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:
Case Study: See the before and after of an entrepreneur’s successful website redesign
Learn the reason behind the changes and discover the transformative impact from using a rigorous process to get there.Get the Details >
The MECLABS Value Proposition Toolbox
Download these 4 tools to help you evaluate and craft your value proposition.Download the Toolbox >
Case Study: How Aetna’s HealthSpire startup generated 638% more leads for its call center
Learn landing page and call center optimization tips from this successful startup within Aetna.Watch the Video >
Create a Sustainable Competitive Advantage
See how customer-first science transforms the way companies achieve a superior position.Watch the Video >
Research-based Lead Generation Swipe File
22 valid marketing experiments to give you ideas for your next A/B testDownload the File >
Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.