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B2B is tough. I rarely find case studies on B2B.
Do you know what's the hardest?
It's when your B2B business serves many industries. In SAP's case - 19 industries.

Here are the results that the SAP team was able to achieve in this study:

1. A 21% cross-industry share of voice (the goal was 10%)
2. Marketing generated opportunities (MGO) equaled $3,675,000.

Here are the key takeaways from how they achieved it:

1. They didn't create one-size-fits-all-industries campaign, they focused on one industry, then on another campaign for another industry, etc.

2. Each campaign was customized from an individual customer perspective.

3. They were speaking in the language of their customers and prospects.

4. Here are the channels and types of content they used to attract their audience:
4.1. Industry whitepapers
4.2. Executive summary infographics.
4.3. Use case infographics.
4.4. Video whitepapers
4.5. Executive presentations
4.6. TED Talk-like videos where industry leaders prove their main idea.
4.7. An industry-specific questionnaire
4.8. Blog posts, 10 per industry published in Forbes, the Digitalist, LinkedIn.
4.9. Email promotions
4.10. Five tweet cards per industry
4.11. Industry forums
4.12. Outbound and responder follow-up [calls]
4.13. Digital hub landing sites

Source: www.marketingsherpa.com


Cheers,
Charlie Patel ;)



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