How we secured our #2 position for CRM software with a bullsh*t campaign

Last year we were rated by TechRadar as the number 2 for CRM software and we talked about the similarities we found in reference to the famous Avis campaign. This year we’re thrilled to share that we’ve secured our number 2 spot again. To keep up the tradition, we wanted to call out another awesome campaign from the 60s.  

In keeping with last year’s nod to Avis – We’re Number Two, this ad is also from Bill Bernbach and David Abbott – Looks Aren’t Everything.  

It definitely wasn’t an advert you’d expect to see from Volkswagen. Yet, the creative image Bernbach and the team used was hard to ignore.  

By using a picture of British comedian Marty Feldman, the ad instantly turned heads. The content is funny, clear, and cleverly builds in the key selling points of the Volkswagen – so you can see why the campaign did well. 

The creativity and bold marketing made a real impact. And that’s something B2B companies need to take note of. In marketing terms, B2B companies are often seen as the ‘boring uncles’ compared to B2C.  

So, we decided to take inspiration from campaigns like Looks Aren’t Everything and create our own controversial campaign called – The No Bullsh*t CRM. 

Our campaign has been running to raise awareness – that you don’t have to settle for bad CRM (added costs, bad support, poorly implemented software). We’ve promoted our Shared Success Program where you get a bunch of experts to help you build a CRM roadmap, before you commit to any CRM software costs. And highlighted the misconceptions around CRM – it can be cost effective if you choose a provider that isn’t charging you extra for functionality you don’t need.  

The reception of the campaign has produced some laughs, leads, and a few angry emails but like Bernbach’s campaign, it has received a lot of attention. After all, it’s pretty hard to ignore two office workers being splatted with bullsh*t.  

Another similarity of Bernbach’s campaign and ours was the theme of honesty. Cheesy sales lines just don’t cut the mustard anymore.  

The messaging resonated well for Volkswagen because it was realistic – you might not get the most beautiful car, but you’ll get a bunch of awesome features that you want from a car. 

With Workbooks, we’ve been honest and called out the problems in the CRM sector.  

We did our research. And discovered a lot of CRM users out there aren’t happy but they’re settling for crappy CRM because of the stress of moving, fears of very high costs, and a reluctance to learn how to use complicated software.  

We’ve acknowledged that these are very valid concerns. And we’ve worked hard to create realistic pricing packages, simplified implementations, and software that doesn’t need Einstein to run it – all so we can combat those fears.  

Ultimately, there’s a lot of bullsh*t CRM out there – but there’s hope in Workbooks.  

Love it or hate it, check out our campaign video here to see what you think.  

In the meantime, the team are already thinking about how to secure our number 2 position for next year – we have no doubts that Bernbach and the team will inspire us for a third year running.