---
title: Discover 2 Key Intersections between Inbound Marketing and SAP BW
description: Learn how Inbound Marketing and datawarehousing are closing intertwined and how they can deliver measureable business benefit to sales processes
---

[Inbound Marketing Blog ](https://www.sapbwconsulting.com/blog/inbound-marketing)

# [Discover 2 Key Intersections between Inbound Marketing and SAP BW](https://www.sapbwconsulting.com/blog/inbound-marketing/discover-2-key-intersections-between-inbound-marketing-and-sap-bw)

 Written by [Lonnie D. Ayers, PMP](https://www.sapbwconsulting.com/blog/inbound-marketing/author/lonnie-d-ayers-pmp) | Tue, Apr, 08, 2014 @ 06:50 PM

When I first told my [SAP BW](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-develop-your-inbound-marketing-strategy-assessment-tool) guys (a type of [datawarehouse](https://www.sapbwconsulting.com/blog/inbound-marketing/12-sap-crm-content-management-system-requirements) or really powerful reporting system) we were also going to start doing [Inbound Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/discover-12-secrets-to-building-an-inbound-marketing-website) as part of our [sales process](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-get-your-sales-roar-on), they were a bit incredulous. 

 

Afterall, what is the real connection between a datawarehouse and [marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/inbound-marketing-assessment-scorecard)?  As it turns out, today’s marketer, if not already, is or soon will be, a [data driven](https://www.sapbwconsulting.com/hubspot-salesforce-consulting-request) maniac. 

 

 

Besides, I said, that is how we will drive our business forward.  Does that sound like a bold statement?  Remember, [fortune favors the bold](https://www.sapbwconsulting.com/blog/inbound-marketing/10-tips-for-airline-s-to-leverage-inbound-marketing)..

 

 

**Want to learn [a bit more](https://www.sapbwconsulting.com/blog/inbound-marketing/10-ways-internet-marketing-reveals-inventory-problems) about Digital Marketing?  Get the Guide.**

 

 

In today’s ever changing [marketing landscape](https://www.sapbwconsulting.com/blog/inbound-marketing/three-ways-social-media-marketing-is-changing-the-way-we-shop), which, as it happens, just about every single company is a participant in, whether they want to be or not, **data is abundant**, but actionable **insight** is in short supply, and worse still, sometimes not even recognizable as actionable.

 

So where is the **intersection** between [Inbound Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/skyrocket-your-sales-with-a-reliable-inbound-marketing-agency) and datawarehousing and more importantly, how can you, the [digital marketing person](https://www.sapbwconsulting.com/blog/inbound-marketing/get-your-lead-generation-effectiveness-scorecard), make sure those points are working to drive customer engagement and ultimately, sales? 

 

Get What Is [Inbound Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/what-is-inbound-marketing-used-for-by-sap-consultancies) Used For By SAP Consultancies [eBook]

Get What Is [Inbound Sales](https://www.sapbwconsulting.com/inbound-marketing/unifying-your-sales-and-marketing-efforts) In A Unified Sales And Marketing System [Ebook]

 

## It starts with your **[sales process](https://www.sapbwconsulting.com/hubspot-crm-implementation-sales-enablement). **

 

If your [sales process](https://www.sapbwconsulting.com/blog/inbound-marketing/11-ways-to-use-hubspot-crm-as-a-sales-force-multiplier) is all online, you probably have a very clear idea of what people are doing, and when and what they bought, though you may not exactly know why, despite your algorithms. 

But what about a business that is a blend, with people asking for a quote, but then, maybe buying? 

You [already know](https://www.sapbwconsulting.com/inbound-marketing/learning-seo-from-the-experts) that most people who hit your website are not ready [to buy on](https://www.sapbwconsulting.com/blog/inbound-marketing/how-i-learned-to-sell-like-a-lion-king) their first visit, nor maybe even on their 5th visit (when tthey have visited your website 250 times, as some have visited this one, then probably you can say they are a [qualified lead](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-manage-leads-in-hubspot-a-step-by-step-guide)). 

 

### Here is where the first major intersection exist. 

 

Your [datawarehouse](https://www.sapbwconsulting.com/blog/understanding-the-most-common-sap-data-warehousing-concepts), in whatever form it takes, can tell you how many visits someone made, what they visited, perhaps even what pre-determined questions they asked. 

