SAP | Lead generation strategy & campaign

Campaigns, Lead generation
About This Project

SAP ERP solution lead generation strategy & campaign in the East European Region


Client: SAP, focusing on promoting their ERP solution in the East European Region (Ukraine, Romania, Croatia, Slovenia, Bulgaria, Serbia)

SAP SE is a German multinational software corporation based in Walldorf, Baden-Württemberg. It develops enterprise software to manage business operations and customer relations. The company is especially known for its enterprise resource planning software.

SAP ERP is an enterprise resource planning software developed by the German company SAP SE. SAP ERP incorporates the key business functions of an organization


Project: Lead generation campaign targeting IT professional buyers – Chief Analytics Officer (CAO), Chief Security Officer (CSO), Chief Compliance Officer (CCO), Chief Data Officer (CDO) – as well as HR and CX – Chief Human Resources Manager (CHRM), Chief Marketing Officer (CMO), Sales Manager



Partly due to prevalent myths in the marketplace, SAP is not often considered when business decision-makers select technology for their companies.
SAP promises to reduce and manage complexities to build an easier path to growth. But SAP’s large enterprise heritage holds it back. There are prevalent myths in the market that SAP is only for big companies, is too expensive, is too complex, and takes too long to implement.

The campaign needed to act as a point-of-spear for cloud solutions and inform specific solution discussions to generate pipelines on a different solution. The objective of this campaign was to drive penetration into the NNN market for SAP where SAP is not perceived to be relevant.

On the agency side, the biggest challenge was working within the limitations of corporate approved software and tools.



As the target of this campaign wasn’t niched at all, we needed a solution that would speak to all potential customers and get them to book calls with the SAP sales team.

We developed a unique positioning derived from SAP’s brand that would dictate the tone of voice and approach of this campaign. To make SAP more approachable and take it a bit further from its large enterprise heritage, we chose to communicate under the sage archetype.

Once we’ve established how SAP should look and sound for this campaign, we developed personalized funnels for each audience category, detailing their journey from cold and uninterested lead to warm and interested. Each funnel was accompanied by tailored visuals and copy to better cater to each type of potential customer.

In addition to customer-directed materials, we developed a short training and scripts for the sales team to follow. All funnels included a landing page urging potential customers to book a call with the sales team, email sequences, Google ads materials, and supporting content.



Campaign concept & headline
Campaign landing page (visuals + copy)
Campaign banners, with visuals & copy for the media plan
Briefing deck for telemarketing agents

Localized banners for social media (localization for each country in the Eastern European Region)
Internal e-mail communication of the campaign
Newsletters (for customers, and partners)
Outreach/nurturing e-mails sequences
Nurturing e-mail sequence after the meeting / no show


Who’s behind the project:

Claudiu Jojatu as Digital Strategy Consultant

Cristina Tupita as Head of Creative


If you want to work with us on a similar project, contact us and we will get back to you as soon as possible.