Outsourced marketing support for expense management software

Expense On Demand is expense management software for SMEs used by organisations of all sizes. With core markets in the UK and India, it was looking for outsourced marketing support when it approached Xander Marketing in 2011.

Sector experience and a marketing requirement

Xander Marketing first engaged with Expense On Demand in the summer of 2011, after working for a competitor for 18 months previous to that. The success of that project was a key reason for selecting Xander Marketing for this project.

At the time marketing was largely ad-hoc (or not done) and a need for a dedicated resource was required. Like most engagements, we started with a Marketing Strategy to plan marketing for the next 12 months.

A full outsourced marketing department

Over the next two and a half years, Xander Marketing managed all of Expense On Demand’s marketing including:

• The website
• PPC campaigns
• SEO
• Email marketing
• Social media
• Content marketing
• Advertising
• Designer skills in re-designing parts of the software

Growth in inbound leads

• Inbound leads were rare prior to work with Xander Marketing. Xander Marketing quickly put the systems in place to deliver a strong stream of inbound leads for the sales team
• Other marketing benefits included building ‘thought leadership’ positions and awareness with content, rather than just sales literature, plus setting up and maintaining social media channels