SAP BUSINESS ANALYTICS APPLICATIONS

TitleSAP BUSINESS ANALYTICS APPLICATIONS
BrandSAP
Product / ServiceBUSINESS ANALYTICS SOLUTIONS
CategoryB03. Business Products & Services
EntrantMINDSHARE SINGAPORE, SINGAPORE
Entrant Company:MINDSHARE SINGAPORE, SINGAPORE
DM/Advertising Agency:MINDSHARE SINGAPORE, SINGAPORE

Credits

Name Company Position
Connie Teo Mindshare Singapore Assoc. Director
Eunice Lim Mindshare Singapore Media Manager, Digital

The Brief

Consumers are moving outside the (traditional) purchasing funnel, changing the way they research and buy products within the B2B space. SAP, a market leader in Enterprise Application Software chose to sell and market smarter rather than harder on their business analytics solutions as a response to this new dynamic. SAP took time to understand their increasingly well-informed and generally risk-aversed B2B buyers to deliver a smart, sharp and efficient campaign – by facilitating the purchase journey. Our challenge lies in navigating this less linear purchase journey (awareness, consideration, demand generation) and addressing target audiences in three industries (Retail, Telecom, Consumer Products) within a limited budget.

Creative Execution

With our focus on CIOs we identified ZDNet Asia as our partner for this initiative. ZDNet Asia has a half million strong community across the region and provides comprehensive insights, researches, and guide to IT planning. In a contextually relevant environment on ZDNet Asia, online banners and eDMs were created as drivers to a series of industry-specific microsites. The CIOs were offered the opportunity to gain access to exclusive on-demand videos where IDC, SAP and industry specific experts discussed issues affecting business environments, challenges, opportunities, strategies, and the role of business intelligence in aligning with success goals and metrics.

Describe the creative solution to the brief/objective.

The strategy was built on three key insights that helped us be smart and sharp in our prioritization of target audience and touchpoints. - CIOs have a strong position/voice at the boardroom table. - B2B consumers-generated online media now ties with traditional media for influence when it comes to generating vendor shortlist. - Audiences turn to trusted online sites sources for keeping up to date with latest technology trends. Our strategy focused on ways of influencing the influencers through the less linear purchase journey so as to generate a minimum of 300 respondents across the three specific industries.

Results

Not only did this campaign break the mould on traditional B2B marketing by not chasing multiple targets and the use of usual C-suite media - it delivered incredible results! 1. The campaign drew over 10K unique visitors to the industry-specific microsites - 24m online impressions and over 100K eDMs were delivered. These metrics lowered our cost per lead targets by 18.6%. 2. 87% of these total organic registrations were further actively qualified to be re-routed to SAP teams for conversions, as according to Forester Research, companies on these follow-up activities generates 50% more sales-ready leads at 33% lower cost per lead.