| Title | FINDING BURIED TREASURE |
| Brand | SAP |
| Product / Service | CLOUDERP, SUCCESSFACTORS, HYBRIS SOLUTIONS |
| Category | C01. Use of Data Driven Insight |
| Entrant | PHD SINGAPORE, SINGAPORE |
| Idea Creation | PHD SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Miguel Rivero | PHD Media | Associate Director |
This simple, yet powerful thought, led us to re-examine our lead cultivation strategy. Old Approach: Paying to acquire the contact and nurture a consumer from Not exposed to Qualified Lead to Pipeline/Sale. New Approach: Divide our consumers into Not Exposed and Exposed and map them based on the companies we were prospecting. For consumers who had been exposed to an SAP solution in the past, we would continue the conversation with them via social media channels (like Facebook and LinkedIn) as though we had never stopped.
The list of contacts were hashed and matched against our key platform membership base and only the matches and lookalikes were targeted. Our “DEMAND CENTRE” approach ultimately was able to find the buried treasure hidden in SAP’s databases, and paid off immensely for SAP.
Overall, we delivered the following results, in a period of tougher growth for the category: Cost Per Response: $25, -2,608% versus old approach Cost Per Lead: $5,150, -91% versus old approach Qualified Leads: +30% versus old approach The 30% increase in qualified leads were driven by our change in strategy, as we observed that 52% of new leads had come from consumers that SAP already had in their database and had been switched from “Inactive” to “Active” because of the new approach. Overall, we have delivered an ROI of 15.08 for SAP.
Going against the trend in the market, we are faced with increased pressure to deliver qualified leads from a target account list supplied by SAP, reduce the cost per lead, increase final sales, and eventually increasing ROI.
SAP usually runs simultaneous campaigns for their products, and in the past 3 years had built up a database of 1 million potential leads, who had moved on to new roles. These consumers had been labelled as “net new” and “stalled”, which in SAP parlance meant that they would be treated as a completely new prospect, but they constituted true Buried Treasure for SAP, just waiting to be dug up. Our strategy for SAP was to create a “DEMAND CENTRE” which would allow them to easily dig up this treasure. We brought this DEMAND CENTRE concept to life with the help of best-in-class data architecture, sophisticated account-based marketing approaches and strategic optimizations across 3 key steps: 1. Validating 2. Mapping 3. Cultivating