Summary
Traditional partner-led demand generation (PLDG) for SAP was becoming a little too predictable for its network of SAP BusinessObjects partners across EMEA. Partner sales support assets had typically been very static, limited to items such as whitepapers and case studies. That was until dnx were engaged to inject more interactivity and innovationinto their asset delivery and lead generation efforts.
SAP needed a way of supporting the sales process with various items of content delivered through a channel that encapsulated the innovation and technology of their business intelligence solution itself.
So, imagine a workplace where calmness reigns, where everyone leaves on time and no-one gets stressed. Now stop imagining and welcome to the Best Run Office – an interactive business environment that has integrated SAP BusinessObjects Edge across every department.
This innovative 3D content delivery tool takes you around four lines of business departments and delivers a diverse array of content, from videos and interactive dashboards to ‘day in the life of’ scenarios of people relevant to the different job functions.
The site has been created in five languages and is being rolled out as a lead generation tool across many markets in the EMEA region.
About SAP
SAP helps companies of all sizes and industries run better. SAP’s software empowers people and organisations to work together more efficiently and use business insight more effectively. SAP has over 106,000 customers. 78 per cent of its software installations worldwide are in SMEs (Small and Medium Enterprises), SAP’s solutions for SMEs are proven to better meet the needs of customers at a lower total cost of ownership.
About SAP BusinessObjects Edge Business Intelligence (BI)
SAP BusinessObjects Edge BI is a comprehensive business intelligence solution specifically packaged and priced for the midsize company that needs greater efficiency, transparency and is seeking competitive advantage. This comprehensive, versatile suite delivers solutions that address any business intelligence requirements – from flexible ad hoc reporting and analysis, to dashboards and visualisation, to powerful data integration and quality, as well as pre-packaged data mart solutions.
Objectives of the initiative
- To engage with the customer using real-life scenario-based rich media.
- To make the customer see how SAP Edge can be applied to their business to deliver fast answers to the users and quantifiable ROI to the business.
- To provide the partner with up-to-date product information which interacts with the customer.
- To deliver vertical specific case studies.
- To package the above in a way that is innovative and visual – much like the BI solution itself.
Target audience
SAP Edge solutions are targeted to a number of business units and audience profiles but largely at any industry. Generally the target falls under one of two categories:
- IT department.
- Line of business users.
Typical job roles are:
FD’s CFOs, CIOs, IT directors/managers, sales directors/managers, marketing directors/managers, operations director, HR director.
Sign up process
Firstly, SAP partners are required to register for their own version of the content delivery tool using the registration form found at the homepage. During the sign up process partners are encouraged to give their preferred channel of communication (email or to their website) through which all their own leads will be directed. This is then hardcoded into their own version during the auto set-up.
DNX receives sign up notifications via an email notification and authorises them within the system admin function. Once approved, an automatic email is issued to the partner with their unique URL www.bestrunoffice.com/partnername.
Content
By clicking the link, you are confronted with the front of the Best Run Office. You are encouraged to enter the elevator on the right hand side.
On entering the lift, you are given the option of which floor/department you wish to visit. This is designed so that people from a variety of business disciplines can go to their own area of expertise and see how the SAP BusinessObjects Edge applies to their specific area of responsibility.
On clicking on your desired ‘floor,’ the doors open and you move through the corridors using 3D animation. A ‘Push for Assistance’ button is also available at all times in the lift and this opens an auto email directed to the partner’s own specified address provided when registering. Let’s head for the boardroom.
On entering the boardroom, you are confronted with five ‘hotspots’ of content, each delivering a different asset relating to how the product addresses pains and needs of C-level executives and choosing the finance department in the elevator takes you to the finance related content.
Lead capture
Not all content requires prospects to enter their details however all interactive content (dashboard visualisations, videos, etc.). Upon entering their details and downloading content an auto email is enerated and sent to the partner’s designated email address detailing the fields that are captured and the content that was downloaded.
Communications kit
To help drive prospects to the Best Run Office DNX also created a demand generation communications kit including online banners and eDM
Language variations
The site and toolkit has already been translated into French, German and Spanish for execution by partners in their local markets and is likely to be translated into Italian and Dutch in the coming weeks.
Timings
- Project briefed August 2010.
- Asset and toolkit development Sept-Dec 2010.
- Market unit opt-in period – Jan-Feb 2011.
- Language variant development – Mar-May 2011.
- Launch to partners for local market demand generation activities – Jun 2011.
Client testimonial
“We needed to invigorate the selection of marketing assets that were available to partners to drive emand generation for our SAP BusinessObjects Edge BIsolution. We were initially looking at creating a reusable asset that our partners within EMEA could use for driving demand generation – something that didn’t have a shelf life. What dnx came back with was a highly innovative content delivery tool that aggregated all of the existing marketing content into one place – and delivered it to prospects in a way that is highly relevant and engaging to the end user. The system is also flexible so that the content can be updated and swapped out easily as new assets and enhancements to the solution become available. We are now creating localised versions for a number of countries in EMEA and we will soon be able to track the results from our partners’ efforts.” Wendy Buckroyd, SAP BusinessObjects channel marketing manager
