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 also reveals the seven things he wished someone had told him at the start of the journey. www.demandgenerationsummit.com

Business

Brochureware to Sa
ales Engine:
SAP.com
SAP
Shawn Burns, Global VP
Online Marketing and Demand Generation Services
d

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

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

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

3) Leverage Partners Smartly
Qualify and
Drive To Web Convert to Lead
Sell

I t
Int
In
nt
Int

Ext
Ex
xt
Ext

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

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

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…

7) Beware the latest w
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Every ything will
be in the cloud?

Virtual Events

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

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Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).

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The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

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From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world. With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively. The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage. Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience. See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers See the original article on Forbes here: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b

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Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world. Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance. For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age. Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.

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

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

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