Addressing the audience

Business challenge

SAP has invested heavily in intelligent technologies, services and expertize to ignite digital innovation.

Our challenge was to show strategic customers the value of these capabilities – taking SAP beyond the back office and putting the brand at the forefront of digital advantage.

This meant helping global sales and marketing teams have broader conversations with accounts - through meaningful engagements that spoke directly to stakeholders’ desired business outcomes.

ABM objectives at a glance

  • Grow pipeline
  • Connect SAP’s value with market dynamics
  • Understand strategic accounts and the people within them
  • Identify the right conversation starters around digital transformation

Strategy

Our program began with an upfront selection of accounts across all regions and industries, using a variety of customer and firmographic data. This resulted in a shortlist of priority accounts which we took a deeper dive into – gathering insights on trends, disruptions, opportunities and audiences.

In parallel we undertook a series of discovery sessions with account teams. This helped us build a 360-degree view of the customer, relationship strength and opportunity themes.

Using all of this insight we then defined a strategy, value proposition and engagement plan for each cluster, whilst articulating the points of nuance for individual accounts.

Outstanding. This is huge. Truly incredible work.

- Global Vice President, Strategic Customers, SAP

Execution and engagement

We armed each account team with an ABM toolkit for their region, industry and accounts – illustrating SAP’s relevance for each customer.

Our ABM toolkit included conversation starters for sales teams and a choice of engagement tools, such as videos, HTML email templates, infographics, and social media copy.

MomentumABM are more than an agency. They are partners, always bringing additional value to the table with deep knowledge and bringing creative innovation in their approach

Danny Nail - Head of Global Account Based Marketing, SAP

Results

Taking a unified toolkit approach to enterprise content marketing has helped SAP align nearly 100 sales and marketing team members and make nearly two dozen, new C-level engagements. Through the program, we identified strategic accounts across six industries representing well over $500M in revenue of which a large percentage is being influenced and accelerated through the execution of the ABM program.