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Sarah Goodall (SAP) & Paul Elliott (SAP)
5th November 2019
Account Based Smarketing: How SAP Combine Social Selling With ABM
2 © 2019 SAP SE or an SAP affiliate company. All rights reserved.
“Talent wins games, but teamwork and intelligence win championships.” Michael Jordan
3 © 2019 SAP SE or an SAP affiliate company. All rights reserved.
• Target retail account decided
• Account plan established
• Meeting with Group CIO secured
• SAP InnovationX event planned
• Account based Social Selling pilot
February 2019
Establishing The Baseline
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Connectivity Via LinkedIn Insights
connectivity (499
connections in
February 2018*)
= 816 members connected with your company
= 142,464 members not connected with your company
.3% .6% connectivity (816
connections in
February 2019)
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Competitive Activity Via LinkedIn Insights
SAP Competitors’
Average
Change in % connectivity in last 6 months % of target buyers you and your competitors are connected to
SAP
Competitors’
average
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Profiling Intelligence Via Unrival
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Social Selling Index Via LinkedIn
Activating The ABSS Program
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The Wider Account Based Team
Digital
Marketing
Inside
Sales
Technical
Experts
Channel
Managers
Alliance
Partners
Solution
Architects
© Tribal Impact Ltd
Key Acct.
Manager
Business
Dev.
Solution
Sales
sap.com
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3 Hour Focused Workshop
Who
Procurement / HR
What Who
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Account Based Selling Output Examples…
Digital
Marketing
Technical
Experts
= Content
Inside
Sales
Line of
Business
Solution
Sales
= Relationship
Building &
Connecting
Digital
Marketing
Key Acct.
Manager
= Analysis
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Post Workshop Momentum
Coaching sessions for technical influencers
Monthly reports to entire team on traction
Monthly meetings to discuss progress &
achievements
Online community hosting resources
Utilising LinkedIn Sales Navigator
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6.8 people involved
in the decision
making process
Source: CEB
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1) Use Powerful Searches To Identify Influencers
https://www.crystalknows.com/
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2) Focus Efforts On Digitally Active Influencers
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3) Profile & Analyse Their Interest. Be Relevant.
Measuring The Impact
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Progress from Jan 2019 to Oct 2019:
Unique Visits up 25%
Number of page views up 63%
Actual Time spent on sap.com at each visit up 20%
Website Activity Via Digital Marketing…
Team Social Selling Index Oct SSI score Jan SSI score
Consulting 64.86 Not active
Architect 57.88 Not active
Specialist Sales 75.96 76.82
LoB Sales 64.00 65.00
LoB Sales 68.58 Not Active
Specialist Sales 55.12 48.7
LoB Sales 68.71 71.94
Specialist Sales 70.85 64.47
Specialist Sales 61.82 Not active
Specialist Sales 70.18 57.82
….Supported by SSI
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Hard and soft results..
Engaged with all NNN target accounts in multiple solution areas outside ERP.
NNN registration and attendance at SAP specific events
e.g. Innovation-X, CX Live,
Engagement and leads from non 3rd party events because of visibility via Linkedin / digitally
Total pipeline increase attributable to digital selling / ABM ytd >£5M
Optimisation Steps
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Paid Social Campaigns To Support ABM
25%
LinkedIn members
nurtured by
marketing
campaigns are 25%
more likely to
respond to InMail
40%
InMail response rate
jumps to 40% if
prospect exposed to
thought leadership
content
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Sponsored Content Campaigns To Support ABM
43%
Sponsored Content
& InMail together
generates a 43% lift
in CTR
Lessons Learned
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• It’s a team effort
• Align insights, technology & people
• Drive towards a goal – event or meeting
• Keep momentum
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Marketing
Sales
Marketing
Account Based Marketing
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Marketing Sales
Thought leader blogs
Web traffic insight
eBooks & white papers
Lead scoring
Event
Event feedback
Case studies
Sharing blogs
Prospect behaviour
Interest alignment
Social Selling activation
InMails
PointDrive follow-up
Meeting & Opportunity
Marketing
Account Based Smarketing
Partner logo
Contact information:
F name L name
Title
Address
Phone number
Thank you.
