SAP targets new business areas
What we worked on
Bespoke analysts reports (from ACE)
What we achieved
The SAP ABM programme has become award winning
Global software giant, SAP, was looking to ‘go beyond the CIO’ with its ABM programme. Using the Agent3 Platform, it has expanded its customer relationships and boosted up- and cross-sell opportunities.
Get to know new stakeholders
SAP is serious about Account Based Marketing (ABM). The software giant knows how competitive the technology solutions industry is, and understands the value in one-to-one and one-to-few, highly-targeted sales and marketing.
The company already conducts successful ABM in its top accounts, which drives significant revenues; however, it wanted to expand its relationships beyond just the CIO and IT department. SAP believed this would be possible by increased access to account intelligence insight. Previously, customer insight was obtained through individual research on an ad hoc basis, and was often shared through email forwarding by members of an account team – as an example.
A pilot with the Agent3 Platform in five of SAP’s strategic accounts revealed how the tool was able to deliver insights to help sales and marketing hold targeted and valuable conversations with new stakeholders. The program now includes approximately 15 of SAP’s strategic accounts in North America. Agent3 provides its account teams with a single platform from which they can access tailored and targeted information on their customers. Insight includes unstructured public and social data, and an ever-growing list of premium primary data to help users build a full and accurate picture of accounts and key stakeholders.
Insight delivered, teams aligned
“We use the account intelligence at the top end of a highly-targeted sales funnel,” said Amy Craven, North America ABM program office team lead at SAP. “This accelerates the process when we are targeting a new department, like HR, sales or procurement, because we know what conversations to hold and with whom, enabling us to have discussions around the innovations that they actually want to learn about.”
The ABM program at SAP requires significant resources from across the organization because marketing must engage with stakeholders from multiple lines of business across the company. To ensure that everyone on the team has access to the same available information, the agent3 Platform offers access to sales, support, engineering and marketing individuals from around the world.
“The Platform helps us educate our internal teams to align better with our customer; we know the macro economic challenges they face, so we can apply the most appropriate tactics and deliverables,” Craven added. “Ultimately, it helps us get more engaged with the customer so all parts of the business, not just IT, know who we are.”
Improve the customer experience
SAP has also used additional Agent3 services for its sales, marketing and customer events. With senior level executives in attendance, SAP wanted specific information to ensure its sales teams were armed with deep insight to have high-level conversations that were relevant to customers’ needs. Agent3 compiled specific dossiers with highly relevant information on key individuals.
“Every internal person who touches a customer account helps with our events. We knew the more insight we could have on a customer, the better we could guide discussions and talk to stakeholders we might not have been able to before. Having the insight dossiers helped to improve our customers’ experience at the event,” Craven said.
The SAP ABM programme has become award winning and the company is looking to extend its use of insight through new data sets, such as intent data, that can help add layers of intelligence to the organisation’s marketing programs and sales cycles.
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