{"id":19703,"date":"2022-02-10T09:31:21","date_gmt":"2022-02-10T04:01:21","guid":{"rendered":"https:\/\/blog.themediaant.com\/?p=19703"},"modified":"2022-12-22T14:36:33","modified_gmt":"2022-12-22T09:06:33","slug":"case-study-how-busy-accounting-leveraged-digital-medium-to-generate-quality-leads","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/case-study-how-busy-accounting-leveraged-digital-medium-to-generate-quality-leads\/","title":{"rendered":"Case Study: How BUSY Accounting leveraged Digital Medium to Generate Quality Leads"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-busy-accounting-leveraged-digital-medium-to-generate-quality-leads\/#Product_Service\" >Product\/ Service<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-busy-accounting-leveraged-digital-medium-to-generate-quality-leads\/#Objective\" >Objective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-busy-accounting-leveraged-digital-medium-to-generate-quality-leads\/#Target_Audience\" >Target Audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-busy-accounting-leveraged-digital-medium-to-generate-quality-leads\/#Geography\" >Geography<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-busy-accounting-leveraged-digital-medium-to-generate-quality-leads\/#Challenge\" >Challenge<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-busy-accounting-leveraged-digital-medium-to-generate-quality-leads\/#Approach\" >Approach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-busy-accounting-leveraged-digital-medium-to-generate-quality-leads\/#Solution\" >Solution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-busy-accounting-leveraged-digital-medium-to-generate-quality-leads\/#Campaign_execution_creatives\" >Campaign execution (creatives)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-busy-accounting-leveraged-digital-medium-to-generate-quality-leads\/#Results\" >Results-<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Product_Service\"><\/span>Product\/ Service<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">BUSY is a leading, on-premise ERP &amp; accounting software company, enabling millions of businesses in over 20 countries to efficiently manage their business operations and GST\/VAT compliances. It is a 100% subsidiary of IndiaMART &#8211; a $2bn valued, public listed company.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Since its inception in 1997, the company\u2019s mission has been to facilitate the growth of SMEs by providing software, and solutions, which are Easy-to-use, Powerful, and Scalable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">BUSY is designed to manage businesses across geographies, industry verticals, and customer segments like FMCG, Retail, Manufacturing, Trading, Distribution, and Service.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Objective\"><\/span>Objective<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The objective of the campaign was quality lead generation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Target_Audience\"><\/span>Target Audience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign\u2019s target audience was-<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Men and women between the age group of 25-55 years, who fall under the category of business owners, CA, CFO, and accounts heads.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Geography\"><\/span>Geography<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign was executed in pan India.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Challenge\"><\/span>Challenge<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The challenge was to &#8211; Identify the correct audience set by conducting A\/B testing with different audiences and determine which provided better results. Also, to determine which digital platform would best fulfill the requirements\/objective of the campaign.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Approach\"><\/span>Approach<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A campaign\u2019s approach can be adopted by analyzing some specific details like:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The company\u2019s target audience\u00a0<\/li><li>The objective of the campaign<\/li><li>The geography that needs to be covered in the campaign\u00a0<\/li><li><strong>The target audience of the brand:<\/strong> The targeted audience of the campaign was SMEs who searched for any of the phrases connected to software solutions. This was because targeting was done based on the audience\u2019s behavioral characteristics, such as those who are interested in terms related to FMCG, Retail, Manufacturing, Trading, Distribution, and Service.<\/li><li><strong>Objective:\u00a0 <\/strong>The campaign objective was quality lead generation. When a brand is looking for quality lead generation, niche targeting becomes the best option to get traction from relevant audiences. And when it comes to niche targeting Digital marketing is the most preferred option. The audience that the brand was looking to target was between the age group (25-55 years) and the ones especially business owners, CA, CFO, and Accounts Heads. To target this particular group of people, the media that was preferred was digital. Digital offers a great opportunity for lead generation on a small budget, along with providing various in-depth targeting options.<\/li><li>\u00a0<strong>Geography: <\/strong>The campaign was executed in Pan India because the target audience was SMEs who are searching for software solutions to manage their business operations and GST\/VAT compliances.