“SAP Concur was a new solution for the market and we still didn’t have a database or any potential customers to work with. Furthermore, being a new tool, we needed exponential growth in Brazil. In this sense, we identified the importance of the customer support to increase lead generation and impact the sales pipeline. As we talk about growing 40%, 50% or more yearly, it is essential to increase the pipeline. So, our biggest need was to generate revenue and consequently improve the sales pipeline. That is why we were looking for a partner.
The beginning of the conversation with ASB Marketing was based on this scenario of leveraging the volume of leads for SAP Concur. The partnership between ASB Marketing and SAP Concur took place using the active prospecting methodology, which we started to use later. I was impacted by the cadence of emails from ASB, receiving the prospecting email just when I was looking for how to grow the lead generation volume. That is, the process was already proving itself efficient.
During the implementation of the active prospecting strategy, we had a large volume of activities and, in order for the result to reach 100% as we expected, we count on the support and integration of the services provided by ASB, ranging from generating content to the activation of both inbound marketing (attraction prospecting) and active prospecting. By doing that, the idea is that the whole process is carried out effectively.
Today, the impact on pipeline volume and lead volume that we have generated by developing this partnership is clear.”
Rodrigo Murad
Marketing Director at SAP Concur
Results achieved
Last year, the volume of our revenue increased by 20% to 25% with ASB Marketing’s active prospecting methodology, compared to the previous period.
By developing the partnership with ASB, we recorded a greater volume of generated leads and opportunities for the commercial area to work with. We kept the quality of our pipeline and made deal in some opportunities. In other words, the increasing sales was a direct benefit.
How did we achieve SAP Concur’s results?
Digital strategy planning
At the beginning of the project, we set up a complete digital marketing plan, including the development of personas for the inbound marketing and active prospecting processes, the indication of informational materials (e-books, whitepapers, infographics), landing pages, email marketing , nurturing flows, posts scheduling and other strategic actions.
In addition to all of that, we developed a keywords study considering what words could represent an opportunity for the business according to their persona, their competitors and the market. In this way, we used the most strategic terms in all blog content.
Digital marketing automation
Our digital marketing automation is done through effective platforms. By using them, we launch emails, newsletter, nurturing and sales flows. Besides that, we manage the contact databases and create actions and landing pages for specific campaigns.
Using some tools, we design automation strategies and impact leads at the right time in the customer path to purchase.
Creation of strategic personas for the business
Altogether, two personas were created for the project, with a greater focus on the financial profile, covering the most strategic segments for SAP Concur: retail, manufacturing / industry and consumer goods. We wrote weekly blog and social media content for each persona, focusing on reaching the pains, needs and challenges of each audience.
As a result, we achieved a significant increase in engagement, credibility and brand reputation, in addition to driving traffic to the website and generating better results through inbound strategy (attraction marketing).
Digital content production
Our content development for blogs and social networks is delivered on a weekly basis, with posts aimed at reaching the needs of strategic personas for the business. When creating them, we rely on keyword analysis, which is reviewed every two months. SAP Concur has 83 potential keywords for the financial persona, according to monthly searches, competitiveness, organic competition, paid competition and cost per click.
Based on that, we prepared guidelines which are relevant to the audience and the company’s sector. The goal is to increase the conversion of visitors in their website and bring leads in an organic and natural way through contact forms, informational materials and newsletters.
Social Media community management
We do the complete management of social media, including content development, image design, text review, scheduling posts and analyzing results.
Social Engagement
We develop original and relevant content for Rodrigo Murad’s LinkedIn profile in order to generate value for his audience, expanding engagement, his contacts database and creating networking with potential customers.
Results-oriented consultative services
We are available to provide full customer service, including exchanging e-mails, video conferencing and face-to-face meetings. We have autonomy to operate, but it is essential to have our partners discussing the project along with us.
Data analysis and monthly reports
At the end of each month, we deliver a report to the client with the main results for the period, listing the actions taken and the next demands that will be delivered in the following month. In addition, following a data analysis, we add recommendations for new strategies to achieve the expected results.
Active Prospecting
We prospect 100 qualified leads weekly on big data (400 in the month), based on the predefined personas found in the client’s directions.
From February to December 2019, we generated a 20% to 25% increase in revenue for SAP Concur, which was due to the opportunities generated in the active prospecting process.
