Eric Martin & Barry Angeny: Scaling ABM Programs: Accelerating the Sale with Personalization

1. SCALING ABM PROGRAMS
Accelerating the Sale with
Website Personalization
Eric Martin, Vice President of Customer Experience Marketing
@MyFaveMartin, linkedin.com/in/ericmartinsap/
Barry Angeny, Sr. Director, Digital COE
@Bangeny, https://www.linkedin.com/in/barry-angeny-2965119/

2. STRATEGIC ABM AT
SAP NORTH AMERICA

3. AGENDA
§ ABOUT SAP & THE CASE FOR ABM AT SAP NA
§ ACCOUNT SELECTION
§ DEFINING THE PROGRAM
§ MARKETING PLANS & TACTICS

4. SLIDE 4
As the market leader in enterprise
application software, SAP helps companies
of all sizes and industries run better. From
back office to boardroom, warehouse to
storefront, desktop to mobile device – SAP
empowers people and organizations to work
together more efficiently and use business
insight more effectively to stay ahead of the
competition.
With 87% of the Forbes Global 2000 running
our software, SAP’s 84,000 employees focus
on a singular purpose that inspires us every
day: To help the world run better and
improve people’s lives.
ABOUT SAP

5. SLIDE 5
SAP North America
• Serving 132,000 customers in 25 industries
• 1,067 channel partners and distributors
• 75 locations
• 19,000 employees
• Headquartered in Newton Square, PA

6. SLIDE 6
All numbers are for North America market only
Our most strategic
customers - drive
30% of SAP NA
revenue
Strategic
Customers
10,000+ accounts
Key/Named
Accounts
General
Business
4,500 Key
Accounts
74
Accts
ACCOUNT SELECTION
74 accounts selected based on:
• Growth potential
• Sales engagement
• Customer commitment
ABM coverage model:
• ~20 accounts = 1:1 ABM
• ~54 accounts = Cluster ABM

7. SLIDE 7
Account-based marketing (ABM) is a strategic approach to “treating
individual accounts as markets in their own right.” - ITSMA
ACCOUNT-BASED MARKETING AT SAP NA
Account
Selection
Planning &
Insight
Messaging &
Content
Execution &
Engagement
Measurement

8. SLIDE 8
MID-YEAR
MARKETING PLAN
REVIEW
ACCOUNT PLANNING
APRIL JUNE OCT
FINALIZE
MARKETING PLAN
DEDICATED WEBCAST #2
SAPPHIRE NOW
CUSTOMIZED
EXPERIENCE
ARIBA LIVE 5
ATTENDEES
DEDICATED WEBCAST #1
INTERNAL ACTIVITIES
DEC
LISTENING PLATFORM
SPONSORSHIP
ACTIVITY
SUCCESS
CONNECT
1:1 EVENT ON-SITE
AT CUSTOMER HQ
DEDICATED
WEBCAST #3
SPONSORSHIP
ACTIVITY
YEAR-END
REVIEW
CUSTOMER FACING
ACCT PROFILE
SPONSORSHIP
ACTIVITY
CUSTOMER PLAN - EXAMPLE

9. SLIDE 9
BILL OF
MATERIALS
ACTIVITIES/SERVICES
SAP.com PERSONALIZATION
ACCOUNT-BASED ADVERTISING
PROFILING
CUSTOM WEBCASTS
CUSTOM COLLABORATION SITES
ENTERTAINMENT via SPONSORSHIPS
REFERENCES
ONSITE 1:1 EVENTS
GO-LIVE EVENTS
SOCIAL ANALYTICS
DESIGN THINKING
EBC VISITS
SOCIAL CORPORATE RESPONSIBILITY
CUSTOM WEBSITES
PROFILING

10. EXTENDING ABM INTO YOUR DIGITAL
ADVERTISING PROGRAMS

11. AGENDA
§ HOW DOES SAP SCALE ABM IN DIGITAL ADVERTISING?
§ HOW TO PLAN
§ CAMPAIGN EXAMPLES
§ LESSONS LEARNED

12. SLIDE 12
EXTENDING ABM INTO YOUR DIGITAL ADVERTISING PROGRAMS
§ Paid media (digital advertising)
requires a base level of reach and
frequency to justify investment and
gain efficiencies
§ Expand beyond core list of “white
glove” accounts into the next tier of
accounts you care about
§ Developing this list requires close
collaboration between Sales and
Marketing
Scaling for larger volume:

13. SLIDE 13
EXTENDING ABM INTO YOUR DIGITAL ADVERTISING PROGRAMS
White-glove Customer Marketing
~20 accounts
TAM: DNN’s, industry, cross-sell…
~2,000 accounts; highly segmented
Total Addressable In-Market
10,000+ accounts; dynamic
ABM
ABM at
Scale
Traditional
Demand Gen
Technology
Extending targeted messaging and content into the
TAM tier via digital advertising

14. SLIDE 14
ABM STARTS WITH THOUGHTFUL SEGMENTATION
By account
status:
By pipeline status:
By industry?
By product?
By line of
business?
Customer?
Prospect (Net New)?
Dormant Account?

