© 2015 Sage Software, Inc. All rights reserved © 2015 Sage Software, Inc. All rights reserved

Sage Advice: Lessons from a Digital Transformation Neil Morgan

EVP Digital Marketing

@neil_morgan

© 2015 Sage Software, Inc. All rights reserved 2

CUSTOMERS FOR LIFE

WINNING IN THE MARKET

REVOLUTIONISE THE BUSINESS

CAPACITY FOR GROWTH

ONE SAGE

© 2015 Sage Software, Inc. All rights reserved 26-6-2017

© 2015 Sage Software, Inc. All rights reserved

Twelve Stats (circa 2015)

3

24 ENTITIES

1201 CAMPAIGNS

4 SEO TOOLS

24 SEO

METRICS

9 BID TRACKING

TOOLS

>200 WEBSITES

25 AGENCIES

150+ ADWORDS

ACCOUNTS

2 SEARCH

ENGINES

<1% ECOMMERCE

1.2MM KEYWORDS

200+ SOCIAL

PROFILES

26-6-2017

© 2015 Sage Software, Inc. All rights reserved

Digital Experiences

4 STRICTLY PRIVATE AND CONFIDENTIAL 4 © 2015 Sage Software, Inc. All rights reserved 26-6-2017

© 2015 Sage Software, Inc. All rights reserved

1. Evangelise a singular vision

19-06-17 5

To win and delight customers through superior

digital experiences

© 2015 Sage Software, Inc. All rights reserved

2. Align Strategy & Execution

19-06-17 6

REIMAGINE THE

EXPERIENCE

DISRUPT THE

CATEGORY

HARMONISE

THE BRAND

CREATE ENGAGING

CONVERSATIONS

INCREASE REACH –

UNLOCK REVENUE

MOBILISE INTERNAL

EXPERTISE

One Sage

Customers

for Life

Winning in

the market Revolutionise

the business

© 2015 Sage Software, Inc. All rights reserved

Capacity

for growth

© 2015 Sage Software, Inc. All rights reserved

3. Understand the customer journey

© 2015 Sage Software, Inc. All rights reserved

3. UNDERSTAND THE CUSTOMER JOURNEY

19-06-17 8

Elodie customer journey

Video goes here

© 2015 Sage Software, Inc. All rights reserved

BUY

NOW

PERFECT

100+

EMPLOYEES 90%

OFF

YOU NEED

ME MORE NO BUY

ME I’M WAY

BETTER

THIS

WILL

WORK

BUY

ME

THIS

SOLVES

THAT ONE

PROBLEM

FREE

TRIAL DEMO

DEMO

NO BUY

ME I’M WAY

BETTER

BUY

ME BUY

ME

PAYMENTS

ACCOUNTING

PEOPLE & PAYROLL

ACCOUNTANTS

ERP

4. Simplify

26-6-2017 8

© 2015 Sage Software, Inc. All rights reserved

5. Create real customer value

26-6-2017 10

Social spam

…and audience-centric advice.

User-generated inspiration…

© 2015 Sage Software, Inc. All rights reserved

6. ‘Build it & they will come’

ATLANTA USA, Canada,

Australia

DUBLIN France, Germany,

Spain, UK, Ireland,

South Africa Demographics

• Technology centric

• Cloud experienced

• Millennials at the core

• Seasoned operators

• Accounting & business

experience

• >10 languages [CATEGORY NAME

]

[CATEGORY NAME

] [CATEGORY NAME

]

[CATEGORY NAME

]

, 0

Colleagues by Function

Atlanta:

3 countries

Dublin:

6 countries

19-06-17 11 © 2015 Sage Software, Inc. All rights reserved

© 2015 Sage Software, Inc. All rights reserved 6/26/2017 12

7. Evangelise Everywhere

19-06-17

12 © 2015 Sage Software, Inc. All rights reserved

© 2015 Sage Software, Inc. All rights reserved 26-6-2017 13

© 2015 Sage Software, Inc. All rights reserved

8. Culture Eats Strategy for Breakfast*

19-06-17

14 © 2015 Sage Software, Inc. All rights reserved

* Peter Drucker

© 2015 Sage Software, Inc. All rights reserved

MARKETING TEAM OF THE YEAR SHORTLISTED (RESULTS JUNE 22)

• CAMPAIGN DEVELOPMENT TEAM

BEST B2B STRATEGY/

CAMPAIGN HIGHLY COMMENDED

• ACCOUNTING

BEST INTERNATIONAL CAMPAIGN SHORTLISTED

• BMS

• PEOPLE & PAYROLL

WINNER:

Advocate Marketing Academy

Best Use of Social

Instagram “Humans of Business”

SHORTLISTED:

Content Marketing Association

Best Video Content

Startup stories “pop-up” studio

WINNER:

B2B Marketing Exchange

“Finny” – Killer Content Award

Startup stories “pop-up” studio

9. Celebrate Success

19-06-17

14

© 2015 Sage Software, Inc. All rights reserved

Summary

26-6-2017 16

I’ve learned two

important lessons in life.

I can’t recall the first one

but the second one is

that I need to start

writing stuff down.

© 2015 Sage Software, Inc. All rights reserved