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What is your most effective content marketing initiative?

Jonathan Becher, CMO, SAP

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“For many organizations, content marketing initiatives encourage marketers to generate more content. More content generated through more channels to reach more eyeballs. Quantity over quality. Under the mantra "less is more,' we're delivering a personalized Web experience through the Your SAP.com section of our flagship website. This nurturing approach allows visitors to identify key areas of interest across the entire universe of SAP solutions, industries, LoBs [lines of business], services, etc., so that SAP.com can be personalized to their individual needs. Using our knowledge of the visitor, we can also personalize our outreach, engage them in an ongoing dialogue and nurture the relationship. The results thus far have been staggering: a 350% increase in click-through rates. We're building a more relevant, personalized customer experience that generates leads automatically, drives better opportunities to sales and accelerates deal close.”
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