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Epicor


WE CREATE ARTWORKS, CONCEPTS, INTERIORS & BRAND DESIGN

Changing the conversation

Following a highly successful test campaign targeting CFOs, BH&P was appointed to develop a global inbound campaign based on the insights from Epicor's most recent global business growth survey.

Challenge:

Work with Epicor's PR team on messaging, develop a strong campaign concept base on the idea of "changing the conversation" at the boardroom table with better business insight from Epicor ERP.

Insight:

This is a highly competitive global market, with market leaders Microsoft and LOracle having the lion's share of market value. As a challenger brand with industry vertical expertise, Epicor requires highly innovative inbound digital marketing campaigns, executed globally both to support brand,  awareness and engagement messaging, and to drive lead generation.

Why BH&P:

BH&P have extensive skills in: Strategic planning, content marketing, inbound marketing, marketing automation (Marketo), advertising, retargeting, social, direct mail, film, PR

Solution:

BH&P developed core campaign assets including an eBook, infographic and video content in 11 languages, and tailored to three separate industry verticals. The chosen solution was implemented across Google search and contextual advertising, campaigns on the Economist and the Financial Times (FT), LinkedIn advertising, in a LinkedIn InMail campaign, organic social media activity and influencer / distributor messaging.

The advertising campaign included multiple variants for brand amplification, retargeting and lead generation. The campaign results exceeded expectations, with an improvement on Epicor's typical LinkedIn CTR of 160%, InMail generated 22 warm sales leads, Google contextual CTR exceeded benchmark by 24%.

Brand and strategy Inbound marketing Print and OOH

Epicor

Following a highly successful test campaign targeting CFOs, BH&P was appointed to develop a global inbound campaign, based on the insights from Epicor's most recent global business growth survey.

Task

Taking the results of the global growth survey as a starting point, BH&P worked with Epicor's PR team on messaging, developing a set of three possible campaign concepts base on the idea of "changing the conversation" at the boardroom table, through the provision of high quality consistent business information, using Epicor ERP. BH&P developed core campaign assets including an eBook, infographic and video content in 11 languages, and tailored to three separate industry verticals. The chosen solution was implemented across Google search and contextual advertising, campaigns on the Economist and the Financial Times (FT), LinkedIn advertising, in a LinkedIn InMail campaign, organic social media activity and influencer / distributor messaging, and through a series of nurture emails, all co-ordinated through the Marketo automation platform. The advertising campaign included multiple variants for brand amplification, retargeting and lead generation, and a high quality direct mail pack was also developed to support Epicor's ABM programme. The campaign results exceeded expectations, with an improvement on Epicor's typical LinkedIn CTR of 160%, InMail generated 22 warm sales leads, Google contextual CTR exceeded benchmark by 24%.

  • Date

    November 1, 2017

  • Skills

    Strategic planning, content marketing, inbound marketing, marketing automation, advertising, retargeting and RLSA, direct mail, Marketo, print, film, PR

  • Client

    Epicor

  • Channels:

    FT, Economist, Google, LinkedIn, YouTube, Email, Direct Mail

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