Build a campaign

Prepared for Sage ANZ

Q1FY27 Sage ANZ
Demand-Gen Plan

Evolving a proven tele engine into a signal-led, multi-channel demand generation programme.

Objective & challenges

What we've built works.
Now it needs to reach further.

What we've done well

A scaling demand-gen engine

To date we've built a demand generation engine that consistently drives leads and opportunities into Sage's ANZ sales team — and it scales.

The limitation

Tele-only outreach

The strategy relies on tele outreach alone. As we work through all known in-ICP contacts, the total addressable market degrades — carrying the risk of diminishing returns over time.

The solution

Broaden the outreach

Activate a wider audience within the identified ICP — keeping us focused on the correct buyer, not just the contacts we already know.

What we're building & why

Adding reach around
the human conversation.

What we're building

Adding audience activation and omnichannel personalisation into the existing intelligence and tele layer — enabling 1:1, 1:few and 1:many outreach strategies.

1 : 11 : Few1 : Many

Why we're building it

  • Engage the wider decision centres — beyond the known contact list, across the whole buying group.
  • A more sustainable campaign — the addressable audience keeps growing instead of degrading.
  • Increased average deal sizes — more stakeholders engaged, earlier.
  • Accelerated sales cycle — conversations start warmer and move faster.

The Q1FY27 plan

One engine.
End to end.

The intelligence already learnt fuels every other component — which is exactly how we deliver the wider reach, bigger deals and faster cycles.

01Intelligence

Signal Engine

The intelligence already learnt from live campaigns — target accounts, the right people, the signals that matter — is the foundation everything else runs on.

021 : Many

Audience Activation

Fuelled by the Signal Engine, digital activation warms the wider decision centre inside our ICP — so we reach beyond the contacts we already know.

031 : Few · 1 : 1

Omnichannel Personalisation

Personalised engagement, shaped by what the engine has learnt, speaks directly to priority accounts and buying groups across channels.

04The human layer

Tele / SDR

Conversations land warmer and better informed. Tele converts the demand the rest of the engine has created — it no longer works in isolation.

Passive benefit: every outreach method doubles as lead nurture — keeping the wider ICP warm until they're ready to talk.

The Crowd Box campaign engine

Better campaigns start with better signals.

Every Crowd Box campaign starts with Signal Engine—building the account, audience and intelligence foundation that determines who we engage, why we engage them and how.

See how the engine works Signal → Activate → Engage
Intelligence layerSignal Engine
Audience Activation
Personalised Outreach
Tele / SDR
EngagementConversationsPipeline
01Signal
02Activate
03Engage
04Conversation
05Pipeline
The intelligence foundation

Before you activate a market, understand it.

Traditional campaigns often begin with a static list. Crowd Box starts by building the intelligence foundation that informs everything that follows.

Raw account + market information
Target accounts
ICP criteria
Account data
Persona / contact data
CRM intelligence
Engagement signals
Campaign context
Intelligence layerSignal Engine

Turn a target list into an actionable audience.

Campaign-ready intelligence
Prioritised accounts
Relevant personas
Buying groups / DMUs
Account intelligence
Reasons for outreach
Campaign segmentation
Actionable signals
From signal to action

Signals are only valuable when you act on them.

One intelligence layer. Three coordinated activation and conversion paths. Select a path to explore its role.

Intelligence layerSignal Engine
Powered by Signal Engine

Create awareness and engagement across the target audience.

Relevant content moves through CB Tech Hub and supporting digital channels—keeping your brand visible and creating new campaign signals.

SignalActivateLearn
Personalised outreach

Engage the account, not just the lead.

Enterprise decisions rarely sit with one person. Signal Engine maps the relevant people and context, then email and LinkedIn outreach reaches the wider buying group.

Account+Persona+Campaign+Reason for outreach
Human conversion · Tele / SDR

Then put humans into the moments that matter.

Traditional approach
List Cold call Follow-up Repeat

The SDR carries almost the entire burden of creating awareness, finding stakeholders and generating interest.

The Crowd Box model
Signal Engine Integrated engagement Human conversation

The SDR is no longer operating in isolation. Digital context helps create direction; conversations uncover what signals cannot.

PrioritiesTimingChallengesEnvironmentStakeholdersObjectionsProjectsBuying processNext steps

Signals create direction. Digital creates engagement. Humans create conversations.

See it working

One account. A campaign that learns.

Explore how a fictional enterprise account moves through the campaign—and how every interaction adds intelligence back into Signal Engine.

Target accountACME Enterprise Campaign active
Step 1 · Signal Engine

Build the account picture

Target account identified. Relevant personas mapped. Account intelligence enriched and campaign context established.

Signal capturedPotential reasons for engagement
Every step feeds intelligence back into Signal Engine
A continuous campaign

Signal first. Then everything works together.

The engine does not run in a straight line. Activity creates new signals, human conversations create intelligence, and the campaign adapts.

01
Campaign setup

Audience intelligence · Account enrichment · Persona mapping · Initial signals

02
Campaign launch

Audience Activation · Personalised Outreach · Tele / SDR

03
Campaign running

Engagement creates signals · Conversations expand knowledge · Activity adapts

04
Pipeline

Meetings · Opportunities · Next steps · Commercial conversations

The Crowd Box flywheel

Every interaction makes the campaign smarter.

Activation, engagement and human intelligence continually improve the account picture and the next action.

Target account +Buying group
Signal Engine
Activate
Converse
Learn
Outcome · Pipeline
Why the integrated model matters

The value is in the orchestration.

Not any individual channel. The intelligence connecting them.

01

Start smarter

Build intelligence before campaign activity begins.

02

Create engagement

Give audiences more ways to discover relevant content.

03

Reach the DMU

Engage multiple people involved in enterprise decisions.

04

Empower SDRs

Add account, persona and campaign context to conversations.

05

Continuously learn

Return digital and human intelligence to the campaign.

The Crowd Box difference

One signal-led campaign engine.

Data, content, outreach and human engagement aligned around the same target accounts.

Intelligence layerSignal Engine
Audience Activation
Personalised Outreach
Tele / SDR
EngagementConversationsPipeline
Engagement + SDR intelligence returns to Signal Engine
The next campaign starts here

Start with the signal.

Activate the audience.Engage the buying group.Start better conversations.
Build your campaign

Crowd Box Campaign Engine Signal-led. Digitally activated. Human converted.