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Vinay Mehendi
Vinay Mehendi, PhD focuses on customer engagement, alternative data, technographics, and CRM data management. he was listed as Top 20 B2B Marketer by Ruth Stevens in 2020. He is a Clemson graduate.
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SAP is a multinational software vendor and the market-share leader in ERP. The company currently caters to more than 180 countries and presents cloud, on-premises, and hybrid deployment models. However, most of its development efforts focus on cloud computing options.
SAP began as ERP (Enterprise Research Planning) software but developed many other products and solutions over time. For example, their SAP HANA (High-performance Analytic Appliance) became very popular, as they are not just ERP, but they can also do analytics. SAP is used for planning at the enterprise level, and using it has to be a strategic decision by the company.
SAP is one of the most established enterprise companies with ERP (Enterprise Resource Planning) software. They are one of the largest ERP software providers. They target enterprises and mid-market companies, but generally, enterprise companies use SAP.
Enterprises in BFSI and traditional domains such as transportation, logistics, retail, and CPG are generally the SAP customers. You will have to make an omnichannel approach to reach such customers. To approach SAP customers, we must be mindful of the following:
• SAP customers are at the enterprise level, and they take around 20 to 25 touchpoints to have the first meeting.
• These customers might be available to you at conferences, or you may have to do an Account Based Marketing program to nurture them.
• Getting an appointment with them will be challenging, but you can use all the channels like LinkedIn outreach, meetings, events, conferences, and product gifting options to approach SAP customers.
SAP users, along with other enterprise customers, have similar pain points. They are:
1. These users are moving towards the cloud and trying to control the costs of cloud operations.
2. They are trying to ensure that the cloud is secured as it is integrated with SAP.
3. They also must ensure that whatever software they bring into Information Security and Compliance and scaling the cloud must be compatible with SAP.
Companies use the SAP success factors to know how mature the enterprises are! Organizations using SAP success factor are digitally mature, care for their employees, and have good money to invest in Human Resources. The corporations in HR tech, such as talent management, succession planning, and OKR software, all want to target these companies using SAP success factors.
Use of an ERP at company level indicates that they have yearly, quarterly, and entire planning at the company level in a centralized manner. All these factors convey good information about the company. For example, if a company uses SAP HANA, it means they have a good volume of data and are moving towards the cloud analytics.
If you want to target customers using SAP, you can also target them using channel partners. SAP has many channel partners, like implementation, technology resellers, and value-added resellers. Therefore, you can target them, build with them, and expand to their market.
SAP has made substantial investments in vertical growth over the years. For instance, it has established a dedicated business line for agriculture trading-driven companies like Cargill, ADM, Bungi, and Dreyfus. SAP remains committed to innovation and pushing boundaries, especially with the shift to the cloud, which has transformed the way SAP and other ERP companies operate and conduct business. Concurrently, a new generation of ERPs has emerged, posing challenges to SAP
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