SAP SME Portfolio for Small and Midsize Businesses

© 2011 SAP AG. All rights reserved. 1 Internal

SAP SME Family Small and Midsize Enterprise Portfolio Nurture Campaign February 28, 2012 Ginger Shimp With Carolyn Judge & Tara Butler-Krgovic

NA Ecosystem & Channels

© 2011 SAP AG. All rights reserved. 2

SME Portfolio Nurture Campaign

KEY OBJECTIVES

It was our intent to simplify the way in which we market to the SME audience by creating a campaign and message map to clearly positions SAP for SME

PROBLEM DEFINITION

SAP offers a complete portfolio of solutions designed specifically for small-to-midsize businesses. By leveraging SAP® solutions that best fit the needs of SMEs, they can achieve profitable growth in a highly dynamic market. However: SAP's Enterprise Resource Planning (ERP) solutions -- Business All-in-One,

Business ByDesign and BusinessOne -- have overlapping target audiences which makes it confusing for prospects to know which one is the best fit.

Similarly for SAP solutions for analytics, prospects are unsure which of our solutions -- Edge, BI OnDemand, Crystal Reports, etc. -- is the best solution for them.


SME Portfolio Nurture Campaign

SYNDICATION

Program available: April 2011 List testing (Prior Responders, Net New from CRM, Rented list, Dormant Accts):

Ongoing Offer testing ($25 versus $10 gift card offer): August 2011 Frequency testing (7- to 10-day lag versus 2-day lag): October 2011

RESULTS

Success Stats — Short Term

Total Recipients: 253,325 Visitors who did NOT register: 5,199 Registrants: 1,680 Total Response: 6,879 or 2.7%

STRATEGY

Humanize the SAP brand by centering the campaign on customer stories in order to make the campaign resonate with similar targets

Pull branding through the entire campaign by choosing SAP SME customers to supply the gift card offer and include their stories during fulfillment

Upskill inside marketing by training them on the how to ID key pain points to guide prospects to the right solution within the full portfolio


Overview

Tele Component Registrants = All who register; routed for follow-up via Rapid Response and

suppressed from future touches. Visitors = All who hit the sites but do NOT register; prioritized based on # of times at

sites and routed for follow-up upon completion of campaign

Route to Tele via RR

EDM #1 Visit?

EDM NR #1 Visit?

EDM #2 Visit?

EDM NR #2 Visit?

EDM #3 Visit?

EDM NR #3 Visit? NO NO NO NO NO

EDM #1 Register?

EDM NR #1 Register?

EDM #2 Register?

EDM NR #2 Register?

EDM #3 Register?

EDM NR #3 Register?

NO NO NO NO NO YES YES YES YES YES YES

YES YES YES YES YES YES

NO


Waterfall

Email #3

Email #2

Email #1


Background

Since the objective of this campaign is lead and demand generation / nurture – from net new prospects as well as a variety of stalled and/or discontinued leads -- we interviewed a number of our most successful sales reps to get their insight and feedback as to what moves the needle for their clients and prospects. Their input is woven into the marketing message for all of our pieces. In most of the cases, high personalization was chosen to lift response and create a memorable, 1:1 dialog with the target recipient.


Wave 1: PURL Email — Ready, Set, Grow!

This email campaign will break away from the standard syndicated format but retain all of SAP’s branding and identity. The new look will be edgy and speak directly to language and pain points of our target decision makers. The goal is to disarm people, get their attention, and compel them to respond by visiting their personal Web site. Call to Action: Visit your personal Web site to register to receive a $10 gift card from an SAP SME customer and view an SAP video white paper. Or call to speak with an SAP solution specialist. Timing: 10 days after the initial blast, all registrants will be suppressed and the email will be sent on more time.


Wave 1: Registration Page — Ready, Set, Grow!

This registration page will “pop up” over the users personal Web site before they can enter. They will register and choose a $10 gift card of their choice. Upon submission they will see a thank you pop-up page and then will return to their personal web site. We will track the data received by registrants and follow up with a fulfillment email with the online gift card code.


