testing: a discussion about sap's 27% lift in incremental sales leads
DESCRIPTION
This quick, 30-minute MarketingSherpa webinar. Daniel Burstein, Director of Editorial Content, MECLABS, will be interviewing Shawn Burns, Vice President of Digital Marketing, SAP, on how he and his team set up a marketing testing lab at one of the largest software companies in the world. They'll cover: -The processes and methodologies SAP established to generate a 27% lift in incremental sales leads from digital and digital marketing budget savings of 20% created by the test lab -How SAP prioritizes the 25 digital tests it runs every quarter -How his team helped establish a testing culture in SAPTRANSCRIPT
How SAP produced a 27% lift in incremental sales leadsTesting
Today’s presenters
Daniel BursteinDirector of Editorial Content
MECLABS @DanielBurstein
Shawn BurnsVP, Digital MarketingSAP@shawnpburns
Join the conversation
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Results
27% Increase in incremental sales leads
20% Digital marketing budget savings
“
“
My passion is ensuring digital adds measurable value to sales pipeline and revenue – if not, what's the point?
– Shawn Burns
Content and Offers
Registration and Form Pages
Design and Layout
*Potential Lift is based on the positive benefit seen in actual tests.
6
Up to 780%
Up to 97%
Up to 92%
Overall Category Potential Impacts
About Shawn
Worldwide lead for SAP Digital Marketing, including online demand generation, search media partnerships and our flagship website, SAP.com and its 72 country sites in 40 languages. Shawn is based in Paris.
SAP had a dozen different Web analytic approaches
Seeking a single source of truth
Image Attribution: TheBusyBrain
• 61,344 employees• Headquarters: Walldorf, Germany• Operates in more than 130 countries
About SAP
““
If you make Web analytics everybody’s job, you quickly realize it’s nobody’s job.
– Shawn Burns
What does SAP Test Lab do?SAP Test Lab is an internal team at SAP dedicated to testing the SAP web presence.
Using data from real customers, SAP Test Lab finds what works best to drive more
leads from the traffic you already have, right now. That way, you can optimize your
marketing strategy by uncovering new insights about your visitors and how to serve
them best.
3
How can SAP Test Lab help me?
We’ll show you what practices we tested and what our results were, so you’ll have insight intothe best ways to impact your bottom line — fast.
You’ll see four areas that help you understand how and why we tested each idea, and whatthe outcome was: Proposition, Result, Insight, and Impact. We’ll also introduce categoriesand relevancy to show you which areas each insight applies to, so it’s easy to introduce theseprinciples in your online marketing campaigns.
Find out how SAP Test Lab’s knowledge can improve your online marketing efforts anddrive tangible, measurable results, now.
One Marketing-Generated Lead €XX
Platf
orm
Testing Resources
Team
Proc
ess
In-Market TestsControl
Spotlights section on SAP.com
In-Market TestsTreatment
62% more engagement (aggregate results across tests in 7 different countries)
Regional Preferences
433% better engagement in China than in the U.S.
Three Key Steps
1 Determine analytics abilities
2
3
Use analytics to test
Create a framework to learn from tests
Thank you
Daniel BursteinDirector of Editorial Content
MECLABS @DanielBurstein
Shawn BurnsVP, Digital MarketingSAP@shawnpburns