SAP Case Study

The approach taken by Tribal Impact is a much smarter and more cost-effective way to engage and build relationships with target customers. The campaign went beyond building a £5 million pipeline; it built trust, connected a wider group of disciplines within SAP and long-term relationships that are quantifiable.  

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Employee Enabled Digital Marketing: 
How building relationships through a digital account-based campaign helped SAP build a £5 million pipeline


Background:

SAP is an enterprise software market leader, helping businesses run their entire operation - from back-office financials to their HR department, to their inventory management and supply chain and the underlying database that it all runs on as well.

SAP enlisted Tribal Impact to deliver a measured, cost-effective approach to drive and scale individual relationships in their target retail account using digital account-based marketing. They wanted to move away from the traditional direct mail approach, which usually lacks transparency on ROI and the impact on business growth.

The goal was to build strategic connections on LinkedIn, which turn into relationships, which then turn into conversations that build opportunities and, ultimately, pipeline and long-term growth.

Strategy

The social selling initiative planned by Tribal Impact involved the whole of SAP UK & Ireland and focused on building a nurturing sequence to attract target customers with content and insight.

We wanted the content to exclusively resonate with the individual target contacts based on their LinkedIn profile activity; what they share, what content topics, formats and tone inspires them to engage and who they are connected with.

LinkedIn members nurtured by marketing campaigns are 25% more likely to respond to InMail and that InMail response rate jumps to 40% if prospects are exposed to thought leadership content.

Sponsored content campaigns to support ABM content & InMail together generate a 43% lift in CTR

The key account manager needed to work with both sales and marketing to build an aligned approach to B2B digital marketing where employees are engaged to be part of the process and had the knowledge and expertise to create content and connect with target decision makers effectively.

To connect with the 6.8 people typically involved in the buying decision, it was key to campaign's success that SAP's employees connected with their customers' counterparts - i.e. HR professionals at SAP needed to connect with the customer HR teams and son on. This would help them nurture stronger peer relationships and build brand consideration.

Benchmarking

At the start of the campaign, we looked at the LinkedIn Social Selling Index (SSI) of a defined group of target SAP employees. The average SSI score was 34 out of 100, which we wanted to increase to an average of 60; positioning them as being within the top 5% of their industry.

We also established a baseline for connections and undertook competitor analysis. SAP was connected to around 500 people from the target account (3.2% of the target decision-makers), compared with their competiitors'3.4%. However, their competitors were connecting at a far faster rate of 15% in the previous six months compared to SAP at 11%.

Execution

We mobilised the whole team to build their connections within LinkedIn and steered content to our target customers’ accounts that would resonate and inspire action, triggering opportunities to send connection requests.

This included:

  • A 3 hour workshop coaching teams on how to analyse LinkedIn profiles to find relevant, digitally active connections and find leads within LinkedIn Sales Navigator
  • Coaching sessions for technical influencers and solutions experts within SAP
  • Creating blog content that would resonate with target customers, with insights and input from subject matter experts
  • A paid social media campaign to support the ABM activity was placed on LinkedIn to reinforce the messages delivered through the blog content

Impact

The ABM initiative has allowed SAP to build a £5 million revenue pipeline which is a staggering result for a complex sales cycle. It shows that aligning insights, technology & people has a significant impact on results:

  • Unique website visits from the target account up 25%
  • Number of page views from the target account up 63%
  • Actual time spent on sap.com properties from the target account up 20%
  • Paid social media campaign: Impressions – 84,399, Clicks – 2,905, CTR – 3.44% (benchmark 0.3%), Leads – 9
  • SAP'S team are now connected to 10.9% of target decisions makers on LinkedIn (more than the competitors' at 7%).
  • SAP is now growing connections at a faster rate than the competition – over the last six months SAP grew connections 37% faster than the competition

The approach taken by Tribal Impact is a much smarter and more cost-effective way to engage and build relationships with target customers. The campaign went beyond building a £5 million pipeline; it built trust, connected a wider group of disciplines within SAP and long-term relationships that are quantifiable.

Onalytica Testimonial

As influencer marketing came to the fore, Tribal Impact CEO Sarah stepped forward as a pioneer of thought leadership around social advocacy. When I invited her to speak at one of our events, it was clear our businesses could work together to enhance client results.

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As influencer marketing came to the fore, Tribal Impact CEO Sarah stepped forward as a pioneer of thought leadership around social advocacy. When I invited her to speak at one of our events, it was clear our businesses could work together to enhance client results. Tribal’s employee advocacy expertise is a perfect match for our own in influencer marketing.

Our partnership has worked from day one. Tribal is open, collaborative and shares our values. We both know that our success comes on the back of delivering client success. Tribal Impact programmes and nous elevate awareness, credibility and trust for our clients. This spurs client activation of our influencer marketing platform and cuts the time to see a return on their investment. Everyone wins.

Incorporating elements of the Tribal integrated delivery model has also helped us to improve our service. They shared their ‘train the trainer’ method to speed up client adoption of our systems, and their buyer persona model to improve how clients link up with influencers. The willingness to help us has boosted client results and reduced demands on our support team.

I find Tribal Impact an exemplary business partner, both as a company and as individuals. Truly top of the class. Always delivering results, aiming to improve and looking at how we can further collaborate to improve client and so our own results.


