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SAP Gatecrasher campaign
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SAP Gatecrasher campaign

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Find out why so many SMEs trust SAP. Our portfolio of business intelligence and business analytics solutions is created specifically for small and medium enterprises – with options to help address …

Find out why so many SMEs trust SAP. Our portfolio of business intelligence and business analytics solutions is created specifically for small and medium enterprises – with options to help address your budget, timeline, IT preferences, and unique business requirements. Built to grow with you, these SME solutions are quick to deploy, and can be delivered on premise or on demand.

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  • 1. GatecrasherChannels Marketing CampaignGinger Shimp & Ryan O’NeilWith Christine Mykota NA Ecosystem & Channels
  • 2. Gatecrasher — Channel Marketing Campaign SAP offers a complete portfolio of business analytics (BA) solutions designed specifically for small-to-midsize enterprises (SME), which we market and sell via both direct and indirect channels, however:  Many of our prospects don’t immediately see how BA solutions apply across multiple lines of business PROBLEM  SAP is well known as an ERP vendor but not as well known for our BA solutions which makes it difficult for smaller partners to market and sell given their relatively DEFINITION small budgets (compared to SAP)  SAP is well known as a large enterprise solutions provider, but not as well known for SMEs, which makes marketing and selling that much more difficult for our smaller partners  SAP’s SME BA partners need to be able to promote their unique value proposition to targeted prospects Develop a compelling, integrated demand generation campaign that can be leveraged by strategic Partners to generate leads for their sales pipelines. The campaign sitelet must:  Be fun and engaging in order to capture attention  Be Brand Neutral in order to reach prospects who otherwise might not be receptive to KEY a message from SAP  Be flexible so that we can replicate it for each enrolled Partner with minor adjustments OBJECTIVES to reflect their brand and their language related to their value proposition  Provide clear, concise, compelling messaging for our key lines of business: finance, marketing, operations, sales, and technology  Alert partners to those most likely to respond to a follow-up phone call  Provide ongoing intelligence for SAP and Partners to be able to fine-tune messaging© 2011 SAP AG. All rights reserved. 2
  • 3. Gatecrasher — Channel Marketing Campaign Short-Term Success Stats — SAP view First partner to adopt was itelligence. Within the first three weeks, the program had generated:  30% visit rate (30% of the people who received the direct mail piece have visited the sitelet)  Three “Hot” leads (i.e., the visitor filled out the contact form at the end of the site) RESULTS  90 “Warm” leads (i.e., the visitors went all the way to the last page, but didn’t fill out the form Short-Term Success Stats — Partner view Within the first three months, the program had generated:  10 “Hot” Leads to-date (these are visitors who completed the contact form)  28% Web Site Visit Rate  92% of Visitors view the Value Proposition  75% of People who view the Value Proposition page (with logos), continue to view all remaining pages on the site. Short-Term Success Stats — SAP & Partner view Research & Marketing insight gleaned:  60% of Visitors are in a technology role  Most visited/compelling topic (rollover) by Line of Business  Technology visitors — business enabler  Sales visitors — pipeline analysis  Finance visitors — P&L analysis  Program available July 2011 SYNDICATION   First Partner live August 2011 Seven Partners live November 2011  Live test site set up for this program: www.wearepastthefuture.com/KevinLofgren© 2011 SAP AG. All rights reserved. 3
  • 4. Physical Direct Mail Piece drives prospect to the sitelet Included in a hand- addressed brown kraft envelope are four (4) three- dimensional foam pieces. In the design of an old-school rendition of a robot, the dimensional aspect makes the mailer stand out and encourages recipients to open it. The copy within is minimal and fun, and includes a personalized URL to an intriguing-sounding destination.© 2011 SAP AG. All rights reserved. 4
  • 5. Gatecrasher — Visitors’ Journey© 2011 SAP AG. All rights reserved. 5
