A cross channel demand generation campaign with ‘built in’ lead management and tracking.

Anderson Baillie devised the Fingertip Campaign for Business Objects, an SAP company. The purpose of the campaign was to launch two new products across the 2 Channels : Volume Distribution and the VAR Partner Channel via a common campaign platform. The campaign targeted it's outbound activity at mid-market organisations initially across the EMEA regions. To ensure cultural acceptance, all elements of the campaign were translated into French, German, Spanish, Italian and Dutch.

The campaign structure was predominantly led via a series of tailored and targeted emails broadcasts. The emails delivered a sequence of messages to encourage maximum user participation and direct users to the website. To aid market intelligence capture and lead generation the campaign was supplemented by telephone research.

In support of the campaign Anderson Baillie Digital built a series of multi-lingual websites to act as the destination portal for the campaign programme. To add gravitas to the normal product promotional approach the campaign incorporated a user insight survey exploring the challenges facing mid-market organisations. Call to actions and fulfilment were delivered via a series of associated campaign assets including video, webinars, podcasts, technical papers, case studies and free software trials.

To maximise the channel adoption for the campaign, a parallel initiative targeted Business Objects' partners across the Distribution and VAR Channels to provide a self-service 'Campaign in a Box' and support for premier partners via a ‘Managed Service’ campaign provision.

Anderson Baillie’s own lead management solution Campaign.mgr was used to deliver real time automated lead reporting, offering SAP marketing contacts with aggregated lead analysis across their regions, channels and product groups. Anderson Baillie’ s Activity Monitor tool provided campaign and website activity analysis.