SAP Concur Increases Funnel Velocity 4X Using Journey Stages

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href="https://www.demandbase.com/problems-we-solve/operations/" class="menu__item-title link-stretched ">Revenue Operations</a> </span> </li> </ul> </div> <div class="nav__submenu-column"> <p class="nav__submenu-column__heading">By Industry / Segment</p> <ul class="menu"> <li class="menu__item"> <span class="menu__item-icon icon"> <span class="icon" aria-label="cases"><svg xmlns="http://www.w3.org/2000/svg" height="24" viewBox="0 -960 960 960" width="24"><path d="M120-80q-33 0-56.5-23.5T40-160v-400q0-17 11.5-28.5T80-600q17 0 28.5 11.5T120-560v400h640q17 0 28.5 11.5T800-120q0 17-11.5 28.5T760-80H120Zm160-160q-33 0-56.5-23.5T200-320v-400q0-17 11.5-28.5T240-760h160v-80q0-33 23.5-56.5T480-920h160q33 0 56.5 23.5T720-840v80h160q17 0 28.5 11.5T920-720v400q0 33-23.5 56.5T840-240H280Zm200-520h160v-80H480v80Z"/></svg></span> </span> <span class="menu__item-body"> <a href="https://www.demandbase.com/problems-we-solve/business-services/" class="menu__item-title link-stretched ">Business Services</a> </span> </li> <li class="menu__item"> <span class="menu__item-icon icon"> <span class="icon" aria-label="account_balance"><svg xmlns="http://www.w3.org/2000/svg" height="24" viewBox="0 -960 960 960" width="24"><path d="M200-320v-200q0-17 11.5-28.5T240-560q17 0 28.5 11.5T280-520v200q0 17-11.5 28.5T240-280q-17 0-28.5-11.5T200-320Zm240 0v-200q0-17 11.5-28.5T480-560q17 0 28.5 11.5T520-520v200q0 17-11.5 28.5T480-280q-17 0-28.5-11.5T440-320ZM120-120q-17 0-28.5-11.5T80-160q0-17 11.5-28.5T120-200h720q17 0 28.5 11.5T880-160q0 17-11.5 28.5T840-120H120Zm560-200v-200q0-17 11.5-28.5T720-560q17 0 28.5 11.5T760-520v200q0 17-11.5 28.5T720-280q-17 0-28.5-11.5T680-320Zm160-320H116q-15 0-25.5-10.5T80-676v-22q0-11 5.5-19t14.5-13l344-172q17-8 36-8t36 8l342 171q11 5 16.5 15t5.5 21v15q0 17-11.5 28.5T840-640Z"/></svg></span> </span> <span class="menu__item-body"> <a href="https://www.demandbase.com/problems-we-solve/financial-services/" class="menu__item-title link-stretched ">Financial Services</a> </span> </li> <li class="menu__item"> <span class="menu__item-icon icon"> <span class="icon" aria-label="manufacturing"><svg xmlns="http://www.w3.org/2000/svg" height="24" viewBox="0 -960 960 960" width="24"><path d="M222-540q-12-5-22.5-10.5T178-564l-29 9q-13 4-25.5-1T104-572l-8-14q-7-12-5-26t13-23l22-19q-2-13-2-26t2-26l-22-19q-11-9-13-22.5t5-25.5l9-15q7-11 19-16t25-1l29 9q11-8 21.5-13.5T222-820l6-29q3-14 13.5-22.5T266-880h16q14 0 24.5 9t13.5 23l6 28q12 5 22.5 10.5T370-796l29-9q13-4 25.5 1t19.5 16l8 14q7 12 5 26t-13 23l-22 19q2 13 2 26t-2 26l22 19q11 9 13 22.5t-5 25.5l-9 15q-7 11-19 16t-25 1l-29-9q-11 8-21.5 13.5T326-540l-6 29q-3 14-13.5 22.5T282-480h-16q-14 0-24.5-9T228-512l-6-28Zm52-60q33 0 56.5-23.5T354-680q0-33-23.5-56.5T274-760q-33 0-56.5 23.5T194-680q0 33 23.5 56.5T274-600Zm300 476q-17-6-31.5-14.5T514-158l-38 12q-18 6-36-.5T412-170l-11-19q-10-17-7-36.5t18-32.5l30-26q-2-18-2-36t2-36l-30-27q-15-13-18-32t7-36l11-19q10-17 28-23.5t36-.5l38 12q14-11 28.5-19.5T574-516l9-41q4-19 18.5-31t34.5-12h24q20 0 34.5 12t18.5 31l9 41q17 6 31.5 14.5T782-482l38-12q18-6 36 .5t28 23.5l11 19q10 17 7 36.5T884-382l-30 26q2 18 2 36t-2 36l30 27q15 13 18 32t-7 36l-11 19q-10 17-28 23.5t-36 .5l-38-12q-14 11-28.5 19.5T722-124l-9 41q-4 19-18.5 31T660-40h-24q-20 0-34.5-12T583-83l-9-41Zm74-76q50 0 85-35t35-85q0-50-35-85t-85-35q-50 0-85 35t-35 85q0 50 35 85t85 35Z"/></svg></span> </span> <span class="menu__item-body"> <a href="https://www.demandbase.com/problems-we-solve/manufacturing/" class="menu__item-title link-stretched ">Manufacturing</a> </span> </li> <li class="menu__item"> <span class="menu__item-icon icon"> <span class="icon" aria-label="memory"><svg xmlns="http://www.w3.org/2000/svg" height="24" viewBox="0 -960 960 960" width="24"><path d="M360-400v-160q0-17 11.5-28.5T400-600h160q17 0 28.5 11.5T600-560v160q0 17-11.5 28.5T560-360H400q-17 0-28.5-11.5T360-400Zm0 240v-40h-80q-33 0-56.5-23.5T200-280v-80h-40q-17 