Sage Advice

A global content hub for a market leader


Sage is the market leader for integrated accounting, payroll and payment systems. They offer a range of software solutions to businesses worldwide, helping business owners simplify and automate key internal processes.

Founded in 1981 in the North East of England, Sage has since grown exponentially. They’re now a global company which services 6.2 million businesses worldwide. Sage entered the FTSE 100 back in 1999, and they’re proud to still be there today.

To support their millions of business clients, Sage has around 13,000 employees across 23 countries, including UK and Ireland, mainland Europe, North America, South Africa, Australia, Asia and Brazil.

A Global Content Hub

Sage approached Pragmatic to help achieve their goal of streamlining their entire digital ecosystem.

Prior to this project, local areas were managing blog content on different systems with no interconnectivity; resulting in inefficiencies around content sharing and creation.

Sage needed a solution that would provide a centralised global blogging platform for eight different local markets (North America, UK, France, Germany, Spain, Brazil, South Africa, and Australia), that had multilanguage capabilities. Each region needed to be able to manage their own content, as well as having the ability to share and push content globally, when required.

Advanced Integrations

The new global content hub also needed to work seamlessly with several other types of software used by Sage, the main one being Sitecore.

Sage were using Sitecore to build their new .com website, and valuable scoring metrics that contribute to the sales funnel would be gathered from the global blog posts. The new Sage Advice blog would also need to integrate with Eloqua, Salesforce, and Aprimo.

Sage’s Objectives

The challenges involved with this project were numerous – not just from a technical perspective, but Sage also had a tight deadline to meet. We took an Agile approach, and worked in partnership with Sage to roll out the required work.

  1. Sage required a global platform with local instances, that tied in legacy content from a variety of different systems. The solution needed to be future-proofed for their digital transformation roadmap, which included in-depth personalisation and lead scoring objectives.
  2. The Sage Advice blog platform needed to be coherent with Sage website. A seamless journey between the two sites was required; users should be able to jump between the two from anywhere without their experience being interrupted. Strong design and UI considerations therefore needed to be taken into consideration.
  3. Each of the four different user types identified by Sage to have a personalised experience. An advanced tagging and filtering system needed to be implemented to make this possible.
  4. Sage wanted to drive subscriptions and engagement; including social shares and commenting, in addition to increasing web traffic.

Challenges & Solutions

Challenges

  1. Multiple international versions of a new website
  2. Consolidation of content from multiple legacy sources
  3. Integrate with and expose data to disparate systems
  4. One, centrally controlled infrastructure
  5. A unique URL structure required by the SEO team
  6. Implement various language versions
  7. Enable users to personalise their experience of the site
  8. Build architecture with continuous development in mind
  9. Many stakeholders across the organisation
  10. Working to very tight deadlines
  11. Become an industry-defining market leader.

Solutions

  1. Created a WordPress Multisite network
  2. Advanced customisation for specific URL strategy requirements
  3. Created a modular, component-based architecture
  4. Custom tool creation to enable quick migration of thousands of posts across the Sage network
  5. Leverage of the WordPress API to integrate with other CMSs and systems within the Sage eco-system
  6. Created a personalisation engine for users to personalise their content
  7. Created a bespoke data layer for GTM
  8. Implemented a CRO-driven programme of work with A/B tested, iterative improvements
  9. Managed relationships with different teams across the organisations and addressed their needs.

It’s a pleasure to work with Pragmatic. Together we are producing a fine service for Sage and our customers

Global Web Operations Lead, Sage

Results

In just 6 weeks, we transformed the Sage Advice Blog into a sophisticated global platform, with local instances. Since launch, Sage Advice has seen fantastic improvements in web traffic, engagement, subscriptions and social sharing and the site is now generating new leads for the company.

4.7 million

Organic sessions FY19

33,200

Leads generated FY19

▲ 300%

Subscription conversion rate

We’ve launched Sage Advice in over 20 different markets, and we expect to have doubled this by the end of the year.

Here are some of the specific results we’re particularly proud of:

  1. API. In 3 weeks we constructed a multilayered API returning the data exactly as the .com team requested
  2. Architecture. We designed the architecture for the Sage site, and then built it. Never compromising on the quality of code, cost savings of single, centralised control
  3. URL structure. The unusual URL requirements were implemented into a multisite install
  4. Personalisation. A personalisation engine was created
  5. Design. We created a dedicated design, referencing lots of inspiration from site identified as successes
  6. Integrations. The blog platform was successfully integrated with Funnelback and Eloqua
  7. Advanced engagement features were added:
    1. A trending engine
    2. A way to feature posts & authors
    3. Editor’s selections
    4. Related posts
    5. Recommended new read
    6. Most popular articles
    7. Headlines section

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