Published on May 1, 2013
How SAP produced a 27% lift in incremental sales leadsTesting
Today’s presentersDaniel BursteinDirector of Editorial ContentMECLABS@DanielBursteinShawn BurnsVP, Digital MarketingSAP@shawnpburns
Join the conversation#SherpaWebinar
Results27% Increase in incremental sales leads20% Digital marketing budget savings““My passion is ensuring digital adds measurable value to sales pipeline andrevenue – if not, whats the point?– Shawn Burns
Content andOffersRegistration andForm PagesDesign andLayout*Potential Lift is based on the positive benefit seen in actual tests.6Up to 780%Up to 97%Up to 92%Overall Category Potential Impacts
About ShawnWorldwide lead for SAP Digital Marketing, including online demandgeneration, search media partnerships and our flagship website, SAP.com andits 72 country sites in 40 languages. Shawn is based in Paris.
SAP had a dozen different Web analytic approachesSeeking a single source of truthImage Attribution: TheBusyBrain
• 61,344 employees• Headquarters: Walldorf, Germany• Operates in more than 130 countriesAbout SAP
““If you make Web analytics everybody’s job, youquickly realize it’s nobody’s job.– Shawn Burns
What does SAP Test Lab do?SAP Test Lab is an internal team at SAP dedicated to testing the SAP web presence.Using data from real customers, SAP Test Lab finds what works best to drive more leadsfrom the traffic you already have, right now. That way, you can optimize your marketingstrategy by uncovering new insights about your visitors and how to serve them best.3
How can SAP Test Lab help me?We’ll show you what practices we tested and what our results were, so you’ll have insight intothe best ways to impact your bottom line — fast.You’ll see four areas that help you understand how and why we tested each idea, and whatthe outcome was: Proposition, Result, Insight, and Impact. We’ll also introduce categoriesand relevancy to show you which areas each insight applies to, so it’s easy to introduce theseprinciples in your online marketing campaigns.Find out how SAP Test Lab’s knowledge can improve your online marketing efforts anddrive tangible, measurable results, now.One Marketing-Generated Lead €XX
In-Market TestsControlSpotlights section onSAP.com
In-Market TestsTreatment62% more engagement (aggregateresults across tests in 7 differentcountries)Regional Preferences433% better engagement in Chinathan in the U.S.
Three Key Steps1 Determine analytics abilities23Use analytics to testCreate a framework to learn from tests
Thank youDaniel BursteinDirector of Editorial ContentMECLABS@DanielBursteinShawn BurnsVP, Digital MarketingSAP@shawnpburns
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