Sage is the market leader for integrated accounting, payroll, and payment systems. They have a strong presence in Europe, but they’re living in the shadow of Quickbooks in the US.
So how do you build a Go-to-market strategy when that happens
My role at the time was Digital Campaign Manager for Sage 50, their flagship legacy accounting software before the move to the Cloud. A lot of accountants were still very happy with the product but it was losing ground.
Still they want to keep the boat afloat so we were spending a lot of money on Google Ads. This is why I was here to optimize the account with the help of a few other resources.
I was basically in charge of coming up with quarterly campaigns with a multi-channel and multi-touch approach. We also spend a lot of time improving their social media presence and improve every touch point of the customer journey using CRO (conversion rate optimization).