SAP Sybase

SAP’s Sybase division was facing declining new licensing revenue for Sybase PowerBuilder and diminishing software renewal rates.

Recognizing the need for a strategic overhaul, SAP Sybase engaged MOD+Co to develop a comprehensive solution aimed at reversing both trends.

The answer was a renewals campaign and a new licensing acquisition program, built and optimized together.

Capabilities

Industry

Enterprise Software

Go To Market

Personalization

Automated Lead Nurture

Sales & Marketing Alignment

Technology

Marketing Automation

Data

Audience Management

01

Strategic Campaign Development

MOD+Co rapidly crafted a phased crawl-walk-run approach.

The initiative began with the “Don’t Let Your Power Run Out” campaign, focused on software renewals, alongside a new software licensing acquisition program.

The effort included campaign branding, microsite development, SEO, paid search, and the design and execution of a software trial nurture program in Marketo.

02

Cross-Disciplinary Execution

A multi-disciplinary team was assembled at speed, combining creative, UX, SEO, paid search, marketing automation, and sales-marketing integration.

The engagement kicked off with a detailed analysis of the buyer journey, particularly around the 30-day free trial of Sybase PowerBuilder.

With limited buyer journey data available, MOD+Co drew on experience to map a contact journey aligned with the discovery and trial process.

03

Targeted Lead Nurturing

The initial contact strategy featured a series of five to seven emails triggered by lead scoring.

The sequence told the sales team the optimal times to engage, or not engage, with prospects during the trial and renewal phases.

04

Optimizing After Launch

To drive prospects to the trial, MOD+Co developed a new microsite backed by strong keyword research, instrumental in both SEO and paid campaigns.

The real impact came after launch. Continuous optimization reduced the cost per lead from over $100 to under $15 within three months.

The Results

Through meticulous journey mapping and the orchestration of multiple marketing and sales channels, MOD+Co enabled SAP Sybase to reverse both trends.

Year-over-year revenue doubled, and cost per inquiry fell below $15.

As a testament to the program’s effectiveness, SAP awarded MOD+Co an additional project: a similar acquisition and renewal program for the Sybase PowerDesigner product line.