Marketing Strategy
Integrated Campaign Planning
Go-to-Market Strategy
Audience Segmentation
Messaging & Positioning
Content Strategy
Cross-Functional Leadership
Global Team Enablement
Marketing Process Design
Program Scalability
Business Forward
GLOBAL DEMAND GENERATION CAMPAIGN
Capabilities Demonstrated
The Challenge
Amid ongoing economic uncertainty, the organization sought to strengthen engagement with financial decision-makers across global markets while ensuring marketing teams could execute consistently and efficiently. Regional teams needed a scalable framework that would align messaging, content, and campaign execution around the evolving challenges faced by small and midsize businesses, including resiliency, adaptability, and cost control.
Strategic Approach
The Business Forward campaign playbook was designed to equip regional and global marketing teams with a scalable, “always-on” framework for engaging SMB financial decision-makers worldwide. Centered on the core themes of resiliency, adaptability, and cost control, the campaign addressed the pressing challenges SMBs faced amid ongoing economic uncertainty—positioning SAP Concur as the partner to help businesses manage spending, optimize performance, and drive digital finance transformation.
The playbook outlined a complete go-to-market strategy, from audience segmentation and messaging architecture to content mapping across every stage of the customer journey—from awareness to advocacy. It featured a robust library of high-value assets, including analyst research, whitepapers, eBooks, checklists, webinars, blogs, social activations, and sales enablement materials. Each piece connected macroeconomic realities with SAP Concur’s value proposition, ensuring global consistency while allowing for localized execution.
Developed in collaboration with internal stakeholders and external agencies, the playbook also provided SEO best practices, competitive analysis, and integrated campaign tracking. The result was a flexible, market-ready blueprint that accelerated pipeline growth, enhanced brand differentiation in the T&E and invoice sectors, and ensured cohesive, data-driven execution across regions.
Business impact
Delivered a flexible, market-ready campaign blueprint that accelerated pipeline growth, strengthened brand differentiation, and improved alignment across global marketing teams. The framework enabled consistent, data-driven execution worldwide while empowering regional marketers to activate campaigns more efficiently and effectively. The playbook became a foundational resource for ongoing demand generation efforts and supported integrated programs that generated more than 1,200 marketing-qualified leads and influenced significant pipeline growth.