Sage

Learn how our persona-driven multi-channel campaign elevated Sage’s partner enablement—cutting deployment times, boosting ROI, and earning worldwide recognition, adopted by over 200 Commercial Partners

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In partnership with Sage, Krow, & Glictek, we designed and executed a multi-stakeholder SaaS integration strategy that became a global best practice.

Client: Sage | Industry: SaaS / Technology

For every stage of business, Sage provides the technology and human support to help your business flow.

Multi-Continent Rollout: Sage required a template they could deploy in EMEA, North America, and beyond—coordinating multiple time zones and diverse partner objectives.
Complex Stakeholder Roles: Each partner (Sage, Crow, and Glicktek) had distinct deliverables: software provider, ISV add-ons, and technical integration, respectively.
Persona-Specific Demands: Finance managers, business owners, project managers, and IT managers each had unique pain points needing targeted content and solutions.

Client Requirements

The Opportunity

Global Partner Enablement
Sage needed a best-practice framework to showcase how their cloud-based accounting platform could seamlessly integrate with ISV offerings across multiple markets—Europe, North America, and beyond. Meanwhile, Krow required a scalable way to implement specialized add-ons for diverse client needs without duplicating work in different time zones. And Glicktek was responsible for ensuring robust technical integrations with minimal downtime in a variety of IT environments.

Complex Stakeholder Goals
From CFOs craving transparent ROI and easy reporting to CEOs looking for big-picture growth, plus Project Managers needing on-time deployments and IT Managers insisting on security and uptime—each persona had unique pain points. Bringing these demands together under one cohesive plan was critical to demonstrate feasibility, reduce complexity, and boost ROI.

Our Strategic Solution

Persona-Driven Campaigns
We developed tailored landing pages and targeted LinkedIn ads for each persona—CFO, CEO, Project Manager, and IT Manager. Prospects could access gated resources (white papers, case studies, webinar replays) that spoke directly to their challenges and showcased how Sage, Crow, and Glicktek could solve them.

Modular Implementation Framework
Working alongside Sage’s EMEA HQ, we hosted discovery workshops to align on objectives, then rolled out a phased deployment. We tested with pilot programs in Dublin and London—gathering feedback, refining our approach, and scaling to additional regions.

Seamless Integration & Retargeting
Crow’s specialized add-ons plugged into Sage’s core platform, while Glicktek handled data migration, training, and security protocols. We set up retargeting funnels to capture anyone who clicked an initial ad but didn’t convert, nurturing them with deeper, persona-specific content.

Proven Results

Thanks to this unified approach, the project delivered significant outcomes for Sage, Krow, Glicktek, and the global network of commercial partners:

1. 30% Faster Implementation
Streamlined onboarding cut average deployment times from 10 weeks to 7, saving both cost and effort across multiple continents.

2. 2.5× ROI in 12 Months
Combining lowered integration costs with new revenue streams from add-on sales helped partners recoup their investments rapidly.

3. Global Adoption
Over 200 commercial partners worldwide embraced this best-practice framework, solidifying Sage’s reputation for seamless integrations.

4. High Engagement
Persona-driven microsite pages achieved a 40% conversion rate, thanks to targeted messaging, gated assets, and well-timed follow-ups.

Additionally, Sage leadership invited us back for presentations to their commercial partners open day to further evangelize the success story, cementing this solution as a company-wide best practice.

Marketing & Go-to-Market Strategy

Once the integrated solution was ready, we leveraged a multi-channel marketing plan—inspired by the funnel approach.

Awareness (Top of Funnel)

LinkedIn & Twitter ads targeting each persona group.
Teaser content: “How Sage Business Cloud Transforms CFO Reporting,” etc.

Consideration (Mid-Funnel)

Retargeting campaigns with deeper, persona-specific info.
Gated “You Are What You Measure” white paper and “Domestic & General” case study.

Decision (Bottom of Funnel)

Webinar sign-ups showcasing real user demos and Q&A.
Personalized email outreach for more technical/financial clarifications.

