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

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

  1. 1. 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  
  2. 2. Customers expect a personalized digital experience! Past  -­‐  One  Experience  for   Present  -­‐  Personalized   All   Experience  for  One  
  3. 3. KEY CHALLENGES!
  4. 4. Structure!
  5. 5. Complexity!
  6. 6. Focus!
  7. 7. PATH TO DIGITALACCOUNTABILITY!
  8. 8. Traffic Conversion PlaJorm
  9. 9. Traffic Conversion PlaJorm
  10. 10. Traffic - Whose media is it anyway?! Paid   Owned   Earned  
  11. 11. Search - Universal Customer Behavior!  “    “   95%  of  B2B  Decision  Markers  use  a  search   Nearly  every  member  of  a  purchasing   engine  when  shopping  for  new  products.”     commiQee  uses  a  search  engine  at  some   point  in  the  buying  process.”   Virtual  Iden-ty  AG   Gartner   Paid Search Organic   Search  
  12. 12. 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   PAID   ORGANIC   DISPLAY   SEARCH   SEARCH   AFFILIATE   SOCIAL   E-­‐MAIL   Leads  
  13. 13. Attribution Learning! Example  
  14. 14. Traffic Conversion PlaJorm
  15. 15. 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  
  16. 16. Testing - small changes for BIG results! Example  
  17. 17. The Impact of Personalized Experience! Example   19  
  18. 18. CHANGE MANAGEMENT (AND ASTORY ABOUT THE PLATFORM)!
  19. 19. Traffic Conversion PlaJorm
  20. 20. 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.  
  21. 21. Centralized/Global Approach! Parameters   Pipeline  Management   Priori9za9on   Implementa9on  
  22. 22. Clear Objectives! Example  
  23. 23. How it all works – The Platform! 25  
  24. 24. Anchor Point!
  25. 25. Business Results Drive Priorities ! Example  
  26. 26. Optimized Marketing Investment! SALES   MARKETING   INVESTMENT  
  27. 27. THANKS AND QUESTIONS!

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