Shawn gives a blow-by-blow account of how SAP overhauled its entire approach to online lead generation – from driving web traffic to engaging and converting leads to driving sales conversation. He also reveals the seven things he wished someone had told him at the start of the journey. www.demandgenerationsummit.com

1. Brochureware to Sa
ales Engine:
SAP.com
SAP
Shawn Burns, Global VP
Online Marketing and Demand Generation Services
d

2. Setting the stage
SAP AG in 2008 revenues: €11.567 billion
• Around 82,000 companies run SAP softw
ware
12 million users in 120+ countries tea
am
Unique partner ecosystem
• More than 1.1 million community member (SDN and BPX)
rs
Expanding our portfolio for small and midsize enterprises
d
• Powerful and affordable solutions for the unique needs of every business

3. 1) Organising the skill
ls
Qualify and
Drive To Web Convert to Lead
Sell
Online
Advertising
Online Lead Routing
Search
Marketing SAP.com
Target
(L0)
Inquiry
(L1)
Prospect
(L2)
Lead
(L3-L4-L5)
Promotional Offers
Email Opportunity
Marketing
M k ti Deal
Virtua Events and Webcasts
al Online Reporting

4. 2) MONETISE
Lead Level 1
89,999,999 100,999
91,999,999 ..,… 300,999
299,999
..,…
..,…
..,…
..,…
199,999
,
Lead Level 2
50,999
50 999
150,999
149,999
109,999

5. 3) Leverage Partners Smartly
Qualify and
Drive To Web Convert to Lead
Sell
I t
Int
In
nt
Int
Ext
Ex
xt
Ext

6. 4) A Word About Search
85% of business executives use search when Nearly every member of a purchasing
they begin the purchase process. - Gartner, 2007 committee uses a search engine at some
point in the buying process - G t 2007
process. Gartner,
Paid
Search
S h
Organic
Search

7. 5) It’s all Database Ma
arketing (again)
Only three quest
tions are relevant
WHO is coming t th website
i i to the b it
HOW do we get them to convert
W g
WHAT is the total cost of deal close

8. 6) “TeleWeb” is non-linear
Understanding the “pull-
push
push” phenomenon helps
to focus resources
Drive to web turns into
inbound call - results in web
page d demo - creates
interested prospect –
requires 30 d email
i day il
follow-up…

9. 7) Beware the latest w
widget
Every ything will
be in the cloud?
Virtual Events