Issue link: https://resources.demandgen.com/i/959442
program, whose reputation for developing and implementing successful campaign execution was a deciding factor. SOLUTION DemandGen got to work developing the strategy and framework for Persona Lifecycle Nurture Programs. This included 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. Once the framework for the nurture programs was finalized, the Demand Center worked with copywriters to ensure that each of the 80 emails and landing pages were written as concisely as possible and used non-promotional language to emphasize the "thought leadership" quality of the content offers. The Demand Center built all emails and landing pages in Marketo leveraging industry best practices, including prominent and clear CTAs, mobile optimization, deliverability testing, action- oriented subject lines and pre-header text. Demand Center consultants spent weeks ensuring that the Marketo program logic was set up to dynamically route all contacts into nurture programs per their segmentation and lifecycle status. They also developed a sound reporting infrastructure to continually optimize the nurture programs. RESULTS 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%. "DemandGen helped us develop a nurture program that solved a long-standing free-for-all with the email channel," said Stuart Roesel, Director of Marketing Ops at SAP Ariba. "It forces our marketers to think about persona-based 'always on' campaigns instead of one-off, product-focused emails." DemandGen confidential and proprietary information. Not for distribtuion. ABOUT DEMANDGEN DemandGen Inc. helps organizations optimize marketing operations and maximize the impact of their digital marketing technology investments. Privately held and based in San Ramon, CA, the company provides digital marketing consulting and professional services to the world's top performing marketing teams. DemandGen has been achieving its mission of "making marketing heroes" for the past decade by helping its clients establish marketing as the power center for growth. For more information, visit www.demandgen.com.