SAP's Excellence in Integrated Marketing: Converting Online Traffic to Leads

Integrated Marketing & Culture Change Driven by Converting Online Traffic to

Leads!

Shawn  Burns  Global  VP,  Digital  Marke9ng  

Slavi  Samardzija  EVP  and  Chief  Analy9cs  Officer,  KBM  Group  

Customers expect a personalized digital experience!

Past  -­‐  One  Experience  for  All  

Present  -­‐  Personalized  Experience  for  One  

KEY CHALLENGES!

Structure!

Complexity!

Focus!

PATH TO DIGITAL ACCOUNTABILITY!

Traffic Conversion PlaJorm

Traffic Conversion PlaJorm

Traffic - Whose media is it anyway?!Paid   Owned   Earned  

95%  of  B2B  Decision  Markers  use  a  search  engine  when  shopping  for  new  products.”    

Virtual  Iden-ty  AG    “   Nearly  every  member  of  a  purchasing  

commiQee  uses  a  search  engine  at  some  point  in  the  buying  process.”  

Gartner  

 “  

Search - Universal Customer Behavior!

Organic  Search  

Paid Search

Media  -­‐  Holis9c  aQribu9on  is  required   Holis9c  understanding  of  customer  behavior  across  all  digital  channels  (Paid/Owned/Earned)  is  needed  to  mone9ze  efforts  

 Understanding  impact  by  channel  will  guide  investment  decisions  

DISPLAY  PAID  SEARCH   E-­‐MAIL  SOCIAL  AFFILIATE  

ORGANIC  SEARCH  

Leads  

Attribution Learning!

Example  

Traffic Conversion PlaJorm

Content – Is it worth registration?!Content  Type   Free   Premium  

AdverLsing   X  

News  and  Public  RelaLons   X  

Customer  TesLmonials   X  

Product  Overviews   X  

Customer  Videos   X   X  

Custom  Research  -­‐  White  Papers   X   X  

Online  Events  and  Webcasts   X  

Guided  Product  Demos   X  

SoluLon  ConfiguraLon  -­‐  Pricing   X  

Testing - small changes for BIG results!

Example  

The Impact of Personalized Experience!

19  

Example  

CHANGE MANAGEMENT (AND A STORY ABOUT THE PLATFORM)!

Traffic Conversion PlaJorm

Digital Accountability requires a lot of CHANGE!

Awareness   Interest   Desire   Ac9on  

“AIDA”  model  to  be  employed  to  take  employees  through  the  change  required  in  ramping  a  digital  

organiza9on.  

Centralized/Global Approach!Parameters   Pipeline  Management  

Priori9za9on   Implementa9on  

Clear Objectives!

Example  

How it all works – The Platform!

25  

Anchor Point!

Business Results Drive Priorities !

Example  

Optimized Marketing Investment!

MARKETING  INVESTMENT  

SALES  

THANKS AND QUESTIONS!