0-28.5-11.5T120-400q0-17 11.5-28.5T160-440h40v-80h-40q-17 0-28.5-11.5T120-560q0-17 11.5-28.5T160-600h40v-80q0-33 23.5-56.5T280-760h80v-40q0-17 11.5-28.5T400-840q17 0 28.5 11.5T440-800v40h80v-40q0-17 11.5-28.5T560-840q17 0 28.5 11.5T600-800v40h80q33 0 56.5 23.5T760-680v80h40q17 0 28.5 11.5T840-560q0 17-11.5 28.5T800-520h-40v80h40q17 0 28.5 11.5T840-400q0 17-11.5 28.5T800-360h-40v80q0 33-23.5 56.5T680-200h-80v40q0 17-11.5 28.5T560-120q-17 0-28.5-11.5T520-160v-40h-80v40q0 17-11.5 28.5T400-120q-17 0-28.5-11.5T360-160Zm320-120v-400H280v400h400Z"/></svg></span> </span> <span class="menu__item-body"> <a href="https://www.demandbase.com/problems-we-solve/technology/" class="menu__item-title link-stretched ">Technology</a> </span> </li> <li class="menu__item"> <span class="menu__item-icon icon"> <span class="icon" aria-label="source_environment"><svg xmlns="http://www.w3.org/2000/svg" height="24" viewBox="0 -960 960 960" width="24"><path d="M80-160v-590q0-10 4-18t12-14l160-120q11-8 24-8t24 8l160 120q8 6 12 14t4 18v70h360q17 0 28.5 11.5T880-640v480q0 17-11.5 28.5T840-120H120q-17 0-28.5-11.5T80-160Zm80-40h80v-80h-80v80Zm0-160h80v-80h-80v80Zm0-160h80v-80h-80v80Zm0-160h80v-80h-80v80Zm160 0h80v-80h-80v80Zm0 480h480v-400H320v400Zm280-320h80q17 0 28.5 11.5T720-480q0 17-11.5 28.5T680-440h-80q-17 0-28.5-11.5T560-480q0-17 11.5-28.5T600-520Zm0 160h80q17 0 28.5 11.5T720-320q0 17-11.5 28.5T680-280h-80q-17 0-28.5-11.5T560-320q0-17 11.5-28.5T600-360ZM480-480q0 17-11.5 28.5T440-440q-17 0-28.5-11.5T400-480q0-17 11.5-28.5T440-520q17 0 28.5 11.5T480-480Zm-40 200q-17 0-28.5-11.5T400-320q0-17 11.5-28.5T440-360q17 0 28.5 11.5T480-320q0 17-11.5 28.5T440-280Z"/></svg></span> </span> <span class="menu__item-body"> <a href="https://www.demandbase.com/problems-we-solve/enterprise/" class="menu__item-title link-stretched ">Enterprise</a> </span> </li> </ul> </div> <div class="nav__submenu-column"> <p class="nav__submenu-column__heading">By Use Case</p> <ul class="menu"> <li class="menu__item"> <span class="menu__item-icon icon"> <span class="icon" aria-label="build"><svg xmlns="http://www.w3.org/2000/svg" height="24" viewBox="0 -960 960 960" width="24"><path d="M360-360q-100 0-170-70t-70-170q0-20 3-40t11-38q5-10 12.5-15t16.5-7q9-2 18.5.5T199-689l105 105 72-72-105-105q-8-8-10.5-17.5T260-797q2-9 7-16.5t15-12.5q18-8 38-11t40-3q100 0 170 70t70 170q0 23-4 43.5T584-516l202 200q29 29 29 71t-29 71q-29 29-71 29t-71-30L444-376q-20 8-40.5 12t-43.5 4Z"/></svg></span> </span> <span class="menu__item-body"> <a href="https://www.demandbase.com/problems-we-solve/build/" class="menu__item-title link-stretched ">Build a B2B GTM Foundation</a> </span> </li> <li class="menu__item"> <span class="menu__item-icon icon"> <span class="icon" aria-label="data_loss_prevention"><svg xmlns="http://www.w3.org/2000/svg" height="24" viewBox="0 -960 960 960" width="24"><path d="M440-560q33 0 56.5-23.5T520-640q0-33-23.5-56.5T440-720q-33 0-56.5 23.5T360-640q0 33 23.5 56.5T440-560Zm0 160q45 0 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0-28.5-11.5T80-440q0-17 11.5-28.5T120-480h120q17 0 28.5 11.5T280-440q0 17-11.5 28.5T240-400H120Zm0-200q-17 0-28.5-11.5T80-640q0-17 11.5-28.5T120-680h120q17 0 28.5 11.5T280-640q0 17-11.5 28.5T240-600H120Zm440 280q-83 0-141.5-58.5T360-520q0-83 58.5-141.5T560-720q83 0 141.5 58.5T760-520q0 29-8.5 57.5T726-410l126 126q11 11 11 28t-11 28q-11 11-28 11t-28-11L670-354q-24 17-52.5 25.5T560-320Zm0-80q50 0 85-35t35-85q0-50-35-85t-85-35q-50 0-85 35t-35 85q0 50 35 85t85 35Z"/></svg></span> Customer Story </a> <a href="https://www.demandbase.com/resources/resource_category/abm/" class="tag"> ABM </a> <a href="https://www.demandbase.com/resources/resource_category/abx/" class="tag"> ABX </a> <a href="https://www.demandbase.com/resources/resource_category/data/" class="tag"> Data </a> <a href="https://www.demandbase.com/resources/resource_category/marketing/" class="tag"> Marketing </a> </div> <h1 class="heading-lg mb-10">SAP Concur Increases Funnel Velocity by 4X Using Journey Stages to Personalize