SAP China Offer Portal

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Challenge

The small – and mid-size business category has just as complex a decision-making process as the enterprise space, but with drastically reduced potential for revenue. We needed to craft a marketing approach for SAP that made sense for this category.

Solution

• We created a membership offer portal that became a key driver and focal point for all respondents. It allowed them to research SAP’s information, including new solutions, case studies, whitepapers, sale promotions, and more.
• We defined three tiers of membership and determined different levels of offers for each of them. We utilized webinars, events, promotions, and the upgrade driver to move them along the path until they reached the TM criteria to call.
• We designed dynamic landing pages with Web 2.0 functionalities for acquisition, activation and nurturing for a twelve-month period.
• We tested, learned, and applied an optimization strategy to consistently increase response and drive down expenses.

Result

5 months after its launch, the offer portal now has an active member base of 118,000, and has generated more than 2,500 qualified leads for the SAP sales team.