A Content-Powered Lead Gen Strategy
SAP North America was faced with an inevitable truth: scalable, sustainable growth comes from net-new accounts. Already having enormous success in selling to current customers, they shifted gears to focus on how to strategically win net-new business.
SAP understood that change only happens when the entire organization is on board and alignment exists not just between Sales and Marketing but also between all department leaders. After brainstorming opportunities for growth, they had a roadmap in place: shorten their implementation period so buyers see more immediate ROI, target more industries who can benefit from their solution, switch from product-specific messaging to business and technical related messaging, and leverage reliable data to track the right metrics.
With growth as the catalyst for change, they pivoted their strategy around better data, better organization alignment, and better content. Turning from an outdated methodology to a new one centered around listening to what B2B buyers want, a precise, targeted approach was necessary to reach their goal.
SAP North America relied on their long-time history as a NetLine client hoping the pattern of repeat success would continue forward with their new and improved strategy. NetLine generated over 50% of SAP North America's attributable pipeline, with over 60% of engagement from dormant and net-new accounts.
This success largely represents SAP's trust in the NetLine database. Instead of fine-tuning their account list like they do with other marketing channels, SAP brought a broad list of 4,000 accounts to let NetLine's first-party buyer engagement insights guide their growth.
Tackling targeting and content strategy improvements, SAP's newfound buyer-oriented approach was met in equal strength with a content amplification platform they have relied on for years. As a credible brand in the B2B space, SAP North America needs a solution that delivers quality results at scale. Having a reliable partner with the largest intent-based professional network kept the momentum of their new organizational focus on net-new acquisitions.
NetLine's hyper-targeted abilities and performance-based nature provides the control and measurability marketers need to generate leads with confidence. With the foundation of running campaigns on the largest B2B network where prospective accounts are actively researching business and technical related topics, pipeline creation and revenue generation becomes less daunting.
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