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B2B Marketing Ignite | July 2019

Take The Reins On Revenue SAP Marketing Cloud

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Every brandmakes a promise

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Demand realizes the

potential of the brand

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Principle of least interest

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Dietrich Mateschitz, Founder of Red Bull

“The most dangerous thing for a branded product

is low interest.”

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How do we win these customers?

Who are your best customers?

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Whichbuyersmake the best customers?

How to win every moment with these customers?

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“

Chris Capossela, CMO Microsoft

If you want to know where

B2B sales is going, look

at B2C sales first.

”

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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

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81% of buyers avoid filling out forms when they encounter gated content.

LinkedIn

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More than 75% of B2B purchases today involve limited interaction with individual sales people.

CDO Trends

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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

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RIGHT NOWWINS OVERBETTER LATER

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Attribute tooutcomes

Engage with intelligence

Know your customers

PerformanceOrchestrationDiscovery

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OOOOOOOOOOOOOOOOO

OOOOOOOOOOOOOOOOO

XOXOXOXOXOXOXOXOXOXOXOXOXOXOXOXOX

XOXOXOXOXOXOXOXOXOXOXOXOXOXOXOXOX

Know your customers

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Brand

Engage with intelligence

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Engage with intelligence

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Awareness Consideration Purchase Use Advocacy

Attribute to outcomes

Online ad

Website

Email

Search

References

Calculator

Commerce

Email

Bot

Pricing

Order

Invoice

DeliverySearch

Ticket

Review

Repurchase

Service

Payment

Notification

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Close the demand gap

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Let’s talk!SAP Booth E2

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4 – 4:30 PM, Engagement Stream

How SAP is Winning with Social Selling and Employee Advocacy

Malin LidenVP, Global Field Marketing

SAP