SAP Ariba is how companies connect to get business done. On the Ariba Network, buyers and suppliers from more than 2.8 million companies and 190 countries discover new opportunities, collaborate on transactions and grow their relationships.
Like many of DemandGen’s new clients, SAP Ariba had been conducting webinars and creating content, and they had some rudimentary nurture programs in place and weren’t getting the results they wanted. Thus, they decided to engage with DemandGen for reinventing their nurture program. DemandGen got to work developing the strategy and framework behind the program while establishing a Demand Center within SAP Ariba and facilitating multiple content mapping exercises to ensure that each email offer was mapped to the appropriate stage of the buying cycle.
Since implementing the new nurture program, customer engagement with SAP Ariba’s content grew significantly, with 454% higher click-to-open rates than the former “batch and blast” style emails. Additionally, inquiry-to-MQL conversions on the website improved by 19%, and the campaigns now have a very low unsubscribe rate of just 0.5%.
Check out this case study to learn more about how DemandGen helped SAP Ariba.