Demandbase > Case Studies > SAP Concur Boosts Engagement, Pipeline, Deal Size & Revenue with Enhanced Account Focus & Advertising

SAP Concur Boosts Engagement, Pipeline, Deal Size & Revenue with Enhanced Account Focus & Advertising

Technology Category

Functional Applications - Enterprise Resource Planning Systems (ERP)
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Oil & Gas

Applicable Functions

Sales & Marketing

Use Cases

Inventory Management

Services

Cloud Planning, Design & Implementation Services

About The Customer

SAP Concur is the world’s leading brand for travel, expense and invoice management solutions. The company has 10,000 employees and is based in Bellevue, WA. When Ryan Oliver moved from SAP corporate to SAP Concur to run their digital marketing program for U.S. enterprise accounts, he began looking for a tool to help him maximize the effectiveness of his entirely account-based marketing (ABM) program.

The Challenge

When Ryan Oliver moved from SAP corporate to SAP Concur to run their digital marketing program for U.S. enterprise accounts, he faced a significant challenge. He had a large universe of accounts to target and a limited budget to do it with. He needed a tool to help him prioritize his list and get the most value for his advertising budget. Additionally, he was looking for a platform that would help him implement account-based marketing (ABM) best practices, such as multi-touch campaigns, consolidated insights to better understand what their target accounts were doing, and analytics to evaluate and double-down on what was working.

The Solution

Ryan started using Demandbase to consolidate account insights from their various disconnected systems — Salesforce, Marketo, and Adobe Analytics. By adding Demandbase’s data and insights, including intent signals, they were able to get a better picture of what was happening at their accounts. This intelligence was used to prioritize their list of accounts. They segmented the list into cohorts and launched personalized ad campaigns from the Demandbase platform. They shared the lists, insights, and conversion alerts with their colleagues across marketing and sales to align on multi-touch outreach. They monitored the metrics to spot where they were getting lift — increased web visits and engagement. They also used Demandbase’s intent signals to uncover when customers were investigating competitive solutions or indicating an opportunity for an upsell or cross-sell.

Operational Impact

With Demandbase ABX Cloud and Advertising Cloud, the U.S. Enterprise Account team at SAP Concur saw a significant lift in website visits from accounts they advertised to compared to that same group of accounts prior to advertising. This included nearly 500 accounts that had not visited their site in some time — a particularly important group to re-engage. They achieved 95% engagement across seven ad campaign groups compared to the pre-advertising benchmark of 51%, based on a one-quarter cohort analysis. They also sharpened alignment across their multi-layered marketing and sales organizations. Today they share insights and work hand-in-hand across digital marketing, field marketing, marketing and sales development, and sales. The team at SAP Concur also increased closed-won revenue, improved deal size, and increased pipeline after consistently advertising to a prioritized group of accounts for three to four months, compared to pre-advertising levels.

Quantitative Benefit