B2B marketing is challenging. Crafting compelling B2B case studies is even harder. But do you know what’s the most difficult?
It’s when your B2B company provides services across multiple industries. Take SAP, for example—they cater to a staggering 19 different industries. Developing an impactful marketing strategy for such a diverse audience requires precision, creativity, and strategic execution.
The Outcomes:
Despite the challenges, the SAP marketing team achieved remarkable results through their targeted campaigns. Here’s what they accomplished:
- A 21% industry-wide voice share, more than double their target of 10%.
- $3,675,000 in Marketing Generated Opportunities (MGO)—a direct reflection of their campaign’s effectiveness.
How They Did It:
SAP’s success wasn’t an accident. It was the result of a meticulous approach to tailoring their marketing efforts. Here are the key takeaways:
- Industry-Specific Focus: Rather than creating a one-size-fits-all campaign, SAP took a segmented approach. They concentrated on one industry at a time, crafting tailored campaigns that resonated with the unique needs and pain points of that sector. After completing one campaign, they shifted their focus to the next industry, ensuring every effort was industry-specific and highly relevant.
- Customer-Centric Messaging: Each campaign was designed from the customer’s perspective. SAP prioritized understanding the unique challenges and goals of each audience and communicated with them in their language. This personalized approach made their messaging more relatable and impactful.
- Localized Communication: The SAP team ensured their content and messaging were tailored to the preferences, terminology, and cultural nuances of each industry. Speaking the “language” of potential clients strengthened their connection and trust with the target audience.
Platforms and Content Categories:
SAP’s campaigns were a masterclass in diversification, using multiple platforms and formats to engage their audience effectively. Here’s a breakdown of the strategies they employed:
- Specialized Whitepapers:
In-depth, industry-specific reports to showcase their expertise and provide valuable insights. - Executive Summary Infographics:
Easy-to-digest visuals summarizing key findings and solutions for time-strapped executives. - Infographics with Use Cases:
Visual case studies demonstrating real-world applications and benefits. - Video Whitepapers:
An innovative approach to presenting whitepaper content in a more engaging video format. - Executive Presentations:
Professional, high-level presentations designed for decision-makers. - TED-Style Videos:
Compelling thought leadership videos featuring industry leaders endorsing SAP’s solutions and core thesis. - Industry-Specific Surveys:
Customized surveys to gather insights and foster engagement within each sector. - Blog Content:
SAP published 10 blog posts per industry on platforms like LinkedIn, Forbes, and Digitalist, establishing themselves as thought leaders in each space. - Email Marketing:
Personalized email campaigns to nurture leads and drive conversions. - Tweet Cards:
SAP created five tweet cards per industry to amplify their message on social media. - Specialized Forums:
Niche forums were leveraged to engage directly with industry professionals. - Outbound and Follow-Up Calls:
Proactive communication with respondents to nurture leads further. - Digital Hub Landing Pages:
Each industry had its own dedicated landing page, serving as a central resource for campaign materials and further engagement.
Lessons for Marketers:
SAP’s success story highlights the importance of segmentation, personalization, and strategic content distribution. By investing time and resources into understanding each industry’s unique needs, they were able to create campaigns that resonated deeply with their audience, yielding exceptional results.
For B2B companies looking to replicate this success, the key lies in listening to your audience, speaking their language, and delivering content that addresses their specific challenges.
Source: MarketingSherpa.com