B2B is tough. I have a hard time locating B2B case studies.
Can you guess what’s the most challenging?
It’s when your firm caters to multiple different sectors. For SAP, that number is 19.
What the SAP team found in their research is as follows:
1. An overall market share of 21% (the target was 10%)
2.The MGO (opportunities created by marketing) came to $3,675,000.
The most important lessons learned from their success are as follows:
1.They didn’t make a generic ad campaign that could be used across all industries; instead, they tailored their efforts to a certain sector at a time.
2.we approached each campaign from the perspective of the individual customer.
3.they communicated effectively with their target audience by using their own language.
4.Their audience was attracted through the following channels and content types:
- White Papers on the Industry
- Graphical summaries for executives
- Illustrations of possible applications through the use of graphics.
- Whitepaper videos
- Business Presentations
- Videos in the style of TED Talks in which experts in a given field present and defend a central thesis.
- An company-specific survey
- Articles on Forbes, the Digitalist, and LinkedIn totaling ten per sector.
- Email marketing campaigns
- There are five tweet cards for each sector.
- Professional Meetings
- Outbound Calls/Follow-Up Calls from Responders
- Websites that serve as digital nodes
Source: www.marketingsherpa.com