How SAP is redefining B2B marketing

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B2B Marketing Needs Don Draper

True

40 episodes

3 days ago

B2B needs Don Draper. We all need to remember the marketing lessons that Don Draper intuitively knew. B2B marketing has become repetitive – there’s an overfocus on the rational, on sales activation, and short-term goals. B2B marketers have forgotten the human element of advertising that Don Draper always looked for, the importance of finding the emotional truth that should drive every campaign. And we’ve forgotten the one thing that Don Draper never did; to be successful, you need to stand out. Brands don’t become famous by staying in the crowd.

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How SAP is redefining B2B marketing

B2B Marketing Needs Don Draper

25 minutes 41 seconds

2 years ago

How SAP is redefining B2B marketing

Kerstin Koder is Head of Marketing EMEA at SAP. SAP was named the most valuable brand in Germany by BrandZ™ and is also recognised as the most valuable brand in Europe.

Kerstin has more than 20 years of experience as a B2C & B2B marketer and leader in the IT, telco, media and retail space.

She is responsible for 120 countries and is currently supporting the transformation in SAP’s own Marketing as well as leading the development of the SAP brand, supporting SAP’s on-premise and cloud revenue in key industries.

We discuss:

The role of marketing at SAP and what the brand means to B2B customers
The channels SAP are using to talk to the CEO/CFOs of the world
Balancing the priorities of maintaining a strong brand vs lead generation
Brand loyalty versus increasing market penetration

Mentioned in this episode:

B2B Needs Don Draper Live - 30th May 2023

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