"Building master data" is the story of how EG succeeded with data-driven subscription sales of the software solution EG One to the construction industry.
Building master data
EG
How do you sell software solutions to small businesses in the Danish construction industry?
The success was achieved despite the fact that smaller businesses are particularly reluctant to invest in software, and that competing solutions are cheaper, with some even being free. Through a carefully planned launch and marketing strategy, we successfully launched the product and boosted license sales over a 12-month period, achieving a total ROI of 531%.
Data-Driven Relevance Sells Software to the Construction Industry
The data-driven strategy addressed multiple facets concerning the significant challenges related to the construction industry's digital readiness and motivation for acquiring IT. Therefore, we worked with touchpoints across a wide array of media channels and influences over time rather than a single campaign effort.
The strategy was rolled out in three waves, supporting the journey of master craftsmen's awareness. Wave 1, STOP GAPSTOPS SOLUTIONS, was a powerful launch concept aimed at creating broad awareness in the market.
In Wave 2, THE MASTER BUILDER TEST, we used the insights gathered from Wave 1 to engage and qualify leads in a targeted concept that addressed master craftsmen's desire to earn more money.
Wave 3, THE MASTER BUILDER GUIDE, was a long-term product concept that, based on the insights from Wave 2, aimed to engage and build relationships with new decision-makers and (re)activate less warm leads.
"Built on Quality Data" is proof that craftsmen are indeed focused on being adaptable and on digitizing their business. Engagement through mobile-first gamification generated massive data-driven traffic to segmented landing pages and offered the opportunity for a free trial of EG One.
We originally faced a need for a product launch and a lead campaign. In collaboration with Ambition, we instead developed a sustainable communication strategy and a creative concept that the target audience has embraced, leading to strong results. We are pleased that with the Master Builder Test and Master Builder Guide, we can support our customers in developing their businesses through IT.”
Results
Through a carefully planned, data-driven launch and marketing strategy, EG succeeded in creating subscription sales of software solutions for the construction industry with a total ROI of 531%.
The campaign has set a new digital standard for product launches at EG.
Traffic
Nearly 70,000 unique visits were recorded on EG's campaign sites.
Qualified Leads
Over 5,000 opted in to provide permission and to qualify whether they were a master craftsman, journeyman, or accountant.
Total ROI of 531%
The subscription sales of software solutions generated a total ROI of 531%.
Impressions
With a limited media budget, the campaign achieved a total of 9 million impressions across channels in its first two months.
Awards
The campaign won 2x Gold at The International Echo Award 2021 for "Best B2B Campaign" & "Best Data-inspired Insight," and Silver in the category "Best Use of Data-Driven Technology."
