Background

SAP Concur is an American SaaS company, providing travel and expense management services to businesses of all different sizes around the globe.

SAP had limited success in using paid digital media campaigns to acquire qualified leads, thus the challenge lied in setting up the infrastructure to properly qualify potential customers at each step of the conversion funnel. The dedicated Triangles team ensured to guide SAP during the campaign to gain transparency in conjoining accurate KPI’s with successful creative units.

Solution

Abiding by the Triangles methodology and advancing towards the goal of generating Qualified Leads, the dedicated Triangles team devised a demand generation plan, established KPI targets, and set new baselines.

1. Insight

After amassing sufficient data on SAP’s audience, the Demand Generation Campaign opted to focus solely on the Small Business, Mid-Market, and Nationals audiences.

2. Personalization

To leverage SAP’s Moments and Campaign Assets, traffic was driven strategically to touchpoints at different points in the funnel. Creatives including the product resulted in stronger conversion activity.

3. Ad Operations

The Flight Campaign optimizes post the Smoke Test (data collection), with a Mid-Flight analysis to ensure optimal channels and cohorts are being advanced, the result is minimal budget waste. Bounce Rate was specifically watched as a prime KPI for SAP.

4. Scale

To maximize ROI, the data prompted the Triangles’ methodology to optimize for the ad variants featuring the specific Call to Action of ‘Contact Us’ and ‘Create Yours Now’ which held the highest conversion rates.

Deep Audience Personas

Informed by discovery sessions, brand affiliated data sets and learnings, Triangles built out deliberate business-based customer Personas, each with their own set of targeting parameters.


Scaling ROI

Agile testing and a dynamic spending model maximized ROI through each phase of the program. Only the top performing channels and creatives were scaled leading to minimal budget waste and low Cost Per Acquisition.

Rapid Optimization

Consumer pathways, creative, and channels were optimized weekly to ensure ad spend was effective and being used to drive strong engagement and best value leads at the lowest CPA.

 

Agile Media Plan

Driving agile paid media via Facebook, Display and Remarketing channels, Triangles created and measured numerous consumer journeys to determine where the most engaged and strongest value consumer traffic came from.

Looking Ahead

Alongside a successful campaign, the SAP team integrated new digital strategies and learnings into their future marketing efforts. Some highlights:

Call To Action

SAP discovered through the Triangles method the specific Call to Action that registers best with their audience and produces the highest and most effective results.

Geo Targeting

Through intense data analysis conducted by the Triangles’ system, SAP was able to identify the location of their most engaged clientele.

Baselines

The dedicated team at Triangles worked hard to establish new and reliable data baselines for new assets, new SMN targets, and consumer journey touchpoints.

KPI Targets

Previous KPI targets were analyzed and updated with new targets that would better measure the goals of SAP.

KPI Targets

Previous KPI targets were analyzed and updated with new targets that would better measure the goals of SAP.

Looking Ahead

Alongside a successful campaign, the SAP team integrated new digital strategies and learnings into their future marketing efforts. Some highlights:

Call To Action

SAP discovered through the Triangles method the specific Call to Action that registers best with their audience and produces the highest and most effective results.

Geo Targeting

Through intense data analysis conducted by the Triangles’ system, SAP was able to identify the location of their most engaged clientele.

Baselines

The dedicated team at Triangles worked hard to establish new and reliable data baselines for new assets, new SMN targets, and consumer journey touchpoints.

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