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Solution\"><\/span>Solution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Keeping the approach and objectives in mind, and based on the past campaign execution experience, the digital platforms suggested were:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Facebook- <\/strong>Facebook is one of the most powerful platforms to reach out to the maximum number of audience. It\u2019s high in reach and one of the most used social media platforms where people spend most of their spare time. Also, it has relevant targeting options like Geography, interest-based, etc, which makes it an effective platform for making the targeting more personalized.<\/li><li><strong>Google Display<\/strong> \u2013 Google advertising is considered the cornerstone of a digital marketing strategy, you can reach out to your targeted audience on your niche websites, apps, games, or wherever your ad can appear through AdWords. It offers targeting options like age, geo, profession, etc. Hence, Google ads helped the brand target the right audience which helped in generating more leads for BUSY Accounting.<\/li><li><strong>LinkedIn<\/strong>&#8211; LinkedIn is the number one platform for B2B lead generation. One can make personalized ads in minutes to target decision-makers and that&#8217;s why the generated leads are high quality in nature. LinkedIn advertising is generally used to boost registrations, drive conversions, or promote content with personalized messages to prospects.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Campaign_execution_creatives\"><\/span><strong>Campaign execution (creatives)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The brand came up with an interesting and compelling banner ad, which are as follows-<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"512\" height=\"246\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2022\/02\/unnamed-1.png?resize=512%2C246&#038;ssl=1\" alt=\"\" class=\"wp-image-19719\" title=\"\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/unnamed-1.png?w=512&amp;ssl=1 512w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/unnamed-1.png?resize=300%2C144&amp;ssl=1 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2022\/02\/480x320-px.jpg?resize=296%2C197&#038;ssl=1\" alt=\"\" class=\"wp-image-19712\" width=\"296\" height=\"197\" title=\"\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/480x320-px.jpg?w=480&amp;ssl=1 480w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/480x320-px.jpg?resize=300%2C200&amp;ssl=1 300w\" sizes=\"(max-width: 296px) 100vw, 296px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2022\/02\/300x600-px.jpg?resize=156%2C312&#038;ssl=1\" alt=\"\" class=\"wp-image-19705\" width=\"156\" height=\"312\" title=\"\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/300x600-px.jpg?w=300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/300x600-px.jpg?resize=150%2C300&amp;ssl=1 150w\" sizes=\"(max-width: 156px) 100vw, 156px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"728\" height=\"90\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2022\/02\/728x90-px.jpg?resize=728%2C90&#038;ssl=1\" alt=\"\" class=\"wp-image-19706\" title=\"\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/728x90-px.jpg?w=728&amp;ssl=1 728w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/728x90-px.jpg?resize=300%2C37&amp;ssl=1 300w\" sizes=\"(max-width: 728px) 100vw, 728px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2022\/02\/160x600-px.jpg?resize=102%2C383&#038;ssl=1\" alt=\"\" class=\"wp-image-19707\" width=\"102\" height=\"383\" title=\"\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/160x600-px.jpg?w=160&amp;ssl=1 160w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/160x600-px.jpg?resize=80%2C300&amp;ssl=1 80w\" sizes=\"(max-width: 102px) 100vw, 102px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2022\/02\/320x480-px.jpg?resize=181%2C272&#038;ssl=1\" alt=\"\" class=\"wp-image-19708\" width=\"181\" height=\"272\" title=\"\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/320x480-px.jpg?w=320&amp;ssl=1 320w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/320x480-px.jpg?resize=200%2C300&amp;ssl=1 200w\" sizes=\"(max-width: 181px) 100vw, 181px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Results\"><\/span>Results-<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign resulted in a 30% monthly increase in number of leads.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Product\/ Service BUSY is a leading, on-premise ERP &amp; accounting software company, enabling millions of businesses in over 20 countries to efficiently manage their business operations and GST\/VAT compliances. It&#8230;<\/p>\n","protected":false},"author":34416,"featured_media":19715,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[5],"tags":[2201,2578,882],"class_list":["post-19703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-casestudies","tag-case-study","tag-case-study-of-busy","tag-show-at-top"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2022\/02\/busy-service-1-1.jpg?fit=1200%2C600&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/19703","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34416"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=19703"}],"version-history":[{"count":7,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/19703\/revisions"}],"predecessor-version":[{"id":22998,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/19703\/revisions\/22998"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/19715"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=19703"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=19703"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=19703"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}