  • 6. Gatecrasher Packages for Partners GATECRASHER Standard Premium Premium Plus Vendor Farstar Farstar Farstar Timeframe 1 month 3 months 6 months 500 targets 1,500 targets 3,000 targets Data (provided by Partner) (provided by Partner) (provided by Partner) *Tele follow-up: Provided by Partner *Campaign Assets: Direct Mail, PURL (personalized URL for each target contact), online microsite, partner-specific value Deliverables propositions and offers, real-time email notifications for follow-up, reporting dashboards for campaign performance management. * Partner-specific program reporting provided by Farstar BANT-Qualified Leads BANT-Qualified Leads BANT- Qualified Leads Campaign Outcome Total: up to 8 Total: up to 23 Total: up to 45 Partner-led campaign performance reporting is included in the package price. Also included in the price is the incorporation Additional Details of the Partner’s logo, plus value proposition and competitive differentiation content for the sitelet. Additionally, partner-specific offers may be featured in the sitelet.© 2011 SAP AG. All rights reserved. 6
  • 7. AppendixLive test site set up for this program: www.wearepastthefuture.com/KevinLofgrenSee following slides for a wireframe walk-through of the sitelet.
  • 8. Page 1 — Intrigue The old-school design we saw in the Direct Mail piece is reflected in the opening screens of the sitelet. We deliberately chose black-and- white photography to complement the illustration style of the graphics. We chose high personalization throughout the campaign to lift response and create a memorable, 1:1 dialog with the visitor. Thus, not only did we use a personalized URL, we greet the visitor by name once he or she logs in.© 2011 SAP AG. All rights reserved. 8
  • 9. Page 2 — Intrigue© 2011 SAP AG. All rights reserved. 9
  • 10. Page 3 — Intrigue Note the use of the visitor’s name at the bottom of the screen.© 2011 SAP AG. All rights reserved. 10
  • 11. Page 4 — Introduction to Partner Partner Logo At this point in the sitelet, the copy begins to speak about future direction, thus the photography changes to color. At this point we introduce the specific Partner by name in the copy (“DemoCo”) and being to feature the Partner logo as well as the SAP brand.© 2011 SAP AG. All rights reserved. 11
  • 12. Page 5 — Value Proposition (Showing “Finance” Page) Partner Logo Page 5 has five versions: Finance, Marketing, Operations, Sales, and Technology. Partners tell Farstar (who administers the program) which each target in their list should be mapped. If a visitor lands on this page, Farstar labels him or her with “Value Prop” so that the Partner’s sales team knows that the visitor clicked the “next” button after realizing what this sitelet was about. Visitors who roll-over a specific value proposition are further tracked and reported to the Partner’s sales force to help identify the visitor’s specific area of interest.© 2011 SAP AG. All rights reserved. 12
  • 13. Page 6 — Partner Strengths Partner Logo Page 6 copy is based on the questionnaire each Partner provides to SAP. Their unique strengths appear in the roll-over. Visitors who roll- over a specific strength are tracked and reported to the Partner’s sales team to help identify their specific area of interest. The testimonial in the purple area is customized for each Partner based on actual quotes from their clients.© 2011 SAP AG. All rights reserved. 13
  • 14. Page 7 — Partner Differentiators Partner Logo Page 7 copy is based on the questionnaire each Partner provides to SAP. Their differentiators appear in the roll- overs. Visitors who roll-over a specific differentiator are tracked and reported to the Partner’s sales team to help identify their specific area of interest. The testimonial in the purple area is customized for each Partner based on actual quotes from their clients.© 2011 SAP AG. All rights reserved. 14
  • 15. Page 8 — Contact Forms and Partner Offers Partner Logo Page 8 includes a contact form as well as three specific offers provided by each Partner for use in the campaign. Note the use of the visitor’s name in the call-to-action. When a visitor lands on this page, Farstar labels him or her as “warm.” When a visitor completes this form, he or she is labeled “hot.”© 2011 SAP AG. All rights reserved. 15
  • 16. Page 9 — Confirmation Page Partner Logo Page 9 will appear if the visitor has completed the contact form on the prior page. Note that each Partner’s corporate web address will be populated on this page. Once more, we use the visitor’s name when thanking him or her for their interest and giving assurance that a call is forthcoming.© 2011 SAP AG. All rights reserved. 16
  • 17. Thank You!Ginger ShimpMarketing Director, SME Strategy and Campaignsginger.shimp@sap.com(814) 308-9992Ryan ONeil Christine MykotaSenior Director Director, Strategy and Enablementryan.oneil@sap.com christine.mykota@sap.com(469) 525-7306 (604) 974-2423

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