Senior Marketing Director, SAP America 3 4 Aerospace Automotive - - PowerPoint PPT Presentation

▶
senior marketing director sap america 3 4
SMART_READER_LITE
LIVE PREVIEW

Senior Marketing Director, SAP America 3 4 Aerospace Automotive - - PowerPoint PPT Presentation

Nov 18, 2023 235 likes •746 views

Senior Marketing Director, SAP America 3 4 Aerospace Automotive Banking Chemicals Consumer Products EC&O Healthcare Higher Education High Tech IM&C Insurance Legal Services Life Sciences Oil & Gas Professional Services

slide-1
SLIDE 1

Senior Marketing Director, SAP America

slide-2
SLIDE 2
slide-3
SLIDE 3

3

slide-4
SLIDE 4

4

slide-5
SLIDE 5

5

Public Sector Retail Utilities

Wholesale Distribution

Distinct Industries Aerospace Automotive Banking Chemicals Consumer Products EC&O Healthcare Higher Education High Tech IM&C Insurance Legal Services Life Sciences Oil & Gas Professional Services

slide-6
SLIDE 6

6

Digital Transformation

About 9,950,000 results (0.51 seconds)

slide-7
SLIDE 7

7

slide-8
SLIDE 8

8

slide-9
SLIDE 9

Senior Marketing Director, SAP America

slide-10
SLIDE 10

10

slide-11
SLIDE 11
slide-12
SLIDE 12
slide-13
SLIDE 13

Industry-specific image with consistent, powerful intro language

slide-14
SLIDE 14

Core flagship whitepaper offering Articulating the end-to- end industry digital business strategy

slide-15
SLIDE 15

Industry-specific, Ted Talk- style videos Compelling talks in which industry and LoB leaders share their perspective

  • n how digitization will

transform the industries, lines of business and the world around us

slide-16
SLIDE 16

Featured events, videos and blog posts 10 posts per industry, published in Forbes, Digitalist, LinkedIn, SCN, and promoted through SAP social channels

slide-17
SLIDE 17

Premium report download

slide-18
SLIDE 18

Infographics Executive presentation Whitepapers Videos

slide-19
SLIDE 19

19 Podcast episodes: Coffee Break with Game Changers radio show Education network and magazine offers MOOC with openSAP DX Specialist certification

slide-20
SLIDE 20

20 Digital transformation survey Industry-specific questionnaire to help companies benchmark

slide-21
SLIDE 21

21 Industry-specific customer case studies

slide-22
SLIDE 22

22 PLUS… Tweet cards Multi-touch EDM Social Activation: paid search, content syndication, social selling Industry forums Live events

slide-23
SLIDE 23

1 2 3 4

Four Key Elements

slide-24
SLIDE 24

2 1 2 3 4

Crafting a Complex Content Strategy

slide-25
SLIDE 25

Focus on incremental, emental, bite te-sized ized, digita gitall lly-na native tive assets and ampli plifyi ying ng exist stin ing g content tent through ALL digital & traditional channels to speak to:

  • Chief information officer
  • Chief technology officer
  • Chief digital officer
  • Chief innovation officer
  • Chief marketing officer
  • Chief customer engagement officer
  • Other digital titles
slide-26
SLIDE 26
  • Make it perso

sona nal

  • Make it role

e and indu dust stry y specific cific

  • Make it work for diffe

fferent ent learnin rning styles les

slide-27
SLIDE 27

Radio Infographics Whitepapers Video Whitepaper TED Talk-Style Video Executive Briefing Deck Social Media Tele Guide Landing Page and Email MOOC

slide-28
SLIDE 28
slide-29
SLIDE 29

2 1 2 3 4

Crafting a Complex Content Strategy

slide-30
SLIDE 30
slide-31
SLIDE 31
  • Take the press

essure off

  • Start with an outline, bullet points
  • Interview and gh

ghostwri stwrite te

  • Focus on

n your ur sem emin inal al piec ece e i.e., the central whitepaper

  • Keep it at a tho

houg ught t leader dership p level el

  • Manage the impost
  • ster

er syndr ndrome me

  • Tap your sales

les organization for hidden content and expertise

slide-32
SLIDE 32

Compared to other tech trends, digital business is in its infancy:

Source: Google Trends, August 21, 2015

slide-33
SLIDE 33

33

slide-34
SLIDE 34

1 2 2 3 4

Crafting a Complex Content Strategy

slide-35
SLIDE 35
  • Looking to initial results through

earl rly and nd so soft engagement metrics

  • Creating a mechani

anism sm to commun municat cate e early wins

  • Building tru

rust st and securing further buy-in n and m momentu mentum internally

  • Being realistic and managing

expec pectati tation

  • ns
slide-36
SLIDE 36
slide-37
SLIDE 37
slide-38
SLIDE 38
slide-39
SLIDE 39
slide-40
SLIDE 40

1 2 3 2 4

Crafting a Complex Content Strategy

slide-41
SLIDE 41

1. Identified the required work st streams ams

  • Social media, creating emails, spearheading landing pages, etc.

