The Battle For Customer Attention Michael Brenner SAP Sr. Director, Marketing and Content Strategy March, 2012
Marketing is Hard! Your Marketing Sucks • Consumers are bombarded with over 2,000 marketing messages per day • More than 200 Million Americans have joined the U.S. “Do Not Call” list • 86% of people skip television ads • 44% of direct mail is never opened • 99.9% of banner ads do not receive clicks • 90% of emails are never opened and 99.5% don’t produce even a single click. • Buyers wait until they have completed 60% to 80% of their research before reaching out to vendors.
Our Inbound Marketing Measures of Success • % of inbound web traffic from non-branded keywords • Seeking to address larger group of early stage buyers, sooner • Taking the “brand” out of the story (focus on customer needs) • Majority of content is curated or syndicated from “others” • Split inbound web search traffic into 2 groups: • Branded product keywords (“SAP CRM,” “Sybase Afaria” or “Crystal Reports”) • Unbranded keywords (“Cloud Computing” or “Big Data” or Mobile Applications”) • % of leads from inbound sources • Web, Search and Social • Return on Interesting • 13 Measures of website, social and community health
Our Greatest Challenge: The Fight for Customer Attention • Have the content our audience needs . . . • . . . distributed in the channels they use. • Created, Curated and Syndicated content to create conversations • For each buyer journey stage • For all “personas” that influence the buying process at each stage • For all their media channels
Business Innovation blog from SAP • Driving innovation on the cloud, on mobile devices and with real-time analytics to help businesses grow • Content strategy: • analyst whitepapers • employee and thought leader blogs • 3rd party, objective news • Social sharing, comments and dynamic updates • Subtle branding and appropriate CTA to explore SAP solutions
Thank You! Email:firstname.lastname@example.org My Blog: B2B Marketing Insider SAP: Business Innovation Social News: Business 2 Community Twitter: @brennermichael