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:
Increase Mobile Conversion Rates
These five free micro classes (each under 12 minutes) apply 25 years of research to help you maximize the impact of your messages in a mobile environment.Get the Course >
Test Discovery Tool
Show business leaders all the results of your testing efforts with this free tool.Get the Tool >
A Model of Your Customer's Mind
These 21 tools and concepts have helped capture more than $500 million in test wins.Download the File >
Research-based Lead Generation Swipe File
22 valid marketing experiments to give you ideas for your next A/B test.Download the File >
Free A/B Test Planning Scenario Tool
This simple tool helps you visualize factors that affect the ROI implications of test sequencing.Get the Tool >
Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.