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Introduction

This overview presents the strategic shift in SAS's marketing approach, focusing on the evolving landscape of B2B technology since its founding in 1976. With over 11,000 employees and headquarters in Cary, NC, SAS emphasizes a robust online strategy incorporating search engine marketing, email marketing, and web analytics. As a Senior Marketing Director with 18 years of experience at SAS, I lead efforts to engage prospects and customers, adapting to a landscape where they hold the power. Key aspects include a focus on relevancy, engagement strategies, and the integration of marketing technology.

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Introduction

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Presentation Transcript

  1. Introduction • SAS Overview • Business Analytics Software & Services • BtoB Technology Space • Founded in 1976 • 11,000+ Employees • HQ in Cary, NC • Global Offices • www.sas.com • My Background • 18 Years at SAS (Sales & Marketing) • 12 Years leading Web/Digital • Senior Marketing Director • Online Strategy & Services

  2. Introduction • Online Strategy & Sevices • Business Unit within Global Marketing • Report into the CMO • Partner with IT, Content Providers, etc. • External Responsibilities • Global Web Strategy - sas.com • Search Engine Marketing • Email Marketing • Landing Pages • Web/Campaign Analytics • Partners Extranets, More... • Internal Responsibilities • Sales & Marketing Portal - Intranet sas.com Sales & Marketing Portal - Intranet

  3. Relevant Projects & Activities • Mindset Shift • Traditional Marketing not Performing • Prospects/Customers are in Control • Engagement Shift • Inbound Focus – Fish were the fish are • Search, Social, Web, Integration • Content Shift • Focus on Buying Cycle • Relevancy is Critical • Technology Shift • Digital DNA, Marketing Automation • Lead Scoring, Lead Nurturing, etc.

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