Web Experiences</h1> <div class="flex items-center gap-6 mb-10"> <div class="w-[240px] shrink"> <img width="997" height="200" src="https://www.demandbase.com/wp-content/uploads/2024/08/SAP_Concur_R_grad_blu.svg" class="db-img w-full" alt="SAP Concur logo" loading="lazy" decoding="async" /> </div> </div> <ul class="grid gap-x-6 gap-y-10 grid-cols-2 md:grid-cols-4 mb-10"> <li> <h5 class="feature bold mb-6">Industry</h5> <p>Business travel, expense & invoicing software</p> </li> <li> <h5 class="feature bold mb-6">Company Size</h5> <p>100,000+ employees (SAP)</p> </li> <li> <h5 class="feature bold mb-6">Location</h5> <p>Bellevue, WA</p> </li> <li> <h5 class="feature bold mb-6">Solution</h5> <p>Demandbase One™ with ABX, advertising, sales intelligence & data</p> </li> </ul> <hr class="divider-200"> </div> <div class="container pt-12 md:pt-18"> <div class="paper"> <div class="paper__main"> <div class="paper__container container container--md"> <div class="content-builder"> <div class="content-block content-block--editor wysiwyg"> <h3 class="v-h3">The Situation</h3> <p>SAP Concur, the world’s leading brand for integrated and scalable travel, expense, and invoice management solutions, has been using Demandbase across sales and marketing teams for seven-plus years. Already using Demandbase for analytics reporting, supplemental demographic data, and building out lists, the team leading the Demandbase project added a new use case that is delivering remarkable results.</p> <p>Early in the project, the team made a strategic decision to remove barriers to self-help and education for prospects early in their buying journey. Previously, calls-to-action (CTAs) on their core product pages often led to gated content, but after a research project in 2023 that included insights into a new buyer’s journey, the need to stop pushing people into a form became a priority. The Digital Marketing team hypothesized that when prospective buyers are given the time and tools to self-educate, they will become higher-quality leads.</p> <p>To implement the updated strategy, the team mapped each page against the updated buyer’s journey to ensure the pages were answering the right questions and guiding visitors with clarity and authority. This led them to reduce the number of CTAs on each page, and prioritize educational and awareness options like videos, blogs, and other ungated assets to help visitors self-educate before being presented with a form. After allowing the new pages time to gather results, there were areas of conversion growth as well as areas where dips were steeper than anticipated. The team realized there must be a middle ground that would get the right conversion points in front of the right people at the right time. They found the answer in Demandbase journey stages.</p> <p>Led by Lindsay Hasz, Director of Insights and Optimization, the cross-functional team began using journey stages to segment their audience into “awareness” and “demand gen” segments. The awareness group is in the earliest stages of self-education, while the demand gen segment shows signs that they’re further along in their buying journey and ready for meatier content.</p> <p>Lindsay then used the audiences to personalize the experience on the concur.com core product pages to offer different content depending on which type of buyer was visiting — awareness visitors were led to the ungated, higher-level content outlined above, and demand gen visitors were led to gated content, such as whitepapers, eBooks, buyer’s guides, and high-value forms.