Outsourced marketing department for leading software reseller

BlueBridge One is a leading UK reseller of NetSuite cloud-based ERP software, and one of only two accredited as 3 Star Solution Providers. Established in 2003, BlueBridge One provides both the products and the professional services involved in implementing, customising and supporting NetSuite solutions for growing and mid-size organisations.

Accelerating business growth

In the summer of 2011, after solid year on year growth primarily through partner development, referrals and telemarketing, BlueBridge One wanted to accelerate growth by adopting a more strategic and tactical approach to marketing. The core objectives were to generate more leads and build the brand.

Marketing that keeps in step with growth

Xander Marketing was selected due to its outsourced marketing department value proposition. This is readily up-scaled to grow with BlueBridge One while avoiding the need for the business to have in house marketing resources. Xander Marketing’s track record of success working with other SaaS and web applications clients strongly supported this decision.

Initially a Marketing Strategy was commissioned by BlueBridge One which included:

• Examining the target market, competition, USP and positioning of BlueBridge One
• Developing communications to create consistent marketing messaging
• Reviewing all the marketing channels through which BlueBridge One could integrate activity over the next 12 months
• Developing an integrated month by month multi-channel marketing plan

Xander Marketing responsibilities

Once this marketing strategy was in place, Xander Marketing became responsible for:

• Developing the Marketing Strategy with quarterly and monthly reviews
• Re-designing the website
• Website CRO
• Managing and optimising Google Ads campaigns
• Generating leads through email marketing
• Creating a newsletter template and broadcasting a quarterly email newsletter
• Reviewing and providing recommendations for website optimisation
• SEO (Search Engine Optimisation) and ongoing link building work
• Setting up and creating regular blog posts that connect issues of relevance to the target audience with BlueBridge One as a NetSuite solution provider
• Setting up and managing a Twitter account and undertaking business tweeting
• Setting up and managing a LinkedIn page
• Reporting on analytics across all channels to provide a single view of marketing effectiveness

Increased sales leads and brand awareness

The results demonstrate the effectiveness of outsourcing to Xander Marketing:

• Sales leads have increased by 35%
• Email marketing campaigns are generating 20 - 60 leads a month
• Awareness of BlueBridge One has increased and old prospects are interacting with BlueBridge One again
• SEO - 3 keywords were in the top 10 (none in the top 5) before work started. Now 19 are in the top 10 (including 8 in the top 5)
• Google Ads now achieves higher click through rates and positions
• Through content distributed over email, the blog and social media channels, the audience now perceives BlueBridge One as a thought leader

“Xander Marketing enables us to have a focused marketing resource without the need to hire a full time marketing team.”

Jon Ryan, Managing Director, BlueBridge One