Breaking through in the world of B2B marketing is no easy task, especially when your business serves a diverse range of industries. SAP’s case is a prime example of tackling this challenge head-on, as they cater to 19 distinct industries. Despite these complexities, the SAP team managed to achieve remarkable results in their campaign:
- A 21% cross-industry share of voice (surpassing their initial goal of 10%).
- Marketing Generated Opportunities (MGO) amounting to $3,675,000.
So, how did SAP achieve this? Here’s a closer look at their strategy and key takeaways:
Key Strategies That Led to Success
- Industry-Specific Campaigns Over Generic Messaging
SAP avoided the pitfall of creating generic, one-size-fits-all campaigns. Instead, they tailored their approach by focusing on one industry at a time, ensuring each campaign was highly relevant to its target audience. - Customization at the Individual Customer Level
Every campaign was designed with the customer’s unique needs, challenges, and perspectives in mind, allowing SAP to connect more effectively with their audience. - Speaking Their Customers’ Language
The team made an effort to communicate in terms and tones that resonated deeply with their target industries and prospects, ensuring messages felt relatable and credible. - A Multi-Channel, Content-Rich Approach
To engage audiences and maintain a strong share of voice across industries, SAP utilized a variety of channels and content types, creating a comprehensive ecosystem for engagement. Here’s a breakdown of what they used:- Thought Leadership Content
- Industry-specific whitepapers
- Video whitepapers
- TED Talk-style videos featuring industry leaders presenting key ideas
- Use case infographics and executive summary infographics
- Engaging Written Content
- Blog posts: SAP created 10 blogs per industry and published them on platforms like Forbes, The Digitalist, and LinkedIn
- Industry-specific questionnaires designed to gather insights while providing value
- Social Media and Digital Channels
- Five industry-specific tweet cards to drive engagement
- Email promotions targeting segmented audiences
- Industry forums to spark meaningful conversations
- Direct Engagement
- Outbound calls and follow-ups with responders to ensure consistent engagement
- Digital hub landing pages tailored for each industry, serving as dedicated information hubs
- Presentations and Events
- Executive presentations that catered to decision-makers, highlighting the value proposition in a compelling manner
- Thought Leadership Content
Why This Worked
SAP’s success stemmed from its laser-focused approach to personalization and relevance. By crafting campaigns that spoke directly to the pain points and aspirations of individual industries, SAP stood out in a competitive B2B landscape. Their use of diverse content formats and channels ensured they reached their audience wherever they were, while their commitment to industry-specific messaging elevated their share of voice.
Key Takeaway for B2B Marketers
When tackling cross-industry challenges, generic campaigns won’t cut it. A focused, personalized, and multi-channel approach is key to engaging diverse audiences and delivering measurable results. SAP’s strategy serves as a powerful reminder that understanding your audience—and speaking their language—can turn even the toughest marketing challenge into a success story.