</p> </div> <div class="content-block content-block--editor"> <div class="grid gap-x-6 gap-y-10 md:grid-cols-3"> <div class="wysiwyg"> <p class="h1" style="text-align: center;"><strong>250%</strong></p> <p class="v-text-midnight text-center feature" style="text-align: center;">increase in the number of “demand gen” accounts moving to the next journey stage</p> </div> <div class="wysiwyg"> <p class="h1" style="text-align: center;"><strong>4X%</strong></p> <p class="feature" style="text-align: center;">increase in velocity for the demand gen segment</p> </div> <div class="wysiwyg"> <p class="h1" style="text-align: center;"><strong>50%</strong></p> <p class="feature" style="text-align: center;">increase in velocity moving from awareness to engaged</p> </div> </div> </div> <div class="content-block content-block--testimonial border-t border-b border-border-200 py-12 md:py-18"> <div class="wysiwyg"> <p class="heading-sm">“Demandbase allowed us to create segments based on journey stage combined with our own first-party behavioral data”</p> </div> <div class="profile mt-8"> <div class="profile__image"><img width="506" height="562" src="https://www.demandbase.com/wp-content/uploads/2024/08/img-Lindsay-Hasz_sap-concur.jpg" class="db-img " alt="Lindsay Hasz headshot, SAP Concur" loading="lazy" decoding="async" srcset="https://www.demandbase.com/wp-content/uploads/2024/08/img-Lindsay-Hasz_sap-concur.jpg 506w, https://www.demandbase.com/wp-content/uploads/2024/08/img-Lindsay-Hasz_sap-concur-270x300.jpg 270w" sizes="(max-width: 506px) 100vw, 506px" /></div> <p class="profile__main"> <span class="profile__title">Lindsay Hasz</span> <br><span class="profile__subtitle">Director of Insights and Optimization</span> </p> </div> </div> <div class="content-block content-block--editor wysiwyg"> <p class="h3">How’d They Do?</p> <p>Working alongside the SAP Concur enablement and sales teams, Lindsay and her team looked at Demandbase intent signals, visits to competitor sites, and other information to help differentiate each journey stage. Initially, the Demandbase journey stage audience was small in size so they started to think about ways to bring in their first-party behavioral data. The team looked at activities such as website visits from paid search, or repeat visits of three or more, video views, or ungated file downloads. The team considered visitors with these attributes to have higher intent to buy and added that dimension into the demand gen journey stage, along with the Demandbase criteria, which led the audience to grow.</p> <p>Then Lindsay’s team customized the website experience for each segment, driving visitors to either gated or ungated content depending on which segment they fit into. Today, about 20% to 25% of concur.com core page visitors fall into the demand gen audience and the remaining 75% to 80% are in the awareness group.</p> <p>By excluding the awareness visitors, the SAP Concur team was able to see what was happening with its most engaged audience, and it proved their hypothesis. Conversion rates are 52% higher for the demand gen audience; these visitors are seeing higher intent content and engaging with it more. At the same time, the awareness group is also engaging more with ungated content.</p> <p>The results? Where the average time spent in the engaged (demand gen) stage had been 137 days, these visitors are now converting to the next stage in 35 days — a 4X increase in velocity. The percentage of accounts that have moved into the next stage jumped to 70%, where previously it was just 20%. And visitors in the awareness stage are progressing to the next stage in half the time.</p> </div> <div class="content-block content-block--editor wysiwyg"> <p class="h4">About SAP Concur</p> <p><a href="https://www.concur.com/" target="_blank" rel="noopener">SAP Concur</a> is the world’s leading brand for integrated and scalable travel, expense, and invoice management solutions. Everyday processes are automated to guide employees through business trips, move authorized charges directly into expense reports, and expedite invoice approvals. By integrating near real-time data and using AI to analyze transactions, businesses can make more informed decisions, improve compliance, and avoid possible blind spots in their budgets. SAP Concur is imagining a world where travel and expenses practically manage themselves. 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SAP Concur Increases Funnel Velocity 4X Using Journey Stages