Technology · SAP
Software Business
A software house that sells complex services. Our job: make them easy to choose.
Software Business is an SAP partner: it sells complex projects, where the decision only comes once there's trust. For years we've been its communication hub — an ongoing social plan, reels built with its engineers, measured campaigns and video-testimonials from its customers — to make a service that isn't simple, simple to choose.
The challenge
A technical, demanding service — adopting a business management system — can't be sold with a slogan. The buyer is an established company, and the decision rests with whoever runs it. We needed communication that could explain complex value without flattening it, and keep trust high month after month, not just at launch.
The strategy
A single direction across several fronts, consistent over time. An ongoing editorial plan that keeps the presence alive; a line of reels that turns technical themes into storytelling, built together with the company's people; campaigns designed to reach those genuinely looking for management solutions, measured and refined on the data. And, at the centre, the voice of the customers: those who have already adopted these systems telling how it went.
What we did
Proof that convinces
For a complex service, a customer's testimonial is worth more than a thousand slides. We went to the company's customers — the people who make things, who work with these systems every day — and had them tell us about the work done: from the full interview we cut several reels, one for each theme. Real stories that say "it worked for us", in the language of the people who have to decide.
Campaigns that qualify
The campaigns don't chase volume: they look for the right leads. Competitor analysis to understand how the market moves, browsing data to find people who have already shown interest, targeted messaging for specific sectors. The lead-capture page acts as a filter: the form asks for the company's size and profile, so the requests come from organisations that genuinely have the need — and the means — to take on a project like this.
One direction, live too
When the company brings its themes to an event, the same direction carries them off the screen: a dedicated page to collect sign-ups, coordinated social communication and the materials for the room — like the photo wall with the brands on display.
The brand identity and the solutions belong to the company and its technology partners; our part is the direction of the communication — editorial plan, video production, campaigns, lead generation and graphics.
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