Ginger Shimp, Marketing Director, SAP America
“I run a digital chop shop at SAP,” said Ginger Shimp, Marketing Director, SAP North America. Shimp’s “chop shop” includes email, landing pages, whitepapers and more.
With 19 industries to cover, SAP created an extensive content marketing campaign that delved into relevant topics across those industries and also explored how personas within them would want to consume the content.
At MarketingSherpa Summit 2017, Shimp shared how the marketing team at SAP executed this expansive campaign and drove a 4.5% increase in email opens, over 9 million impressions and more than $23 million of marketing-generated pipeline. Shimp and her team were the Readers’ Choice winners in the 2017 MarketingSherpa Awards for this effort.
Specifically, she explained how the team balanced the need for unique, industry-specific content to fill an extensive campaign reaching out to 19 disparate industries while maintaining a consistent look, feel and voice. She also shared their process for developing a deeper understanding of how individuals experience content and absorb messages. “The challenge of content is you must be an expert — to people who are experts,” Shimp said.
After watching the video replay of Shimp’s presentation, you will learn how the team:
Get Better Business Results With a Skillfully Applied Customer-first Marketing Strategy
The customer-first approach of MarketingSherpa’s agency services can help you build the most effective strategy to serve customers and improve results, and then implement it across every customer touchpoint.Get More Info >
Free Marketing Course
Become a Marketer-Philosopher: Create and optimize high-converting webpages (with this free online marketing course)See Course >
Project and Ideas Pitch Template
A free template to help you win approval for your proposed projects and campaignsGet the Template >
Six Quick CTA checklists
These CTA checklists are specifically designed for your team — something practical to hold up against your CTAs to help the time-pressed marketer quickly consider the customer psychology of your “asks” and how you can improve them.Get the Checklists >
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.Get the Infographic >
Infographic: 21 Psychological Elements that Power Effective Web Design
To build an effective page from scratch, you need to begin with the psychology of your customer. This infographic can get you started.Get the Infographic >
Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.