Coupa
Across the pond, you don’t say the word Coupa. You whisper it, looking to the heavens in awe of the software platform’s omnipotence at controlling business spend. But here in Europe, people aren’t quite so evangelical - yet.
The challenge
Helen Trim, Vice President of Marketing, EMEA & APAC, was on a mission to increase Coupa’s profile. Their prospects were C-suite executives at corporations with revenues in the billions - not the easiest people to get hold of. Many of them would have heard of Coupa, but the brand doesn’t have the same recognition as established players like SAP Ariba. And on top of all that, the campaign had to work across multiple languages and cultures.
What we did
Developed creative concepts
Working with Helen and the design team, we came up with a range of conceptual ideas to bring together the different elements of the campaign. We narrowed it down to one simple idea that would work across the region.
Kick-started the campaign
A compelling direct mail letter was the ideal introduction to Coupa. We worked on a complete package to send to prospects, including an event invitation and a white paper.
Followed up with support materials
A mailing is a good start, but not enough. Whether it’s social media posts or email templates for sales reps, every communication needs to be persuasive. We made sure other pieces of copy were just as compelling as the initial mailer.
The team is slowly expanding and we’ve been there from the outset. We’ve been able to step in for emergency copy fixes while new team members are settling in.
Provided a consistent service
Before
Using advanced mathematical algorithms to analyse vast numbers of supplier bids and business scenarios, sourcing optimization helps identify ‘optimal’ sourcing decisions. And in doing so takes sourcing to the next level.
Savings are regularly measured in the millions but it also allows buyers to consider non-price elements such as service quality and environmental considerations before choosing the right solution.
The results
The mailing went out on time and on budget. Hundreds of procurement professionals from all over Europe came to Coupa’s big conference in London. Sales reps are now working through the leads to follow up on the marketing team’s efforts. We’re providing ongoing support to fill gaps in marketing capacity. Whether it’s for a last-minute email or a bit of friendly advice, an external partner who knows the brand is a valuable asset.
