B2B brand Sage has credited its increased investment in brand and marketing over the last 12 months with driving stronger customer acquisition and boosting its recurring revenues.
The business invested USD 756m in sales and marketing this year, over USD 50m more than the USD 698m it spent in 2021. The business also launched an above-the-line brand campaign and platform, ‘Helping business flow’ to support its new purpose, which replaced the financial tech firm’s former brand platform ‘Boss It’.
This was supported by partnerships with major sporting events. The business’s organic operating margin increased to 19.9%, which it attributes to its focus on “efficiently scaling the business”.
Also Read: Customer Acquisition and Retention – Top Four Strategies to Adopt in 2022
Read More: Sage hails increased marketing spend as customer acquisition jumps
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