Case Study: SAP Concur lifts pipeline 59% with an account-based advertising program on Demandbase
Key results
The challenge
SAP Concur's enterprise demand-generation team wanted to build a model account-based marketing program grounded in best practices rather than broad, untargeted outreach. The goal was to concentrate spend on a prioritized set of high-value accounts and measure the impact on engagement and revenue.
The solution
The team used Demandbase to prioritize target accounts and advertise to them consistently over a three- to four-month window, tracking web engagement and pipeline movement across the account list.
“I wanted to build a model ABM program based on best practices. Demandbase really helped make that happen.”
RORyan OliverSenior Manager, Enterprise Demand Generation Marketing, SAP Concur
The results, in context
After consistently advertising to a prioritized set of accounts, SAP Concur reported a 52% increase in revenue, a 57% improvement in deal size, and a 59% increase in pipeline. Web visits from targeted accounts rose 60%, and account engagement increased between 51% and 95%.