As part of our mission to support you in building pipeline and excelling in the cloud, we are pleased to share the latest developments that dramatically improve the quality, coverage and accessibility of SAP’s demand resources.

We are excited to announce the launch of newly developed demand offerings available on SAP Partner Benefits catalog. These offerings are aligned with a targeted approach (illustrated below) that guides you through every step of your demand gen journey, making it easier for you to plan and execute.

Building Your Demand Generation Strategy 

As you review each of these steps, visit the SAP Partner Benefits Catalog to easily find resources grouped by each category and available in your location.

1. The journey begins with Planning. Who is your target audience? Do you need to acquire a target list and profile the accounts to get contact data?
2. Then you engage your audience with Content addressing their pain points. What type of content resonates with your target audience? Map the content based on the buyer’s journey stages.
3. Attracting potential customers is the next step with Marketing Lead Gen. The goal is to drive traffic to your website and convert it into engaged contacts through contact forms to fill out.
4. Events provide a platform to interact with your audience and drive leads further down the funnel. What events would your audience like to attend? What would make them engage? What support (technical, recruitment, etc.) do you need to do this?
5. Sales Lead Gen is the transition from MQLs (marketing qualified leads) to SQLs (sales qualified leads) which require sales-specific strategies. Sales teams run very targeted outbound campaigns leveraging social media, emails and calls.
6. Nurturing involves continuing to build relationships overtime. What is your plan for regular touchpoints with prospects and customers through different channels?

With your plan in place, be sure to calculate expected results. To do this, base your judgements on a series of sources such as past experiences (e.g., performance by type and cost per opportunity), industry benchmarks and what success looks like for your team.

As you execute throughout 2024, monitor performance by tracking pre-established KPIs such as email open rates, content downloads, and conversion rate from engaged contacts to MQLs. A weekly steering committee could provide the opportunity to analyze results and look at what works and what doesn’t work.

And remember, your demand generation strategy should be regularly reviewed and updated to remain relevant.

If you have any questions about navigating the new approach and the demand offerings available on the Partner Benefits Catalog, please reach out to your partner business manager.