 

Your [Inbound Marketing platform](https://www.sapbwconsulting.com/blog/10-tips-for-airline-s-to-leverage-inbound-marketing) is where you will have to put this information to good use to make sure one of those visits is the one that actually answers their questions, whether it be price, [product or benefit](https://www.sapbwconsulting.com/blog/inbound-marketing/13-lessons-learned-using-hubspots-workflow-lead-management-system) and turns them into a sale, even if that sale is actually eventually made off-line (but if it is made off-line, make sure your sales force does it homework and records it in the [system](https://www.sapbwconsulting.com/blog/inbound-marketing/10-shortcuts-for-working-your-leads-in-record-time)).

 

At high data volumes, the above complex interplay of events requires a [datawarehouse](https://www.sapbwconsulting.com/blog/inbound-marketing/is-inbound-marketing-right-for-your-business) and related systems, i.e., [Inbound Marketing](https://www.sapbwconsulting.com/inbound-marketing/unifying-your-sales-and-marketing-efforts) and [CRM](https://www.sapbwconsulting.com/blog/3-ways-to-implement-crm-marketing), to handle as much of the process as automatically as possible, while reserving the parts of the process best done by [H2H](https://www.sapbwconsulting.com/blog/inbound-marketing/10-dangerous-outcomes-of-inbound-marketing) (human-to-human) to the humans.

 

I said it starts with your [sales process](https://www.sapbwconsulting.com/sap-sales-processes-self-audit), but in reality, there is a process before that, the imagination part, hopefully informed by actual sales transaction data or lacking that, educated guesses about the potential market.  

 

### That process is the development of a **buyer persona**. 

 

There is a lot of information out there about deciphering how and why people behave the way they do. 

 

It works a lot better when you can formulate a hypothesis and run a test and collect the data and refine your answer.  I like to use a mindmap when I do mine, and you can try out our method with this handy kit.

 

 

 

Take a complex [sales proces](https://www.sapbwconsulting.com/blog/inbound-marketing/the-shocking-truth-about-your-sap-sales-process)[s](https://www.sapbwconsulting.com/blog/inbound-marketing/the-shocking-truth-about-your-sap-sales-process), for example, the introduction and launching of a new aircraft. 

 

There is an almost infinite amount of data regarding passenger demographics, routes, airports, taxes, operating and maintenance cost, [marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/learn-why-we-use-inbound-marketing), and seat pricing, to name but a few of the factors that might go into designing, developing and selling a new airplane. 

This is one of those areas where you can actually get very close to knowing each and everyone of the potential buyers and it is very much a relationship based sales process. 

You can also get very close to knowing the details about the existing fleet, and by extension, when they will need replacing.   

Yet, it all comes down to a hard fought mud fight to make the deals, and keep them closed once made. 

This is an [almost ideal](https://www.sapbwconsulting.com/blog/inbound-marketing/learn-7-key-approaches-to-developing-buyer-personas) use of datawarehousing (really, just a system to keep track of what you know and report it) and marketing, to really target not just aircraft buyers, but in the case of aircraft component manufacturers, to target aircraft manufacturers. 

These are just two of the areas where we are seeing 'big data', however you define it, and Inbound Marketing techniques come into play. 

There, are of course, [touch points](https://www.sapbwconsulting.com/blog/inbound-marketing/beginners-guide-to-crm) all along the process, and it depends on your role and view point as to how to best use these rapidly evolving toolsets. 

Keep one key point in mind, the core is **Content**, and content is still generated by Humans as it most likely will be for a while longer, if it is to be compelling, engaging and interesting.  The systems can only shine a light on where you might want to go content wise. 

 

People who read this also read:

[5 Reasons a Datawarehouse is Critical to a Solid Balanced Scorecard](https://www.sapbwconsulting.com/blog/5-reasons-a-datawarehouse-is-critical-to-a-solid-balanced-scorecard)

[11 Ways to Use Hubspot CRM as a Sales Force Multiplier](https://www.sapbwconsulting.com/blog/inbound-marketing/11-ways-to-use-hubspot-crm-as-a-sales-force-multiplier)

[Content Marketing Workshop](https://www.sapbwconsulting.com/content-marketing-workshop)

[Get a Free Inbound Marketing Assessment](https://www.sapbwconsulting.com/get-a-free-inbound-marketing-assessment)

[Beginners Guide to CRM](https://www.sapbwconsulting.com/blog/inbound-marketing/inbound-marketing/beginners-guide-to-crm)

 

What are 2 [Primary Focus](https://www.sapbwconsulting.com/blog/what-are-2-primary-focus-areas-for-sap-airline-customers) Areas for SAP Airline Customers?

 

Thanks

 

[View full post](https://www.sapbwconsulting.com/blog/inbound-marketing/discover-2-key-intersections-between-inbound-marketing-and-sap-bw)

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