15. SLIDE 15
EXTENDING ABM INTO YOUR DIGITAL ADVERTISING PROGRAMS
§ Define very specific campaign
objectives
§ List Segmentation is Key
§ Don’t try to boil the ocean – Run
small pilots, then scale up
§ Measure, assess performance,
optimize, repeat.
Planning - Before you get
started:

16. SLIDE 16
EXTENDING ABM INTO YOUR DIGITAL ADVERTISING PROGRAMS
Set Specific Campaign
Objectives:
§ Awareness?
§ Consideration?
§ Demand Generation?
§ Other?

17. SLIDE 17
EXTENDING ABM INTO YOUR DIGITAL ADVERTISING PROGRAMS
Objectives should connect to account list segmentation
AWARENESS
CONSIDERATION
DEMAND
GENERATION
Customer
Net New
Dormant

18. How you should
measure
your
performance
Web traffic from target
accounts
Lift: engagement from
target accounts
Opportunities
Pipeline
Close Rates
Funnel Velocity
Lifetime Value:
Retention And Upsell

19. SLIDE 19
ADVERTISING KPI: LIFT IN ENGAGEMENT
§ Measure advertising engagement by account
§ Measure site activity by account
§ Supports efficiency of ad spend
§ Provides sales/marketing with intelligence about account engagement,
including early buying signals
§ Lift is the leading indicator of revenue

20. SLIDE 20
WHY FOCUS ON LIFT: You cannot afford to wait for “the lead”
EVENTS
SALES
CALL
LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEB
RESEARCH PEERS
INTEREST
Marketers miss out on
the buying signals that
occur pre hand raise…
…and the signals that
occur once a prospect
is in a sales cycle.

21. SLIDE 21
TAM Q2-Q4 CAMPAIGN OVERVIEW
§ Objectives
§ Drive TAM accounts to the SAP site
§ Increase engagement with relevant content
§ Initiate cross-sell or new engagement
§ Targeted Companies: 220
§ Segments:
§ By Industry: Public Sector, Banking, Retail
§ By Account Status: Expected Close, Net New

22. SLIDE 22
RETAIL CREATIVE + LANDING PAGE
Personalized
269K impressions
0.11% CTR
Non-Personalized
423K impressions
0.08% CTR

23. SLIDE 23
CUMULATIVE CAMPAIGN RESULTS
Site-wide Lift: 41%
§ 26 of 91 (29%) of lifted accounts
were net new to SAP.com
§ 65 “more engaged” – had
baseline activity
§ Tracks all activity regardless of
traffic source
Demandbase Benchmark for site-wide lift is 30%
Track campaign
aggregate
performance…….
...and by individual
account

24. SLIDE 24
LIFT IN ENGAGEMENT GROWS OVER TIME
Cumulative Public
Sector
Net
New
Expected
Close
Banking Retail
# of Accts 221 28 36 47 72 49
Month 1 Lift 10% 11% 16% 4% 8% 56%
Month 2 Lift 17% 14% 27% 8% 19% 69%
Month 3 Lift 31% 32% 29% 20% 32% 61%
Month 4 Lift 34% 34% 35% 30% 32% n/a
Month 5 Lift 38% 32% 39% 36% 38% n/a
Month 6 Lift 41% 29% 42% 43% 46% n/a
Final Lift 41% 29% 39% 40% 40% 51%
The cumulative list of accounts, as well as all individual segments performed at or above
Demandbase benchmark of 30%.

25. SLIDE 25
LANDING PAGE ENGAGEMENT: WHO’S CLICKING ADS?
118 companies (53%) clicked on the Demandbase served ads and
engaged with the ad campaign landing pages.
3%
12%
12%
38%
46%
49% 53%
0%
20%
40%
60%
Month 1 Month 1-2 Month 1-3 Month 1-4 Month 1-5 Month 1-6 Final
Demandbase benchmark: 25%

26. KEY TAKE AWAYS
BUILDING & SCALING ABM:
• ABM is not incremental in nature.
• Governance through service-level
agreement (SLA) is a must.
• Sales & customer cooperation is vital
for a successful ABM program.
§ Segment your ABM list into specific
audiences
§ Align advertising objectives and
messaging to audience segment
§ Start with small pilots and scale up
§ Collaborate with sales to arm them
with actionable learning at engaged
accounts

27. THANK YOU
Eric Martin, Vice President of Customer Experience Marketing
@MyFaveMartin, linkedin.com/in/ericmartinsap/
Barry Angeny, Sr. Director, Digital COE
@Bangeny, https://www.linkedin.com/in/barry-angeny-2965119/