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.

THE 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. ​