Commercial Partner Microsite & Gated Resources Portal

Key Features

Buyer Persona Landing Pages: Each persona had its own dedicated mini-page with a quick summary of pain points, solutions, and benefits.
Gated Assets:
1. White Paper (“You Are What You Measure”)
2. Case Study (Domestic & General)
3. Webinar Access (Recorded sessions + live Q&A deck)
Automated Lead Capture: Form submissions instantly synced with Sage’s CRM, enabling quick follow-up.
Scalable Framework: Easily cloned for new regions or updated campaigns (e.g., new ISV modules).

Keep your Edge with Sage
Sage for Business Owners
Sage for IT Managers
Sage for Project Managers
Sage for IT Managers
Buyer Personae
Gated Resources
Sage Business Cloud
Sage & ISV Partner Krow Software
Sage Business Cloud
IT Manager Challenges/Solutions/Benefits

Inbound Marketing: Gated Resources

Buyer Personas & Lessons Learned

We identified four primary buyer personas, each with five core challenges, and crafted bespoke solutions plus tangible benefits. This shaped every facet of the campaign—from landing pages to LinkedIn ads:

1. Finance Directors & CFOs: Demanded real-time insights, error-free data flow, and compliance.

2. Business Owner (CEO): Want to maintain a competitive edge, scale operations, control overheads, ensure strategic alignment, monitoring growth targets.

3. IT Managers & System Admins: Needed robust security, minimal downtime, and seamless system integrations.

4. Operational Leads: Valued intuitive user experiences, simplified processes, and faster decision-making.

Lessons Learned

✓ Zeroing In on Key Personas ensures marketing resonates immediately—generic pitches get lost in the noise.

✓ Mapping 5 Challenges, 5 Solutions, 5 Benefits for each persona clarifies messaging for ads, landing pages, and follow-up comms.

✓ Phased Rollouts reduce deployment risk and gather early success metrics, boosting buy-in from leadership.

✓ Tight Collaboration among Sage, Crow, and Glicktek sets the tone—when partners are aligned, end-users see a unified solution.

✓ Localized Approaches in EMEA vs. North America matter; even the same persona may need slight tweaks due to time zones, regulation differences, and cultural nuances.

Key Takeaways & Next Steps

➜ Replicable Framework: This integration model can be replicated across new markets, industries, and user bases.

➜ Scalable Growth: With proven results, Sage is poised to onboard new ISVs and integrators using the same methodology.

➜ Call to Action:

Schedule a Demo: Experience how Krow’s add-ons and Glicktek’s integration can transform your Sage environment.
Download Our Success Kit: A comprehensive e-book on best practices, including real-world case studies and ROI data.

➜ Contact Us: For a customized roadmap tailored to your organization’s needs

On-Site at Sage HQ: Real Voices, Real Impact

Captured live at Sage’s EMEA headquarters in Dublin, these brief video clips spotlight the tangible benefits of our integrated solution—directly from the people who helped implement it. Whether you’re a Finance Manager, Project Lead, or Business Owner, you’ll hear firsthand how our persona-driven approach delivers real ROI and accelerated growth.

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Our Work in Action
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Your Growth. Our Solutions

Full Digital Growth Solutions

From Brand Activation to Investment Readiness—We Do It All.
Strategy & Business Consulting

Data-driven strategies to scale, optimize, and dominate your market.
Branding, Rebranding & Activation

Craft a high-impact brand that attracts, engages, and converts.
Social Media Campaigns

Targeted content and ads that engage, grow, and convert.
Website & eCommerce

UX-focused websites and eCommerce built to convert and scale.
Marketing & Growth

SEO, ads, and campaigns that drive traffic, leads, and sales.
Content & Visual Production

Photography, video, and design that sell your brand story.
Public Relations & Thought Leadership

Media, PR, and influencer strategies that build brand authority.
Valuation & Investor Growth

Position your business for funding, scaling, and exit success.
Franchise & Business Expansion

Franchise models and rollout strategies for scalable growth.
Performance Marketing & Lead Gen

Dominate your market with high-converting ad campaigns, and strategic funnels,
Sales & Marketing Assets

Pitch decks and sales materials designed to close more deals.
Branding & Design

Visual identities that attract, engage, and convert.
Creative Services

High-impact design, content, and campaigns that sell.
Training & Ongoing Support

Workshops and mentoring to upskill teams fast.