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SAP & True Influence - SDSummit Case Study 2019 w/ Nick Robinson

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SAP Case Study with Nick Robinson for True Influence at the SiriusDecisions Summit 2019 held in Austin, TX.

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SAP & True Influence - SDSummit Case Study 2019 w/ Nick Robinson

  1. 1. PUBLIC Nick Robinson, SAP 2019 SAP North American Division Digital Marketing Practice
  2. 2. 2PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Our Vision Our vision is to help small and large companies run better so they can serve their customers though many forms, including Supply Chain Operation, Financial Reporting, Human Resources, and Management.
  3. 3. 3PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Who We Are Working with True Influence SAP Business ROI Looking to the Future with True Influence Agenda
  4. 4. 4PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP is a mature company. We deal directly with key individuals within companies, not with just one point-person. Software solutions to over 400k customers Background of SAP
  5. 5. Working with True Influence
  6. 6. 6PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Customer of True Influence for 4-5 years Using PersonaBase (Content Syndication) Working with True Influence We were looking for a partner that had the ability and the scale to reach out to a variety of people within the same company (and even the same departments) in order to create the opportunity to reach new prospects, so we could contact those individuals with our offerings.
  7. 7. 7PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Working with True Influence The demand generation that True Influence offers needed to focus on key decision-makers who are in buying mode. True Influence, over the years, has provided a steady flow of contacts that meet this criteria.
  8. 8. 8PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  9. 9. 9PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Working with True Influence We found True Influence through our media buying agency. We work with those agencies to build our Demand Generation strategy. They were the ones who recommended True Influence because: • True Influence was compatible with our Demand Generation Strategy • True Influence had the scale to provide Demand Generation to meet the objectives of: 1. Reaching key decision-makers within targeted accounts 2. Engaging key decision-makers within targeted accounts 3. Converting key decision-makers within targeted accounts
  10. 10. 10PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Working with True Influence Before True Influence, SAP was not even account-based. We were pursuing Demand Generation or purchasing a broad and unfocused segment of responders. We were getting contacts that would never be interested in the solutions we provide, so we were wasting time and resources. True Influence helped us develop a better way to buy Content Syndication by using an Account First lens.
  11. 11. 11PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  12. 12. SAP Business ROI
  13. 13. 13PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP Business ROI True Influence helped SAP create a sweet spot within the large enterprise space by: 1. Reaching Net New accounts 2. Reaching Accounts that have not bought before 3. Reaching dormant accounts that have not engaged in a while
  14. 14. 14PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP Business ROI Through PersonaBase, True Influence’s tactics have helped to get these dormant and new accounts to raise their hands. Our leading indicator that we are successful in our partnership with True influence is that these accounts are now engaged.
  15. 15. Looking to the Future with True Influence
  16. 16. 16PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Looking to the Future with True Influence Our Experience with True Influence is changing the way we do marketing: 1. We do not have to spend as much money reaching out to prospects. 2. We have been able to use marketing dollars for other tactics. 3. We are able to be efficient with greater return. SAP looked at specific goals, which helped us use PersonaBase to: • Know who SAP wanted to go after • Know the message SAP wanted to use • Know what success looked like
  17. 17. 17PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ The True Influence Difference True Influence is different because they set up the platform and technology to be inline with how B2B is evolving: 1. Targets a vast majority of the account list through the True Influence network 2. Identifies decision-makers who are doing research on SAP products and services 3. Is able to buy accounts efficiently and cost- effectively
  18. 18. 18PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  19. 19. 19PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Recommending True Influence Think about your B2B strategy. You need to understand your sales and marketing objectives. Decide what ultimately is your best solution. Your partners need to understand the buying behavior of customers. True Influence knows where the puck is going.
  20. 20. Thank you. To learn more: visit: www.trueinfluence.com phone: 1-888-301-4758

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