We helped take a new specialist ERP proposition to market and generate demand
- Apps Development
- Apps Testing
- Managed Services Providers
About DWS Limited
Developing World Systems (DWS) is a leading provider of Oracle JD Edwards EnterpriseOne services. Since 1998 they have been providing development and technical services to global organizations looking to customize, extend, upgrade, or support their enterprise software applications.
Headquartered in the UK, DWS also operates out of the US and New Zealand. It’s customers are typically large enterprises that have invested heavily in Oracle JD Edwards ERP software and are looking to drive down their total cost of ownership.
To enhance its service offering, DWS developed a portfolio of test automation products, designed to significantly reduce the burden of functional testing on JD Edwards software development projects.
Recognising the need to broaden its product portfolio to encompass other ERP solutions, DWS developed a product specifically for Oracle Fusion Cloud Application users. With the software ready to go, DWS needed to generate awareness of, and interest in, the new solution.
Taking a new product to market requires an understanding of the target audience, access to prospect data, the creation of content and the alignment of that content to every stage of the buying cycle.
For DWS, this meant creating new web pages to communicate the features and benefits of the software, the development and execution of a content strategy and nuanced targeting of prospects that would be unaware of the company and its history.
DWS is a long-standing client of Cremarc. Having worked together since 2017, Cremarc had become a trusted partner and an integral part of the DWS sales and marketing function.
“We’ve worked with Cremarc for over 5 years, and they absolutely understand what we do as a business. They’ve helped us bring other products and services to market, so they were the logical choice to help us define this new proposition”.
– VP Sales and Marketing, DWS Limited
When developing any new proposition messaging it is important to understand the motivations of the target audience. With the typical buying committee for ERP comprised of finance, IT, operations and c-suite stakeholders, messaging needs to be tailored to suit each prospect.
With a new audience, it was important to identify where best to reach them. In addition to new web content, Cremarc worked with DWS to define new prospects across social platforms (paid and organic), build a Google Ads campaign to drive awareness and source prospect data for outbound campaigns.
Cremarc worked with the DWS sales and product development teams to define a content strategy for the new proposition and create a range of support material:
• New web pages.
• Application lifecycle graphic and datasheet.
• Animated video.
• “10 ways” eBook.
• Software demo.
• Use case documentation.
Building a strong foundation
Visibility and accountability are at the heart of the client/agency relationship. For IDQ, custom data studio dashboards were created to make visualisation and analysis of performance simpler. Integration between IDQs CRM and marketing automation platforms enabled closer targeting of contacts during outbound activity and accurate attribution of leads, with every form submission accompanied by source data and automatically allocated to the relevant campaign for follow up.
Weekly engagement focuses on day to day execution of tasks, with monthly reviews of activity and results across all active channels. Quarterly strategic reviews allow for longer-term analysis of trends or course correction where necessary. Finally, the annual client review focusses on the effectiveness of each channel in terms of reach, engagement and lead generation.