“Digital Transformation At Sage – Rebuilding The Plane Whilst Flying It”

1. Welcome to Digital World Series
Birmingham 22 April 2016
@DigWorldSeries
#digiacademy

2. Wifi:
customerfirst
@DigWorldSeries
#digiacademy

3. © 2015 Sage Software, Inc. All rights reserved.
Digital Transformation @Sage
Neil Morgan
EVP Digital Marketing @neil_morgan
…..

4. © 2015 Sage Software, Inc. All rights reserved.
Sage Marketing Today
5/3/2016 4
24
OPCOS
1201
Campaigns
4
SEO tools
24
SEO metrics
9
Bid tracking tools
>100
Websites
25
Agencies
150+
Accounts
2
Search engines
24
Markets
1.2MM
Keywords

5. © 2015 Sage Software, Inc. All rights reserved.
Insights
5/3/2016 5
Customers
for life
Winning in the
market
Revolutionise
the business
Capacity for
growth
One Sage
Internal

6. © 2015 Sage Software, Inc. All rights reserved.
Our Approach
Key Insights
One Sage
Customers for Life
Winning in the market
Revolutionise the Business
Capacity for Growth
Internal
Strategic
Framework
Observations &
recommendations
Sage Digital Vision
6 Strategic pillars
Customer value proposition
(CVP)
Digital
Roadmap
Tactical vs. strategic ideas
KPIs
Next steps

7. © 2015 Sage Software, Inc. All rights reserved.
Our Marketing Vision:
To become the most recommended brand
by businesses around the world.
By becoming the go-to source for advice and technology
solutions to create, grow and energize a business throughout its
entire life.

8. © 2015 Sage Software, Inc. All rights reserved.
Six pillars of digital strategy
5/3/2016 8
REIMAGINE
THE
EXPERIENCE
DISRUPT THE
CATEGORY
HARMONISE
THE BRAND
CREATE ENGAGING
CONVERSATIONS
INCREASE
REACH -
UNLOCK
REVENUE
MOBILISE
INTERNAL
EXPERTISE

9. © 2015 Sage Software, Inc. All rights reserved. 5/3/2016 9
REIMAGINE
THE
EXPERIENCE
DISRUPT THE
CATEGORY
HARMONISE
THE BRAND
CREATE ENGAGING
CONVERSATIONS
INCREASE
REACH -
UNLOCK
REVENUE
MOBILISE
INTERNAL
EXPERTISE
Six pillars of digital strategy

10. © 2015 Sage Software, Inc. All rights reserved.
Understanding their journey
Right message, right time, right channel
5/3/2016 10
AGILITY
Build new Sage brand
with branded content
Influence the “new
world” of business
Promotions
“How to”
conversations
Go to channel for my
needs, business support
Product Knowledge
and support
Day to day
support
Contribute to Sage
brand content
Create Sage brand
content and communities
Energy Empathy Authenticity
Sage communities
Product information
and sales
AWARENESS ENGAGEMENET PREFERENCE IMPACT ADVOCACY
CUSTOMER JOURNEY OVER TIME

11. © 2015 Sage Software, Inc. All rights reserved.
Getting our content shared first
One Global Social channel structure
5/3/2016 11
FRANCE
PORTUGAL
IRELAND
SOUTH AFRICA
POLAND
ASIA
SPAIN
SAGE NORTH AMERICA
UK
FRANCE
PORTUGAL
IRELAND
SOUTH AFRICA
POLAND
ASIA
SPAIN
NORTH AMERICA
UK
LINKEDIN GLOBAL
COMPANY PAGE
YOUTUBE GLOBAL
CHANNEL
GLOBALPAGE
One YouTubeChannel
End of SeptemberGLOBAL ADVICE
GLOBAL COMMUNITY
SHOWCASE PAGE
SHOWCASE PAGE
SHOWCASE PAGE
SHOWCASE PAGE
GLOBAL BLOG incl. local
capabilities
Recommended handles for each @sage_usa
Facebook 1 Global
Local Facebook page per country
End of July Twitter 1 Twitter Account per Country + 1
Global Twitter Account for support /Sage + 1
Twitter Account for Sage Foundation
End of July
LinkedIn 1 LinkedIn
Global Page using geo
targeting
End of July
Showcase page for global
initiatives
AUSTRALIA
AUSTRALIA

12. © 2015 Sage Software, Inc. All rights reserved. 5/3/2016 12
REIMAGINE
THE
EXPERIENCE
DISRUPT THE
CATEGORY
HARMONISE
THE BRAND
CREATE ENGAGING
CONVERSATIONS
INCREASE
REACH -
UNLOCK
REVENUE
MOBILISE
INTERNAL
EXPERTISE
Six pillars of digital strategy

13. © 2015 Sage Software, Inc. All rights reserved.
Customer Intent Modelling Insight
Businesses are using search and social discussion to find accessible advice to meet business
needs; they don’t yet associate this need for information with need for mentorship
5/3/2016 13
small business consultants
free start up advice
help with a business plan
advice for small business owners
450k>
avg monthly
searches
150k>
avg monthly
searches
145k>
avg monthly
searches
35k>
avg monthly
searches
NB: searches are used for illustration and are examples drawn from wider categories related to the keyword, search volumes are aggregates related to that category and are a
global monthly average in English
Ideas & Strategy
General
Advice
IT & Software
Advice
Recruitment
& Hiring
Business
Plans
Loans &
Funding 6 common themes across all
markets where businesses are
looking to the internet for advice

