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SAP Leverages Content to Drive BI Sales

ON24-Powered Business Intelligence Webinar Series Helps SAP Fill Sales Pipeline and Close Deals (May 15, 2014)

SAN FRANCISCO, May 15, 2014 /PRNewswire/ --Analytics and business intelligence (BI)are key offerings from cloud and enterprise software leader SAP, and the North America Field Marketing team has leveraged the ON24 webcasting solution to engage with customers, drive lead generation and close new sales opportunities.

Through the award-winning "Best Run Business Intelligence and Analytics Webcast Series," SAP delivered a data-driven, multi-touch campaign to support the buyer's journey of BI prospects.

Through the award-winning "Best Run Business Intelligence and Analytics Webcast Series," SAP delivered a data-driven, multi-touch campaign to help BI sales prospects on their own buyer's journey. The campaign was built around customer engagement and a systematic approach to delivering quality content to end users, driving awareness and interest for SAP's range of business intelligence and data analytics solutions.

SAP designed an end-to-end marketing program, combined with multiple customer touch-points, and backed it up with accurate measurement. The narrative-driven program consisted of five webcasts, three video white papers, three YouTube videos and one "deep-dive" video presentation that showcased a customer success story. In addition, SAP made audience materials available via Slideshare and a dedicated BI and Analytics online resource center. A combination of pre-event online marketing and efforts by SAP's telesales team drove webinar registration and attendance, supplemented by regular customer follow-up throughout the life of the campaign.

By leveraging SAP's own deep library of content and subject matter experts, the company used the webcast series to illustrate how customers can benefit from, utilize and implement SAP and be successful. The popular webinar series reversed diminishing webinar attendance and reduced "one and done" online events. Thanks to savvy pre-event marketing, deep integration with SAP's social media marketing team and multiple customer touches, interest was strong with more than 1,400 registrants. Most importantly, during and after the webcast series, the sales pipeline for SAP BI and Analytics solutions experienced direct benefit, including:

  • 17 documented sales leads
  • Four sales opportunities totaling $775,050 in pipeline revenue
  • Two closed sales, totaling $300,050

Because it achieved meaningful ROI for a very low spend, the BI and Analytics webinar series put webcasting "back on the map" at SAP. The internal team documented and shared best practices across SAP's marketing and sales organizations, creating a model for other groups within the company to follow.

For the innovative use of content and achievement of sales ROI, the Content Marketing Institute (CMI) and ON24 recognized the SAP North America Field Marketing team for its performance with a Virtual Communication Excellence Award for Best in Content Marketing. "Our clients have recognized that virtual communication is a key to marketing success in today's global economy. Award winners like the 'Best Run Business Intelligence and Analytics Webcast Series' define best practices for the industry," added Lars Christensen, ON24 Marketing Vice President.

"Our customers truly connected with the content because we created a better experience, moving them through the entire sales cycle within one comprehensive program a clear example of strong content and strong teamwork producing strong results," commented Deanna Ransom, SAP Marketing Director. "With the need for consistent digital conversations and engagements with our prospects and customers, virtual communications are now woven throughout the lifecycle of everything we do to keep the conversation flowing and the thread utilized to bring consistency and measurability to our entire marketing strategy."

About ON24, Inc.
ON24 is the global leader in cloud-based solutions for webcasting and virtual communications. ON24 offers a broad and innovative product portfolio accessible from any device and supported by industry-leading reporting and analytics. More than 1,000 organizations, including IBM, CA Technologies, Merck, JPMorgan Chase, Deloitte, Credit Suisse, Rosetta Stone, Ernst & Young and SAP, rely on ON24. Applications for the ON24 platform include demand generation, customer engagement, talent development and town hall meetings. The company is headquartered in San Francisco, with offices throughout the world. For more information, visit

About the ON24 Network
The ON24 Network is the world's largest webinar network. It leverages two redundant data centers and a network of global delivery partners to distribute massive amounts of information to millions of viewers. With new registrants joining every 1.8 seconds, the ON24 Network's audience is growing 30% each year. Over the last five years, the ON24 Network delivered 106,000 live webinars to more than 30 million viewers who watched over 27 million hours of content. According to Frost & Sullivan, ON24 is the web events industry leader, with 28% market share.

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