Sage
B2B Performance Marketing Case Study
During my tenure at GroupM (Mindshare, WPP), I managed comprehensive B2B performance marketing campaigns for Sage Global across Australia, UK, Ireland, and MEA markets. This experience showcased my ability to execute sophisticated account-based marketing strategies for a leading business software provider.
Strategic Approach
- Implemented targeted account-based marketing (ABM) strategies across global markets.
- Orchestrated programmatic advertising campaigns through premium platforms including DV360, Adobe Marketing Cloud, and Trade Desk.
- Developed segment-specific messaging for different business sizes and industry verticals.
- Executed end-to-end campaign management from setup and activation to monitoring and optimization.
Campaign Execution
- Managed quarterly budgets exceeding ~$5 million across multiple markets.
- Collaborated closely with account management teams to ensure alignment with Sage's business objectives.
- Leveraged data-driven insights to optimize audience targeting and campaign performance.
- Implemented sophisticated B2B marketing funnels with tailored content for each stage.
Technical Implementation
- Utilized 6Sense platform for intent-based targeting and account identification.
- Deployed cross-channel attribution models to track complex B2B customer journeys.
- Implemented A/B testing frameworks to optimize creative performance and messaging.
- Created custom reporting dashboards to track campaign KPIs and ROI metrics.
Results & Impact
- Delivered consistent performance exceeding campaign KPIs by leveraging programmatic optimization techniques.
- Improved lead quality and conversion rates through precise audience targeting.
- Provided tactical insights and strategic recommendations that enhanced campaign effectiveness.
- Contributed to Sage's market position as a leading business software provider through targeted acquisition strategies.
This campaign demonstrated my ability to execute sophisticated B2B marketing strategies across multiple international markets while managing substantial budgets and delivering measurable results.