEY
Whatever we produced for the campaign needed to be: (A) Visually unique enough to break through the clutter, and (B) Educational and valuable enough to take our target account list on a journey from awareness through to consideration.
When software seamlessly integrates, businesses can deliver a singular experience. It makes everything better as things just… work. This simple truth inspired the creative execution of the campaign, the ‘Seamless is More’ tagline, and a unique visual identity that seamlessly connects two images into one.
BIG IDEA
SEAMLESS IS MORE
To ensure the campaign was visually unique enough to break through the clutter, we featured striking imagery juxtaposing two seemingly unrelated industries together — including the verticals represented by our target account list.
We then paired this creative wrapper with clear, straightforward headlines to reinforce Software AG’s ability to deliver seamless connectivity and the benefits it brings.
EXECUTION
OUR ABM SURROUND STRATEGY
We brought the campaign to life through an integrated mix of paid media, content syndication, social selling, sales enablement, and contextual landing pages tailored to each account to build a unique ABM ‘surround’ strategy aimed at driving engagement and leads.
The campaign started with a big brand push optimised for brand metrics like impressions, landing page views, and video views. Then, as we began to demonstrate high levels of engagement, we brought in lower-funnel tactics designed to convert engagement into real leads and pipeline opportunities.
This helped us approach the top cold prospects multiple times, at different points, without subjecting them to the feeling of being targeted — warming them to Software AG instead of overwhelming them.
RESULTS
$13.9M
in influenced pipeline
23M+
impressions
118
influenced opportunities
5,105
leads
The results are a testament to strategy, creative, and activation working in unison — using data and insights to ensure Software AG talked to the right accounts with the right message, at the right time.
The results of this campaign are amazing. It has influenced how we go to market this year in a transformative way.
Laura Talley
VP Marketing, Software AG Americas
We enjoy what we do
And we don’t mind saying we’re good at it.
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