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1© 2019 SAP SE or an SAP affiliate company. All rights reserved.
B2B Marketing Ignite | July 2019
Take The Reins On Revenue SAP Marketing Cloud
2© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Every brandmakes a promise
3© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Demand realizes the
potential of the brand
4© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Principle of least interest
5© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Dietrich Mateschitz, Founder of Red Bull
“The most dangerous thing for a branded product
is low interest.”
6© 2019 SAP SE or an SAP affiliate company. All rights reserved.
How do we win these customers?
Who are your best customers?
7© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Whichbuyersmake the best customers?
How to win every moment with these customers?
9© 2019 SAP SE or an SAP affiliate company. All rights reserved.
“
Chris Capossela, CMO Microsoft
If you want to know where
B2B sales is going, look
at B2C sales first.
”
10© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Land on website
Fill out form
Become lead in CRM
Get nurturing email?
2nd nurturing email
Another nurturing email?
Are you qualified?
Schedule a call
Talk to someone(maybe)
This is later… not now
11© 2019 SAP SE or an SAP affiliate company. All rights reserved.
81% of buyers avoid filling out forms when they encounter gated content.
12© 2019 SAP SE or an SAP affiliate company. All rights reserved.
More than 75% of B2B purchases today involve limited interaction with individual sales people.
CDO Trends
13© 2019 SAP SE or an SAP affiliate company. All rights reserved.
There’s a new B2B buyer out there -one who does not expect, and in many cases
does not want, to deal with a salesperson until it is time to close the deal.
BCG
14© 2019 SAP SE or an SAP affiliate company. All rights reserved.
RIGHT NOWWINS OVERBETTER LATER
15© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Attribute tooutcomes
Engage with intelligence
Know your customers
PerformanceOrchestrationDiscovery
16© 2019 SAP SE or an SAP affiliate company. All rights reserved.
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Know your customers
17© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Brand
Engage with intelligence
18© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Engage with intelligence
19© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Awareness Consideration Purchase Use Advocacy
Attribute to outcomes
Online ad
Website
Search
References
Calculator
Commerce
Bot
Pricing
Order
Invoice
DeliverySearch
Ticket
Review
Repurchase
Service
Payment
Notification
20© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Close the demand gap
21© 2019 SAP SE or an SAP affiliate company. All rights reserved.
Let’s talk!SAP Booth E2
22© 2019 SAP SE or an SAP affiliate company. All rights reserved.
4 – 4:30 PM, Engagement Stream
How SAP is Winning with Social Selling and Employee Advocacy
Malin LidenVP, Global Field Marketing
SAP
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