MarketingSherpa Video Archive

Testing: A discussion about SAP's 27% lift in incremental sales leads

Daniel Burstein, MECLABS, and Shawn Burns, SAP

In this MarketingSherpa webinar, we spoke with Shawn Burns, Vice President, Digital Marketing, SAP.

Watch his real-world success story about how he built the right team, laid out a process and implemented a platform for a testing program and testing culture at SAP.

In this webinar, you will learn:

  • How Burns launched a testing and optimization program at this global organization

  • SAP’s Test Lab results — 27% lift in incremental leads, 20% digital marketing budget savings

  • SAP's testing strategy, beginning with registration forms through design and layout, and finally, content and offers

  • The "aha moment" when the team realized content and offers drove the most dramatic improvements

  • The importance of finding a "single source of truth" with data analytics

  • The creation of a process to prioritize testing across a large, multinational company

  • How the Test Lab creates an "insights book" to retain learnings from the testing and optimization program

  • And more …

Download the slides to this presentation