SAP Gatecrasher campaign

Gatecrasher Channels Marketing Campaign Ginger Shimp & Ryan O’Neil With Christine Mykota

NA Ecosystem & Channels

© 2011 SAP AG. All rights reserved. 2

Gatecrasher — Channel Marketing Campaign

KEY OBJECTIVES

Develop a compelling, integrated demand generation campaign that can be leveraged by strategic Partners to generate leads for their sales pipelines. The campaign sitelet must: Be fun and engaging in order to capture attention Be Brand Neutral in order to reach prospects who otherwise might not be receptive to

a message from SAP Be flexible so that we can replicate it for each enrolled Partner with minor adjustments

to reflect their brand and their language related to their value proposition Provide clear, concise, compelling messaging for our key lines of business: finance,

marketing, operations, sales, and technology Alert partners to those most likely to respond to a follow-up phone call Provide ongoing intelligence for SAP and Partners to be able to fine-tune messaging

PROBLEM DEFINITION

SAP offers a complete portfolio of business analytics (BA) solutions designed specifically for small-to-midsize enterprises (SME), which we market and sell via both direct and indirect channels, however: Many of our prospects don’t immediately see how BA solutions apply across multiple

lines of business SAP is well known as an ERP vendor but not as well known for our BA solutions

which makes it difficult for smaller partners to market and sell given their relatively small budgets (compared to SAP)

SAP is well known as a large enterprise solutions provider, but not as well known for SMEs, which makes marketing and selling that much more difficult for our smaller partners

SAP’s SME BA partners need to be able to promote their unique value proposition to targeted prospects


Gatecrasher — Channel Marketing Campaign

SYNDICATION Program available July 2011 First Partner live August 2011 Seven Partners live November 2011 Live test site set up for this program: www.wearepastthefuture.com/KevinLofgren

RESULTS

Short-Term Success Stats — SAP view First partner to adopt was itelligence. Within the first three weeks, the program had generated: 30% visit rate (30% of the people who received the direct mail piece have visited

the sitelet) Three “Hot” leads (i.e., the visitor filled out the contact form at the end of the site) 90 “Warm” leads (i.e., the visitors went all the way to the last page, but didn’t fill out

the form

Short-Term Success Stats — Partner view Within the first three months, the program had generated: 10 “Hot” Leads to-date (these are visitors who completed the contact form) 28% Web Site Visit Rate 92% of Visitors view the Value Proposition 75% of People who view the Value Proposition page (with logos), continue to view

all remaining pages on the site.

Short-Term Success Stats — SAP & Partner view Research & Marketing insight gleaned: 60% of Visitors are in a technology role Most visited/compelling topic (rollover) by Line of Business

Technology visitors — business enabler Sales visitors — pipeline analysis Finance visitors — P&L analysis

http://www.wearepastthefuture.com/KevinLofgren�


Physical Direct Mail Piece drives prospect to the sitelet

Included in a hand-addressed brown kraft envelope are four (4) three-dimensional foam pieces. In the design of an old-school rendition of a robot, the dimensional aspect makes the mailer stand out and encourages recipients to open it. The copy within is minimal and fun, and includes a personalized URL to an intriguing-sounding destination.


Gatecrasher — Visitors’ Journey


Gatecrasher Packages for Partners

GATECRASHER Standard Premium Premium Plus

Vendor Farstar Farstar Farstar

Timeframe 1 month 3 months 6 months

Data 500 targets (provided by Partner)

1,500 targets (provided by Partner)

3,000 targets (provided by Partner)

Deliverables

*Tele follow-up: Provided by Partner *Campaign Assets: Direct Mail, PURL (personalized URL for each target contact), online microsite, partner-specific value

propositions and offers, real-time email notifications for follow-up, reporting dashboards for campaign performance management.

* Partner-specific program reporting provided by Farstar

Campaign Outcome BANT-Qualified Leads Total: up to 8

BANT-Qualified Leads Total: up to 23

BANT- Qualified Leads Total: up to 45

Additional Details Partner-led campaign performance reporting is included in the package price. Also included in the price is the incorporation

of the Partner’s logo, plus value proposition and competitive differentiation content for the sitelet. Additionally, partner-specific offers may be featured in the sitelet.

Appendix Live test site set up for this program: www.wearepastthefuture.com/KevinLofgren

See following slides for a wireframe walk-through of the sitelet.

http://www.wearepastthefuture.com/KevinLofgren�


Page 1 — Intrigue

The old-school design we saw in the Direct Mail piece is reflected in the opening screens of the sitelet. We deliberately chose black-and-white photography to complement the illustration style of the graphics. We chose high personalization throughout the campaign to lift response and create a memorable, 1:1 dialog with the visitor. Thus, not only did we use a personalized URL, we greet the visitor by name once he or she logs in.


Page 2 — Intrigue


Page 3 — Intrigue

Note the use of the visitor’s name at the bottom of the screen.


Page 4 — Introduction to Partner

Partner Logo At this point in the sitelet, the copy begins to speak about future direction, thus the photography changes to color. At this point we introduce the specific Partner by name in the copy (“DemoCo”) and being to feature the Partner logo as well as the SAP brand.


Page 5 — Value Proposition (Showing “Finance” Page)

Partner Logo Page 5 has five versions: Finance, Marketing, Operations, Sales, and Technology. Partners tell Farstar (who administers the program) which each target in their list should be mapped. If a visitor lands on this page, Farstar labels him or her with “Value Prop” so that the Partner’s sales team knows that the visitor clicked the “next” button after realizing what this sitelet was about. Visitors who roll-over a specific value proposition are further tracked and reported to the Partner’s sales force to help identify the visitor’s specific area of interest.


Page 6 — Partner Strengths

Partner Logo Page 6 copy is based on the questionnaire each Partner provides to SAP. Their unique strengths appear in the roll-over. Visitors who roll-over a specific strength are tracked and reported to the Partner’s sales team to help identify their specific area of interest. The testimonial in the purple area is customized for each Partner based on actual quotes from their clients.


Page 7 — Partner Differentiators

Partner Logo Page 7 copy is based on the questionnaire each Partner provides to SAP. Their differentiators appear in the roll-overs. Visitors who roll-over a specific differentiator are tracked and reported to the Partner’s sales team to help identify their specific area of interest. The testimonial in the purple area is customized for each Partner based on actual quotes from their clients.


Page 8 — Contact Forms and Partner Offers

Partner Logo Page 8 includes a contact form as well as three specific offers provided by each Partner for use in the campaign. Note the use of the visitor’s name in the call-to-action. When a visitor lands on this page, Farstar labels him or her as “warm.” When a visitor completes this form, he or she is labeled “hot.”


Page 9 — Confirmation Page

Partner Logo Page 9 will appear if the visitor has completed the contact form on the prior page. Note that each Partner’s corporate web address will be populated on this page. Once more, we use the visitor’s name when thanking him or her for their interest and giving assurance that a call is forthcoming.

Thank You! Ginger Shimp Marketing Director, SME Strategy and Campaigns [email protected] (814) 308-9992

Ryan O'Neil Senior Director [email protected] (469) 525-7306

Christine Mykota Director, Strategy and Enablement [email protected] (604) 974-2423

mailto:[email protected]�



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