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Transforming SAP.com into a demand generation engine - Shawn Burns, Global VP of Online Marketing and Demand Generation – SAP
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Transforming SAP.com into a demand generation engine - Shawn Burns, Global VP of Online Marketing and Demand Generation – SAP

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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 …

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

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  • 1. Brochureware to Sa ales Engine: SAP.com SAP Shawn Burns, Global VP Online Marketing and Demand Generation Services d
  • 2. Setting the stage SAP AG in 2008 revenues: €11.567 billion • Around 82,000 companies run SAP softw ware 12 million users in 120+ countries tea am Unique partner ecosystem • More than 1.1 million community member (SDN and BPX) rs Expanding our portfolio for small and midsize enterprises d • Powerful and affordable solutions for the unique needs of every business
  • 3. 1) Organising the skill ls Qualify and Drive To Web Convert to Lead Sell Online Advertising Online Lead Routing Search Marketing SAP.com Target (L0) Inquiry (L1) Prospect (L2) Lead (L3-L4-L5) Promotional Offers Email Opportunity Marketing M k ti Deal Virtua Events and Webcasts al Online Reporting
  • 4. 2) MONETISE Lead Level 1 89,999,999 100,999 91,999,999 ..,… 300,999 299,999 ..,… ..,… ..,… ..,… 199,999 , Lead Level 2 50,999 50 999 150,999 149,999 109,999
  • 5. 3) Leverage Partners Smartly Qualify and Drive To Web Convert to Lead Sell I t Int In nt Int Ext Ex xt Ext
  • 6. 4) A Word About Search 85% of business executives use search when Nearly every member of a purchasing they begin the purchase process. - Gartner, 2007 committee uses a search engine at some point in the buying process - G t 2007 process. Gartner, Paid Search S h Organic Search
  • 7. 5) It’s all Database Ma arketing (again) Only three quest tions are relevant WHO is coming t th website i i to the b it HOW do we get them to convert W g WHAT is the total cost of deal close
  • 8. 6) “TeleWeb” is non-linear Understanding the “pull- push push” phenomenon helps to focus resources Drive to web turns into inbound call - results in web page d demo - creates interested prospect – requires 30 d email i day il follow-up…
  • 9. 7) Beware the latest w widget Every ything will be in the cloud? Virtual Events