Predictive Analytics Helps SAP Reach New Audience

Posted on by Beth Negus Viveiros
Vance Faulks, speaking at Martech in San Francisco
Vance Faulks, speaking at Martech in San Francisco

An increased focus on predictive analytics helped SAP drive adoption for a new product and reach a specialized customer segment.

At the recent Martech conference in San Francisco, Vance Faulks, senior director of SAP’s digital business services marketing, noted that his group was asked to support a service area that wasn’t on the priority list for the year. It needed to drive adoption for SAP’s S/4 HANA business suite, which was a solution for a highly specialized customer. Identifying customers with an interest in this solution was essential.

The problem? “It had literally no marketing support,” he said, noting that creating better alignment between sales and marketing was crucial.

The company turned to predictive analytics, starting with a small pilot program with the help of MRP Prelytix. Data was used to identify accounts, and position the feedback from high quality leads for sales, so everyone knew the best places to focus their efforts.

The enterprise software firm also shifted its mindset from handing over leads to handing over insights of how to interact with customers.

“We noticed that we suddenly had a dialogue with sales,” he said, noting that the new mindset had the benefit of accelerating time to revenue, with leads closing 50% faster. “Predictive analytics helped bridge the gap and gave us a huge opportunity to change the conversation.”

Over the next six months, SAP plans to continue its rollout of MRP Prelytix in conjunction with an account based marketing program.

“As marketers we can get overly in love with the technology, and what it is really about is being customer centric,” Faulks said. “We need to leverage marketing to bring it all back to the customer.”

Related Articles:

Centralized Data Hub Puts Dr. Martens in Step

2017 Martech Landscape Grows to 5000+

Sprint, Microspft, Experian See Opportunities in AI





Related Posts

Chief Marketer Videos

by Chief Marketer Staff

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to…


PRO Awards


Join your industry peers for a fast-paced afternoon of inspired conversations led by industry leaders and live celebrations as we announce the winners of the 2021 PRO Awards. Click here to register.


CM 200

Click here to sign up for more information on the 2022 CM200 call for entries and to view the CM 200 2021 List.