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Overview

TmaxSoft is a software company that helps its customers manage their critical data. Founded in 1997, they are now the leading South Korea-based multinational corporation specializing in enterprise software systems. In the domestic market, TmaxSoft enjoys a 42.1% share of the middleware market with most major financial, insurance, and government institutions utilizing the company’s products.

TmaxSoft wanted to increase revenue by obtaining more MQLs to keep up with emerging software company competitors and changing marketing and technology. The B2B software marketing strategy with a lead generation campaign would stay true to its brand identity and effectively connect with new and existing clients. Pace Creative developed a software marketing strategy to drive prospects to an SEO landing page with gated assets to capture leads using Marketo. Specializing in B2B integrated marketing campaigns, we made suggestions for other lead generation tactics and opportunities to ensure the results exceeded the B2B industry average.

4

MQLs per week

11%

increase in MQLs following launch

118%+

in ROI

Challenge

Despite the success domestically, TmaxSoft was struggling gain traction in the U.S market and needed a strategy to grab the attention of B2B executives and financial services industries.

  • How to create and maximize the promotional budget for a lead generation campaign to promote TmaxSoft’s OpenFrame mainframe re-hosting solution and target financial services based in the U.S?
  • How to craft messaging that will resonate with B2B executives and drive marketing qualified leads (MQLs) to TmaxSoft’s information?

Solution

Developing a B2B Software Marketing Strategy

The CMO of TmaxSoft hired Pace Creative to promote their OpenFrame mainframe re-hosting solution. We developed a B2B software marketing strategy to set up a combination of integrated digital marketing ads that are tailored to the customer journey and optimized for search engines.

Researching and Catering to Customer Journeys

To tailor the ads to the wide range of TmaxSoft’s customers, we researched and recorded strategic insights from the personas and customer journeys. These informed the customized messaging that would resonate with the strategic lead-generation campaign.

Optimizing the Brand Messaging with SEO-Driven Ads

It was important that the SEO-driven ads appealed to potential leads and stayed true to the overarching TmaxSoft brand messaging strategy. To ensure good performance of the campaign, we aligned the brand messaging of the ads with SEO and other B2B software marketing techniques.

Result

  • The lead generation campaign was used on a range of different assets including print, online, social media, and digital channels.
  • The digital ads generated up to 4 MQLs each week and saw an 11% increase. This exceeded the campaign goals!
  • After the initial 3-month campaign, TmaxSoft’s MQLs have been up by over 11%.
  • Pace Creative has been hired by TmaxSoft again to work on a new B2B software marketing campaign targeting new industries like insurance and finance.
  • Pace Creative has been generating results and maximizing marketing return on investment (ROI) which is up to 118% for TmaxSoft since 2019.

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