Transforming SAP.com into a demand generation engine - Shawn Burns, Global VP of Online Marketing...
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Brochureware to Sa SAP SAP.com Shawn Burns, Global VP Online Marketing and Demand ales Engine: d Generation Services
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Shawn gives a blow-by-blow account of how SAP overhauled its entire approach to online lead generation – from driving web traffic to engaging and converting leads to driving sales conversation. He also reveals the seven things he wished someone had told him at the start of the journey.www.demandgenerationsummit.com
Transcript of Transforming SAP.com into a demand generation engine - Shawn Burns, Global VP of Online Marketing...
Brochureware to SaSAPSAP.comShawn Burns, Global VPOnline Marketing and Demand
ales Engine:
d Generation Services
Setting the stage
SAP AG in 2008 revenues: €11.567 • Around 82,000 companies run SAP softw
12 million users in 120+ countries teaUnique partner ecosystem
• More than 1.1 million community member
Expanding our portfolio for small andExpanding our portfolio for small and• Powerful and affordable solutions for the
billionware
am
rs (SDN and BPX)
d midsize enterprisesd midsize enterprisesunique needs of every business
1) Organising the skill
Drive To Web Convert
Online Advertising
Search Marketing SAP.com
Email M k ti
Promotional Offers
Marketing
Virtua
ls
to Lead Qualify and SellSell
Online Lead Routing
Target (L0)
Opportunity
Inquiry (L1)
Prospect (L2)
Lead (L3-L4-L5)
al Events and Webcasts Online Reporting
Deal
2) MONETISE
89,999,999
91,999,999 ..,…
..,…
..,…
..,…
..,…
Lead Level 1
100,999
300,999
299,999
199,999,
50 999
Lead Level 2
50,999
150,999
149,999
109,999
3) Leverage Partners
Drive To Web Convert
I tInt
In
ExtExtEx
Smartly
to Lead Qualify and SellSell
nt
Int
xt
Ext
4) A Word About Sea85% of business executives use search when they begin the purchase process. - Gartner, 2007
rchNearly every member of a purchasing committee uses a search engine at some point in the buying process G t 2007point in the buying process. - Gartner, 2007
Paid S hSearch
OrganicSearch
5) It’s all Database MaOnly three quest
WHWH
HOW
WH
arketing (again)tions are relevant
O i i t th b itO is coming to the website
W do we get them to convertg
AT is the total cost of deal close
6) “TeleWeb” is non-li
Understanding the “pull-push” phenomenon helpspush phenomenon helps to focus resources
Drive to web turns into inbound call - results in web
dpage demo - creates interested prospect –
i 30 d ilrequires 30 day email follow-up…
near
7) Beware the latest w
EveryEveryEveryEverybe in tbe in t
widget
ything willything willything will ything will he cloud? he cloud?
Virtual EventsVirtual Events
