SAP's Excellence in Integrated Marketing: Converting Online Traffic to Leads
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Transcript of SAP's Excellence in Integrated Marketing: Converting Online Traffic to Leads
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
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
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
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.