sap's excellence in integrated marketing: converting online traffic to leads
TRANSCRIPT
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
Customers expect a personalized digital experience!
Past -‐ One Experience for All
Present -‐ Personalized Experience for One
KEY CHALLENGES!
Structure!
Complexity!
Focus!
PATH TO DIGITAL ACCOUNTABILITY!
Traffic Conversion PlaJorm
Traffic Conversion PlaJorm
Traffic - Whose media is it anyway?!Paid Owned Earned
95% of B2B Decision Markers use a search engine when shopping for new products.”
Virtual Iden-ty AG “ Nearly every member of a purchasing
commiQee uses a search engine at some point in the buying process.”
Gartner
“
Search - Universal Customer Behavior!
Organic Search
Paid Search
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
DISPLAY PAID SEARCH E-‐MAIL SOCIAL AFFILIATE
ORGANIC SEARCH
Leads
Attribution Learning!
Example
Traffic Conversion PlaJorm
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
Testing - small changes for BIG results!
Example
The Impact of Personalized Experience!
19
Example
CHANGE MANAGEMENT (AND A STORY ABOUT THE PLATFORM)!
Traffic Conversion PlaJorm
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.
Centralized/Global Approach!Parameters Pipeline Management
Priori9za9on Implementa9on
Clear Objectives!
Example
How it all works – The Platform!
25
Anchor Point!
Business Results Drive Priorities !
Example
Optimized Marketing Investment!
MARKETING INVESTMENT
SALES
THANKS AND QUESTIONS!