Case Studies

SAP Ariba Boosts Click- through Rates by More than 4X with DemandGen 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. Buyers can manage the entire purchasing process, while controlling spending, finding new sources of savings and building a healthy supply chain. And suppliers can connect with profitable customers and efficiently scale existing relationships – simplifying sales cycles and improving cash control along the way. The result is a dynamic, digital marketplace, where nearly $1 trillion in commerce gets done every year. In June 2017, DemandGen launched a complete lifecycle nurture program in Marketo for each of targeted personas: Procurement, Supply Chain, Finance and IT. Within each of the four nurture programs, there are four streams that span the buyer's journey, from net new contact to Inquiry and MQL to Recycle. CHALLENGE 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. They weren't getting the results they wanted. "We wanted to organize our email marketing strategy and shift from a batch-and-blast approach to nurture and engagement marketing," said Shannon Renz, Director of Marketing Automation at SAP Ariba. The company's executives had worked with DemandGen in the past, and DemandGen was an approved vendor. They decided to engage with DemandGen for reinventing their nurture DemandGen confidential and proprietary information. Not for distribtuion. SOLUTION: Persona Lifecycle Nurture Programs RESULTS • Increased click-through rates by 454% • Increased Inquiry-to-MQL conversion rates by 19% • Reduced unsubscribe rate to .05% Case Study SITUATION

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