ABOUT THE COMPANY
Oracle NetSuite (or Netsuite in short) is the world’s leading provider of cloud-based business management software. The company is part of the Oracle group and it provides a suite of cloud-based financials / Enterprise Resource Planning (ERP) and omnichannel commerce software that runs the business of more than 24,000 customers in more than 200 countries and territories globally. Locally, NetSuite is Singapore’s leading web-based business software, including accounting, ERP, CRM, inventory, and e-commerce.
THE CHALLENGE
Towards the end of 2019, Netsuite saw a sharp decline of over 45% in the lead volume for the local and SEA market. The client wanted to increase the number of Marketing Qualified Leads (MQL) in this region so that it can be passed on to their sales department to boost their overall revenue. The drop in MQL meant that the sales team was receiving less interest from prospects which had severely affected their sales pipeline. At the start of 2020, the client decided to work with OC Digital due to our proven track record in working with clients in the B2B sector as well as our systematic approach to B2B marketing. In the end, launched a performance-focused lead generation digital marketing campaign to target Singapore and other SEA countries.
THE SOLUTIONS
Armed with a clear understanding of the B2B market characteristics. One of the main differences between B2C and B2B is the size of the target market companies are trying to reach with ads. B2C PPC ad campaigns are generally geared towards general consumers and can often be quite large. Whereas the B2B space is often a little more complex. You’re trying to reach employees at other companies, oftentimes in very niche markets or sectors. This means that a B2B PPC campaign will be targeted to a much smaller audience.
This was the same case for Netsuite. We used a 3-Prong approach to target and optimize towards the most refined audience. FIRST, we worked closely with the client to scope and identify a Pre-Campaign Audience segment. We scoped out more than 25 different target audience segments and set up the campaign into this level of granularity. NEXT, we executed the campaign and measured the results of each of the different audience segments. LASTLY, we went on to refine the Target Audience list to ensure our ads reach only the most targeted individuals.
The ad journey is a seamless process that helps the lead generation overall.
THE RESULTS
OC Digital aligns Oracle Netsuite’s keyword strategy with the buyer’s journey. The keywords we selected for the client’s ad campaigns have a direct impact on the results and we generated a higher ROI. As mentioned above, the B2B buyer’s journey can be quite long, especially when many people are involved in the decision-making process. Before they make a purchase decision, they typically go through certain stages, which are: Awareness, Consideration, Purchase, Retention, Advocacy.
Positive Words from Our Satisfied Client
“We like the strong and proactive support from the OC Digital team. Working with a local agency, OC Digital was able to share insights and provide timely advice to us on how our digital lead generation activities can be better executed.”
Amabel Nathania, Netsuite
Marketing Manager ASEAN, HK & Taiwan
