How SAP Business One cut its cost per lead roughly tenfold across six markets
The challenge
SAP needed net new, BANT-qualified names for SAP Business One, its ERP for small and medium businesses, to hand to the sales team across Southeast Asia.
The problem was blunt in the brief's own words: not enough new names entering the top of the funnel, at a cost per lead of around $1,000. Volume and cost both had to move, at once.
A persona-built demand engine
We built a demand-generation engine across six markets, Indonesia, Malaysia, Singapore, Vietnam, the Philippines and Thailand, designed around the SME buyer rather than the product.
Targeted paid media fed persona-specific landing pages; leads were phone-verified, moved through a branded email nurture flow, and handed cleanly to partner sales, with tracking wired into HubSpot end to end. Message personalisation and platform-fit creative did the persuading; the tracking made sure every dollar stayed accountable to a qualified name.
The funnel, end to end
Targeted paid media, to persona landing pages, to phone verification, to an email nurture flow, to partner follow-up, one connected engine rather than a set of disconnected tactics.
The Results
More names, a fraction of the cost
Campaign Assets
The Creative Work
