Blue Bridge One

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 (Software-as-a-Service) or 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

The Marketing Strategy was well received and Xander Marketing was engaged for an initial 3 month period to:

  • Re-design the homepage and provide recommendations on how to improve the rest of the website
  • Manage and optimise Google AdWords campaigns
  • Generate leads through email marketing
  • Create a newsletter template and broadcast a quarterly email newsletter

The initial pilot work demonstrated the Agency’s capability and for 2012 and onwards Xander Marketing was engaged to:

  • Develop the Marketing Strategy with quarterly and monthly reviews
  • Review and provide recommendations for website optimisation
  • SEO (Search Engine Optimisation) and ongoing link building work
  • Manage and optimise Google AdWords campaigns
  • Generate leads through email marketing
  • Set up and create regular blog posts that connect issues of relevance to the target audience with BlueBridge One as a NetSuite solution provider
  • Set up and manage a Twitter account and undertake business tweeting
  • Set up and manage a LinkedIn page
  • Reporting on analytics across all channels to provide a single view of marketing effectiveness

Increased sales leads and brand awareness

To date 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 AdWords 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

“In Xander Marketing we have a knowledgeable sounding board for marketing advice and opinions that lets us retain control over output. The team’s expertise has enabled us to integrate new channels, search engine rankings have improved significantly and leads have increased at least 35%. Xander Marketing is a good fit for us as its business model of outsourced marketing department enables us to have a focused marketing resource without the need to hire a full time marketing team.”

- Jon Ryan, Managing Director, BlueBridge One