How SAP turns users of its social network into sales-ready leads

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


SAP is known worldwide for its business and analytics applications. It has more than 170,000 customers and more than two million members of its social network, the SAP Community Network (SCN), which was created as a way to disseminate information.

About a year ago, hoping to boost its overall thought leadership and turn some of its SCN members into warm leads, the SAP marketing team launched a series of webinars using ON24 as its technology platform. The first webcast, which focused primarily on the North American and EMEA markets, took about six weeks of planning. It went live in March 2011.

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