2. Nominated members of the larger marketing team to join a strategy call

  • Asked for volu

lunte nteers ers to lead the Tiger Team

3. Recognized this would be layered ed on t top of e exist sting ng responsibilities

  • No new hires!

4. Looked for economi nomies es of sc scale and efficienci iencies es

  • Use your industry as your master; template it across the rest of the

industry owners who can then fine tune for their unique audience

slide-42
SLIDE 42

Social cial Promotio ion

Start rt Triggered by whitepaper approval

Week 1 Week 5 Week 10 Week 15

Landing Page Blogs Graphics Social Promotion Buil ild

Refresh featured content Refresh featured content Refresh featured content Refresh featured content

Blog

  • g build/

ld/edit dit

Create BOM using white paper

Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish

Fill in template

Graphic aphic build/ ld/edit dit

Publish Publish

slide-43
SLIDE 43

NO NO

Rapid Outbound VITO Calling (w/i X hours) ― IMR Social Selling / Appointment? Nurture

Social Media Events: Physical, Online, Radio

Email 3 Gated Offer 3 Ungated Offer 3 Register?

NO NO

Email 2 Gated Offer 2 Ungated Offer 2 Register?

NO NO

Email 1 Gated Offer 1 Ungated Offer 1 Register?

YES YES YES

AE AE

YES NO NO

slide-44
SLIDE 44
slide-45
SLIDE 45
  • 96,0

6,000+ 0+ blog views across 25 industries and 2 lines of business

  • 26,6

6,600, 0,000 00+ + social media impressions

  • 43,7

3,708 unique contacts from 14,2 ,200 00+ different companies

  • 15,3

5,300 0 social engagements

  • 21% cross-industry share of voice
  • 21,7

1,700+ 0+ TED video views

  • 8,60

,600+ + infographic views

  • 16,1

6,124 radio listeners

  • 5,30

,300+ + blog referrals

  • 4.5%

.5% emails opened

  • 2,91

,915 whitepaper downloads

slide-46
SLIDE 46
  • 96,0

6,000+ 0+ blog views across 25 industries and 2 lines of business

  • 26,6

6,600, 0,000 00+ + social media impressions

  • 43,7

3,708 Unique contacts from 14,2 4,200+ 0+ different companies

  • 15,3

5,300 0 Social engagements

  • 21% Cross-industry Share of Voice
  • 21,7

1,700+ 0+ TED video views

  • 8,60

,600+ + Infographic views

  • 16,1

6,124 Radio listeners

  • 5,30

,300+ + Blog referrals

  • 4.5%

.5% Emails opened

  • 2,91

,915 whitepaper downloads

3,0 ,086 inquiries 125 125 qualified leads $23,48 ,488,3 8,300 00 pipeline from 107 107 marketing generated opportunities

slide-47
SLIDE 47

Craftin ing g a C Comple lex x Content ent Strategy ategy 1. Serve the individu dual customer 2. Find underutilized sources of valuable le knowl wledge edge 3. Give content time e to take e hold 4. Execute by finding pockets ets of efficien ency in existing streams

1 2 3 4

slide-48
SLIDE 48

1. Invest in a writer er

  • Not everyone can write (and that’s okay!)

2. Build more time than you think for planning ng up fr front nt

  • Including what you gate — don’t make these decisions on the fly

3. Pay attention to how people le consume sume information

  • Diversify your format, media and channels
slide-49
SLIDE 49

Fully Aligned: A how-to session with Reader’s Choice winner, SAP, on navigating relevancy, and gaining the buy- in you need from stakeholders at every step Wednesday 3:35 – 4:00 p.m.

Senior Marketing Director, SAP America Account Supervisor, KERN (an Omnicom Agency)

slide-50
SLIDE 50

Ginger Shimp, SAP America @GingerShimp