HomeResearch Articles How SAP Optimized Its Content Approach to Scale Industry Account-Based Marketing Globally

How SAP Optimized Its Content Approach to Scale Industry Account-Based Marketing Globally

  • Following a successful series of account-based marketing (ABM) pilots in North America, SAP decided to scale globally with an industry ABM approach
  • Initially, customizable content was developed around the needs of a subset of accounts in six verticals; it was then scaled and redeployed to other key accounts
  • An asset customization and ordering system was critical to success as it enabled self-service by field marketers and sales reps all over the world
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