14. © 2015 Sage Software, Inc. All rights reserved.
Customer Intent Modelling Insight
There are common threads in customer conversations that need to be capitalised on via social
and an aligned content strategy.
5/3/2016 14
“Can I apply for
a business
license online?”
“What kind of
business license
do I need?”
“How do I register
a business in
Ontario?”
“How do I split the
ownership of my
business?”
Where are these concerns are coming from?
US CANADAUK
50% of searches
are around
registering a
business
35% of searches
are around
business
ownership
11% of searches
are around
licensing a
business
4% of searches
are around
business taxes

15. © 2015 Sage Software, Inc. All rights reserved.
Customer Value Proposition
5/3/2016 15
Sage is the go to source
for support and advice
to grow
throughout its entire life
… from conception, Sage understands all the
different stages of my business journey
…the Sage social community play the role
of my best business advisor in my business
– an expert voice with empathy, energy and
authenticity
…Sage
understands the
multiple facets of
my business
growth
…Sage is the one global source that is driven by a community of businesses
with relevant content , in real time and cuts through the clutter
and energise
Freedom to think
big, agility, drive
and optimism
about the future
my business
… personal to my needs to give me
confidence

16. © 2015 Sage Software, Inc. All rights reserved. 5/3/2016 16
REIMAGINE
THE
EXPERIENCE
DISRUPT THE
CATEGORY
HARMONISE
THE BRAND
CREATE ENGAGING
CONVERSATIONS
INCREASE
REACH -
UNLOCK
REVENUE
MOBILISE
INTERNAL
EXPERTISE
Six pillars of digital strategy

17. © 2015 Sage Software, Inc. All rights reserved.
Sage Live
5/3/2016 17

18. © 2015 Sage Software, Inc. All rights reserved. 5/3/2016 18
REIMAGINE
THE
EXPERIENCE
DISRUPT THE
CATEGORY
HARMONISE
THE BRAND
CREATE ENGAGING
CONVERSATIONS
INCREASE
REACH -
UNLOCK
REVENUE
MOBILISE
INTERNAL
EXPERTISE
Six pillars of digital strategy

19. © 2015 Sage Software, Inc. All rights reserved.
Digital experiences
STRICTLY PRIVATE AND CONFIDENTIAL 19

20. © 2015 Sage Software, Inc. All rights reserved.
Win and delight
customers through
superior digital
experiences
5/3/2016 20

21. © 2015 Sage Software, Inc. All rights reserved. 5/3/2016 21

22. © 2015 Sage Software, Inc. All rights reserved. 5/3/2016 22
REIMAGINE
THE
EXPERIENCE
DISRUPT THE
CATEGORY
HARMONISE
THE BRAND
CREATE ENGAGING
CONVERSATIONS
INCREASE
REACH -
UNLOCK
REVENUE
MOBILISE
INTERNAL
EXPERTISE
Six pillars of digital strategy

23. © 2015 Sage Software, Inc. All rights reserved.
Reimagining what we do for our customers
Relating to a customers need
via Use Cases
Nurturing a conversation
over time
Dynamically scoring & routing
real leads (MQLs)
Lead
distribution
Prospect
Data
Transcreation
Social
Marketing
Media
Targeting
Targeting,
Nurturing
Lead scoring
& routing
Web &
Mobile
Accounting
professionals Accountants
Growing
businesses
Businesses looking
for direct payments
Payroll
professionals
Do more
business your way
Be the practice
you want to be
Work
different
Do more business
with Sage
Become a
payroll hero

24. © 2015 Sage Software, Inc. All rights reserved. 5/3/2016 24
REIMAGINE
THE
EXPERIENCE
DISRUPT THE
CATEGORY
HARMONISE
THE BRAND
CREATE ENGAGING
CONVERSATIONS
INCREASE
REACH -
UNLOCK
REVENUE
MOBILISE
INTERNAL
EXPERTISE
Six pillars of digital strategy

25. © 2015 Sage Software, Inc. All rights reserved.
Employee Advocacy
5/3/2016 25

26. © 2015 Sage Software, Inc. All rights reserved.
Social Selling
#SociableDay: Activating 14000 Social Sellers in 1 day
5/3/2016 26
Sage Sales SSI increase
Dec March
How many prospects has LinkedIn
helped you contact this month?
Social Selling

27. © 2015 Sage Software, Inc. All rights reserved.
Six pillars of digital strategy
5/3/2016 27
REIMAGINE
THE
EXPERIENCE
DISRUPT THE
CATEGORY
HARMONISE
THE BRAND
CREATE ENGAGING
CONVERSATIONS
INCREASE
REACH -
UNLOCK
REVENUE
MOBILISE
INTERNAL
EXPERTISE

28. © 2015 Sage Software, Inc. All rights reserved.