Summary
B2B Marketing drives tremendous B2B engagement for the world's leading B2B Software Brand!
Challenge
ERP and SAP are often used synonymously which gives SAP a distinct advantage in the market. However with this "Xerox Syndrome", often people does not associate the brand SAP with any other categories, where SAP has a dominant presence and leadership too. SAP NOW was one such campaign to establish SAP's leadership as a Cloud first enterprise software player across solutions areas such as HRM, CX, Spend Management amongst others. Similarly, emerging markets and digital natives is a big segment for SAP in India. Showcasing SAP's mobile-first, AI powered affordable cloud solutions to a significantly large target audience was the challenge.
Objective
SAP has been the leading ERP solution with 90% + penetration in the Indian market. Over the past 52 years worldwide and 27 years in India, SAP serves as a backbone to the world's economy as 9 out of 10 enterprise companies of the world runs on SAP. While SAP continues to enjoy market and thought leadership, focus in the recent year has been to establish the brand SAP as a cloud-first brand with solutions beyond core ERP.
Strategy
With SAP's private and public cloud SAAS ERP solution at the fore, SAP NOW was our effort to showcase SAP's cloud-first, multi-solution portfolio to our target customers and partners. SAP NOW is a global flagship event of SAP that brings together thousands of customers and partners to experience SAP's latest and also offers an opportunity to to delve into future roadmap of SAP's solutions. The India edition of SAP NOW was the first one off the blocks in the APJ region on April 20 at the JIO World Convention Centre, Mumbai. The event truly set a very high bar in terms of execution excellence, quantity & quality of attendance, engaging & experiential content and the overall customer experience, it delivered. Attended by 2000 + customers and partners, the day-long event commenced with stellar keynote sessions, followed by solution oriented tracks helping audience get a deeper perspective of the solutions such as Cloud ERP, HRM Suite (SuccessFactors), CX Suite, Business Technology Platform (BTP) and Spend Management (Ariba) solutions. The Show floor & Break out area was divided into LOB and Industry zones to help customers easily navigate to their preferred areas of interest. The 8 theatres across these zones saw a packed audience through the second half, each of these offered about 4 hours of engaging content - experiential workshops, panel discussions, customer case study presentations and solution demos (46 Solution Booths and 22 partner Booths).
Data
The campaign received a thumping engagement across media and received 5 million + organic social impressions and 100K + engagements across the platform
Solution
Results
• Total active pipeline touched: € 230M • Number of leads captured in the event App: 375 • A media round table hosted on the side lines for SAP NOW focused on our Grow with SAP announcement and has already generated nearly 70 stories across mainline and regional publications and electronic media • At the customer studio set up on-site we managed to create 25 customer testimonial videos covering Cloud ERP, BTP, HXM, CX & ISBN • 2063 total attendees, 1400 customers & prospects from 580 unique accounts. • More than 30% attendees were designated GM or above. A third of the audience was from midmarket • A stand-alone track hosted for Digital Natives & Start ups saw 100+ attendees