Tim Williams,
CEO,
Onalytica

Learn More About Our Employee Advocacy Optimisation Study

A highlight is how you connected the dots between employee advocacy and LinkedIn Sales Navigator. This aligned the marketing and sales teams and engaged C-suite colleagues. (1)

When we wanted to incorporate social selling into our traditional marketing and sales approach, you were our first choice partner. You took the time to understand our business, while your company culture and model resonated with us.

 

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Through your multi-faceted training approach, our 300+ sales and marketing teams learned how to be more strategic with Social Selling using LinkedIn Sales Navigator and Social listening tools. This ramped up meaningful new connections and accelerated customer engagement, which opened up many new opportunities and a €12m pipeline. With this approach, marketing and sales teams have started to work has one to deliver a great customer experience.

We achieved our target sales pipeline from social selling in half the time forecast. Already, 13% of this pipeline has converted into sales, far quicker than our typical 2-4 year sales lead times. Importantly, you have coached the internal project champions and embedded the knowledge that will continue to build on these initial results.

From the start, you focused on improving our bottom line. Every interaction reinforced this approach and ensured we exceeded our programme goals. The sceptics now enthuse about social selling as much as the early adopters as they can see the results it delivers. That’s down to the great work of the Tribal Impact team.

Laura Lamard,
Global Social Selling Manager
Henkel Adhesive Technologies

Learn More About Our Social Selling Launch & Embed Program

Tibco Steve Hurn Testimonial

It's called Kick Start yet the speed of rollout and initial results was faster than even I imagined. You involved me at every stage so that all activities were aligned with my goals, and your regular reports showed the growing momentum.

 

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I focused on delivering key objectives when I first started this role. It left little time to write blogs and manage our social media channels, leaving me unsure if my efforts were productive. Enrolling on your Kick Start Programme turned it around.

It's called Kick Start yet the speed of rollout and initial results was faster than even I imagined. You involved me at every stage so that all activities were aligned with my goals, and your regular reports showed the growing
momentum.

After four months, you over-delivered on the promised outcomes and handed me the confidence and nous to take the lead. As we continue to work together, I am delighted my LinkedIn SSI score hovers around 75 and my profile views are up by 430%. I am now seen as a thought leader within and outside of our company. Many sales and marketing colleagues have also become active on social media on the back of my results.

A big win is how you showed me to use social media so that every minute I spend on it is effective. This and your regular challenge to develop new content continues to elevate me among peers and open doors to new clients.

I am in no doubt that my success is due to the consistent engagement and quality of each Tribal team member. No other service provider I have encountered has a team full of experts at the top of their game.

Steve Hurn
EVP, Global Sales,
TIBCO Software Inc

Learn More About Our Social Kick Start Program

SAP testimonial

You were the only one on the shortlist to ask for our SEO and social listening keywords before providing draft copy in the assessment process. Exactly my expectations of a true partner to help increase our social media engagement.

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It was clear from the start that Tribal Impact was the ideal agency for our social content needs. You were the only one on the shortlist to ask for our SEO and social listening keywords before providing draft copy in the assessment process. Exactly my expectations of a true partner to help increase our social media engagement.

The ‘Tribal Impact’ is quickly visible. You bring fresh ideas, are open to feedback and deliver engaging content within deadlines. Almost all your content is ready to use and on the few occasions we offer feedback you take it on board without fuss.

You know how to create a variety of content that enters the conversation in a clients’ head and relate it to hot topics. That’s why we have seen engagement and page followers increase on our social channels since we partnered with you. It's also increased the take-up of our global-generated
content by individual countries.

Tribal Impact continues to show us it is small enough to care yet has the organisation to provide the account manager approach of a large company. This consistently delivers high-quality content on time with an ROI to match. That’s how good you are!

Catherine Reed
Senior Marketing Manager Global Programs & Digital Marketing
SAP

A highlight is how you connected the dots between employee advocacy and LinkedIn Sales Navigator. This aligned the marketing and sales teams and engaged C-suite colleagues.

Your realistic approach led the creation and rollout of our employee advocacy programme that hit all seven KPIs faster than planned, with some more than doubling the target. This makes the decision to work with your company one of my top 5% of marketing investments.

 

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Although marketing understood the benefits of employee advocacy we had not worked out how to convince sales or secure C-suite engagement to invest. Choosing Tribal Impact was both the link to win Board approval and the expert partner to make it happen.

A highlight is how you connected the dots between employee advocacy and LinkedIn Sales Navigator. This aligned the marketing and sales teams and engaged C-suite colleagues. We knew we had cracked it when our CMO actively joined in the programme.

Wide-ranging participation happened because your training made employee advocacy fun and showed everyone involved what’s in it for them. If roadblocks appeared you quickly made adjustments to maintain momentum. Early adopters stepped up as evangelists, curators and top sharers led activity, and cynics won over by the results they achieved. It’s no surprise we have 94% adoption of our LinkedIn Elevate seats.

At every stage, Tribal Impact was proactive with a capital ‘P’, at the top end of all partnerships we have experienced. Our measure of success was also your measure of success. This approach both won you the contract and delivered truly exceptional results for for us. It’s why I have already recommended you on many occasions.

Rachel Teare, 
(Formerly) Senior Director of Digital Marketing,
CA Technologies

Learn More About Our Employee Advocacy Launch & Embed Program