In just a few weeks thousands of marketers will be touching down in Cleveland for the annual Content Marketing World conference. B2BNN is a media sponsor for the second year in a row (use the code “B2BNN” at checkout to get $100 off your pass!), and to help set the stage we asked the Content […]
Tag: sap
SAP CMO Alicia Tillman on partnering with Karlie Kloss, the promise of Instagram and messaging a wider audience
Alicia Tillman is not unaccustomed to welcoming entrepreneurs of considerable stature to the stage at SAP events, but it’s probably safe to say few of them have towered above her the way Karlie Kloss recently did. The enterprise software firm’s chief marketing officer surprised the audience at its user conference, SapphireNOW, earlier this month by […]
SAP Marketing Cloud to add LinkedIn integration and more features to support ABM
SAP is planning a deeper integration with LinkedIn along with the ability to use clickstream data to identify engaged contacts as part of an update to its Marketing Cloud later this year. Speaking at a user group session within its SapphireNOW customer event this week, SAP Customer Experience global VP Jackie Palmer said the integration […]
SAP Ariba and Fieldglass CMO puts ‘experience management’ in a B2B context
SAP on Tuesday kicked off its annual SapphireNOW conference with a focus on “experience management” following its recent acquisition of Qualtrics — and the CMO of SAP’s Ariba and Fieldglass businesses is already thinking about what it will mean for her B2B customers. The company announced 10 different offerings as part of its XM platform […]
Verint CMO offers vision for the ‘voice of the customer’ market following Foresee acquisition
The acquisition of Foresee will allow Verint to extend its capabilities in offering voice of the customer (VOC) technology from its traditional foothold in areas like contact centres to a wide range of digital channels, according to its CMO. Melville, NY-based Verint announced its decision to acquire Foresee, based in Ann Arbor, Mich, on Monday. […]
SAP chief product marketing officer Alison Biggan translates what ‘intelligent enterprise’ really means
Not long ago, Alison Biggan saw a post on Twitter marking the tenth anniversary of the 2008 financial crisis and the collapse of Lehman Brothers. The tweet pointed out how, as digital as the world already was at that time, Snapchat, the iPad, and Instagram still hadn’t emerged. Instead of marveling at all the innovation […]
SAS CMO Randy Guard is weaving AI (and a reality check) into enterprise analytics conversations
A few days ago, Randy Guard was sitting in a quiet boardroom in San Diego’s Grand Hyatt where, only steps away, some of his biggest and most marquee customers were discussing their IT and business strategies as part of his firm’s Analytics Experience. The SAS CMO didn’t need any software, however, to know what was […]
‘You’re kind of bumming me out, Clive Owen,’ character tells actor in latest SAP TV spot
His suit is immaculate and his delivery is pitch-perfect, but beyond that, Clive Owen is surrounded by problems in his latest TV commercial for software giant SAP. The star of Croupier, Closer and many other films spends his most recent outing for the enterprise application vendor’s marketing campaign walking through a litany of business and […]
Purpose-driven B2B marketing is both possible and profitable, according to the CMOs of Google and SAP
When she joined software giant SAP as its marketing leader about nine months ago, Alicia Tillman did something she said most CMOs don’t often to: look backwards instead of forwards. Speaking at the company’s annual user conference, Sapphire Now, Tillman said she wanted to figure out her strategy by looking at the original purpose behind […]
SAP launches C/4HANA at CRM users taking a ‘Me2B’ approach to sales
SAP on Tuesday used its annual Sapphire Now user conference to announce a customer experience software suite dubbed C/4HANA that will include a what it called a “fourth generation” customer relationship management tool, along with the acquisition of a field service software firm called Coresystems. C/4HANA will include SAP’s Sales, Marketing, Commerce and Service Clouds, […]
Zoho plans mass-marketing campaign to promote its integrated suite to business professionals
Zoho is getting ready to release TV ads in the U.S. and Canada as part of a broader marketing effort to boost adoption of its Amazon Prime-style approach to licensing a variety of business applications. Besides the TV spots, Zoho has been holding a series of events for customers and prospects that tout the integrated […]
SAP uses TIFF 2017 to spark a conversation about the future of electricity
All eyes may be on the movie stars promoting their work at the Toronto International Film Festival (TIFF) this month, but SAP is using some of the event’s premieres to stimulate thinking around enterprise-oriented topics like the Internet of Things and big data. The software giant has sponsored a series of TIFF movies, which it […]
A bigger content marketing budget comes down to one question
Make the boss happy or make customers successful: That’s the difficult choice content marketers may have to make if they want a bigger budget, according to Michael Brenner. The principal of the Marketing Insider Group, Brenner addressed an issue that will likely face many of those attending Content Marketing World in Cleveland this week when […]
SAP Promises to Accelerate Innovation with Leonardo Service Packages
SAP is following up the launch of a digital innovation system it calls Leonardo with a set of services to help enterprises more quickly, and easily gain the benefits of the Internet of Things, blockchain and big data. The three SAP Leonardo Innovation Services launched at the company’s “Leonardo Live” event in Frankfurt includes an […]
Demystifying Account-Based Marketing (ABM)
There may not be a more commonly used and misunderstood buzzword in the B2B marketing landscape today than Account-Based Marketing (ABM). The most common questions asked about ABM are simple: What is it? How much does it cost? Is it right for my organization? Doug Shirra is Senior Director, Content & Customer Experience Marketing, at […]
DXagents Consortium Targets Digital Transformation in Canada
Alliance of 9 organizations kicks off DXagents program; aims to help Canadian businesses become more globally competitive by embracing digital technology TORONTO, Feb. 23 – Today marks the launch of DXagents, a first-of-its-kind national digital transformation accelerator comprised of business leaders and technologists from leading private, public and not-for-profit organizations in Canada. The year-long partnership between Deloitte, SAP, Amazon Web Services, Intel, SUSE, CIO […]
The only B2B gamification primer you need to read
They are good at setting goals. They are driven to achieve their missions. They celebrate the rewards associated with stellar performance, no matter how tangible of intangible those rewards might be. Those three statements describe an entire generation of workers raised on a cultural landscape of networked multiplayer games. And they aren’t just workers. They are […]
Building Thriving B2B Communities: A conversation with Mary Green
In this digital era, one concept is slowly making its way into the B2B landscape: online communities. Brands like SAP, NASA, Starbucks, and Oracle have paved the way and are now reaping the benefits of building more ‘human’ relationships with their prospects. Over the last couple of years, an increasing number of firms of all […]
Upcoming Dates: Art of the Possible
How do you convey amazing B2B achievements full of technical complexity and abstract concepts? You learn from Marvel and Art Spiegelmann and illustrate a great story. The feats of SAP HANA are already legendary, and we’ve been telling them through our graphic novels and the Art of the Possible event series. The first is a […]
What you need to know about the top 3 B2B influencers on LinkedIn
While it’s true that everyone can publish on LinkedIn, not everyone can be a LinkedIn Influencer. That’s an exclusive group of 500 people that LinkedIn promotes through the news Pulse feature. People like President Barak Obama, Sir Richard Branson, and Guy Kawasaki. Take a closer look at that list, and you’ll see a number of […]