How To Leverage SAP BW in a Multi-Channel Marketing Campaign

Table of Contents

Want to utilize a multi channel marketing system

What is a Multi Channel System

Why would you want to use one? 

How would you best use a multi platform marketing system?


In the past, we have often been asked what is the purpose of using multiple digital channels in a marketing campaign.  Our answer is always the same - increased ROI (Return on Investment).  More eyeballs means more opportunities for lead generation and ultimately, more chances to generate new sales

 

As analytical guru’s, we, of course, want the numbers to guide us.  By using a system such as SAP BW, we can measure more effectively the lead generation to closed sales funnel. 

Our experience in the automotive industry shows us that multi channel campaigns are far more effective than single channel campaigns.  How much more effective; we often see an increase of Participation in multi channel campaigns of 20% compared to single channel campaigns:

 

The typical engagement rates are usually distributed in the following percentages:

Website 80%
SMS 9%
Mobile Web with a QR Code 9%
Facebook 2%
       

 

Multi Channel KPI Tree

Multi-Channel Marketing KPI Tree

 

A typical CRM system, by itself, will not result in sales success.  Instead, it must be coupled with an effective marketing methodology, coupled tightly with a closed loop analytical system.

 

How do you do that:

 

  • Understand your channels

  • Define how you want to gather information

  • Use consistent indicators across all marketing channels

  • Consolidate the measurements to create one global indicator

  • Have one measurement of success for each channel

 

How do these measurements tie back into having a proper marketing methodology?  Simple, they all need to be oriented toward generating leads, specifically, high quality leads.  By making sure your definition of a lead, the actual information gathered across all channels and your measurement of your leads are consistent across all channels, you have taken the first step toward building a high-performance lead generation machine.

To help you understand this lead generation process better, we have created a 9 step checklist to guide you through the entire multi channel inbound marketing lead generation process. 

 

9 Step Guide to Multi-Channel Marketing

 

 

 

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Lonnie Ayers

About the Author: Lonnie Ayers is a Hubspot Certified Inbound Marketing consultant, with additional certifications in Hubspot Content Optimization, Hubspot Contextual Marketing, and is a Hubspot Certified Partner. Specialized in demand generation and sales execution, especially in the SAP, Oracle and Microsoft Partner space, he has unique insight into the tough challenges Service Providers face with generating leads and closing sales using the latest digital tools. With 15 years of SAP Program Management experience, and dozens of complex sales engagements under his belt, he helps partners develop and communicate their unique sales proposition. Frequently sought as a public speaker in various events, he is available for both inhouse engagements and remote coaching.
Balanced Scorecard Consultant

He also recently released a book "How to Dominate Any Market - Turbocharging Your Digital Marketing and Sales Results", which is available on Amazon.

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