Wave 1: Landing Page — Ready, Set, Grow!

This personalized landing page has the viewer’s first name in the subhead to give it a very personalized feel. Here they can view the video white paper as well as see a quick overview of pain points they may have with links leading directly to each solution’s page on www.sap.com/usa/sme. There is also an Explore link which drives to the SME home page overview. The viewer can share the SME Web site via social media networks as well as revisit their personal landing page without having to register again.


Wave 2: PURL Email — Join the Happy Family

This email blast features a “Join our Family” theme. It will have the customer photos fanned out in the upper right with a play button over it to entice the viewer to click on it. When they do they will be driven to the registration page. Call to Action: Visit your personal Web site to register to receive a $10 gift card from an SAP SME customer and view videos on five successful SAP customers. Or call to speak with an SAP solution specialist. Timing: This email will be sent to the entire list of non-registrants 10 days after the second blast of the Grow email. After 10 days, all registrants will be suppressed and the email will be sent on more time.


Wave 2: Landing Page — Join the Happy Family

Upon registering, or for responders revisiting their PURL, they will come to the Join the Happy Family microsite, where the six featured customers will be highlighted in the top portion in a carousel browser, along with a dynamic overview SME flash video. It will open highlighting the flash video and below will showcase the solutions by pain point. The viewer can click through the carousel to view each customer success video and see their story below. The microsite drives to www.sap.com/usa/sme for more information.


Wave 3: PURL Email — Take SAP for a Spin

This design is set so that, with a simple mouse click, you can spin the wheel around, showcasing the six solutions. We focus on calling for an appointment and personalize the wheel. When they click, they will be driven to the registration page. Call to Action: Visit your personal Web site to register to receive a $10 gift card from an SAP SME customer and see an overview of our solutions for small–to-midsize businesses. Or call to speak with an SAP solution specialist. Timing: This email will be sent to the entire list of non-registrants 10 days after the second blast of the Join the Happy Family email. After 10 days, all registrants will be suppressed and the email will be sent on more time.


Wave 3: Landing Page — Take SAP for a Spin

Upon registering, or for responders revisiting their PURL, they will come to the SPIN microsite, where the six featured products will be highlighted in the form of business pains most likely to be associated with the need for the products. It will continue to showcase the six featured customers, allowing the viewer to click through the carousel to view each customer success video and see their story below. The microsite drives to www.sap.com/usa/sme for more information.


Gift Card Offer

There is a $10 online gift card offer for waves 1 through 3. These are current SAP SME customers.

MexGrocer.com

Sports Authority®

Tumi

Under Armour®

Zappos.com

Appendix


Asset Links

Wave 1 — Ready, Set, Grow! Link to Email #1: http://bit.ly/AeoApG

Link to Landing Page #1: http://bit.ly/z1v9AS

Wave 2 — Join the Happy Family Link to Email #2 – To Responders of Wave #1: http://bit.ly/x5dIHk

Link to Email #2 – To Non-Responders: http://bit.ly/wcOnLE

Link to Landing Page #2: http://bit.ly/xyBIR3

Wave 3 — Take SAP for a Spin Link to Email #2 – To Responders of Waves #1 and #2: http://bit.ly/zLo69y

Link to Email #3 – To Non-Responders: http://bit.ly/xShqsL

Link to Landing Page #3: http://bit.ly/ze90Ai

http://bit.ly/AeoApG�

http://bit.ly/z1v9AS�

http://bit.ly/x5dIHk�

http://bit.ly/wcOnLE�

http://bit.ly/xyBIR3�

http://bit.ly/zLo69y�

http://bit.ly/xShqsL�

http://bit.ly/ze90Ai�

Thank You! Ginger Shimp Marketing Director, NA Ecosystem & Channels Program Team [email protected] (814) 308-9992

Carolyn Judge Marketing Manager, NA Ecosystem & Channels Program Team [email protected] (610) 661-7095

Tara Butler-Krgovic Senior Marketing Manager, NA Ecosystem & Channels Program Team [email protected] (610) 661-1697

mailto:[email protected]�

