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1. Gatecrasher
Channels Marketing Campaign
Ginger Shimp & Ryan O’Neil
With Christine Mykota
NA Ecosystem & Channels

2. Gatecrasher — Channel Marketing Campaign
SAP offers a complete portfolio of business analytics (BA) solutions designed
specifically for small-to-midsize enterprises (SME), which we market and sell via both
direct and indirect channels, however:
 Many of our prospects don’t immediately see how BA solutions apply across multiple
lines of business
PROBLEM  SAP is well known as an ERP vendor but not as well known for our BA solutions
which makes it difficult for smaller partners to market and sell given their relatively
DEFINITION small budgets (compared to SAP)
 SAP is well known as a large enterprise solutions provider, but not as well known for
SMEs, which makes marketing and selling that much more difficult for our smaller
partners
 SAP’s SME BA partners need to be able to promote their unique value proposition to
targeted prospects
Develop a compelling, integrated demand generation campaign that can be leveraged by
strategic Partners to generate leads for their sales pipelines. The campaign sitelet must:
 Be fun and engaging in order to capture attention
 Be Brand Neutral in order to reach prospects who otherwise might not be receptive to
KEY a message from SAP
 Be flexible so that we can replicate it for each enrolled Partner with minor adjustments
OBJECTIVES to reflect their brand and their language related to their value proposition
 Provide clear, concise, compelling messaging for our key lines of business: finance,
marketing, operations, sales, and technology
 Alert partners to those most likely to respond to a follow-up phone call
 Provide ongoing intelligence for SAP and Partners to be able to fine-tune messaging
© 2011 SAP AG. All rights reserved. 2

3. Gatecrasher — Channel Marketing Campaign
Short-Term Success Stats — SAP view
First partner to adopt was itelligence. Within the first three weeks, the program had
generated:
 30% visit rate (30% of the people who received the direct mail piece have visited
the sitelet)
 Three “Hot” leads (i.e., the visitor filled out the contact form at the end of the site)
RESULTS  90 “Warm” leads (i.e., the visitors went all the way to the last page, but didn’t fill out
the form
Short-Term Success Stats — Partner view
Within the first three months, the program had generated:
 10 “Hot” Leads to-date (these are visitors who completed the contact form)
 28% Web Site Visit Rate
 92% of Visitors view the Value Proposition
 75% of People who view the Value Proposition page (with logos), continue to view
all remaining pages on the site.
Short-Term Success Stats — SAP & Partner view
Research & Marketing insight gleaned:
 60% of Visitors are in a technology role
 Most visited/compelling topic (rollover) by Line of Business
 Technology visitors — business enabler
 Sales visitors — pipeline analysis
 Finance visitors — P&L analysis
 Program available July 2011
SYNDICATION 

First Partner live August 2011
Seven Partners live November 2011
 Live test site set up for this program: www.wearepastthefuture.com/KevinLofgren
© 2011 SAP AG. All rights reserved. 3

4. Physical Direct Mail Piece drives prospect to the sitelet
Included in a hand-
addressed brown kraft
envelope are four (4) three-
dimensional foam pieces. In
the design of an old-school
rendition of a robot, the
dimensional aspect makes
the mailer stand out and
encourages recipients to
open it.
The copy within is minimal
and fun, and includes a
personalized URL to an
intriguing-sounding
destination.
© 2011 SAP AG. All rights reserved. 4

5. Gatecrasher — Visitors’ Journey
© 2011 SAP AG. All rights reserved. 5

6. Gatecrasher Packages for Partners
GATECRASHER
Standard Premium Premium Plus
Vendor Farstar Farstar Farstar
Timeframe 1 month 3 months 6 months
500 targets 1,500 targets 3,000 targets
Data
(provided by Partner) (provided by Partner) (provided by Partner)
*Tele follow-up: Provided by Partner
*Campaign Assets: Direct Mail, PURL (personalized URL for each target contact), online microsite, partner-specific value
Deliverables propositions and offers, real-time email notifications for follow-up, reporting dashboards for campaign performance management.
* Partner-specific program reporting provided by Farstar
BANT-Qualified Leads BANT-Qualified Leads BANT- Qualified Leads
Campaign Outcome
Total: up to 8 Total: up to 23 Total: up to 45
Partner-led campaign performance reporting is included in the package price. Also included in the price is the incorporation
Additional Details of the Partner’s logo, plus value proposition and competitive differentiation content for the sitelet. Additionally, partner-specific
offers may be featured in the sitelet.
© 2011 SAP AG. All rights reserved. 6

7. Appendix
Live test site set up for this program: www.wearepastthefuture.com/KevinLofgren
See following slides for a wireframe walk-through of the sitelet.

8. Page 1 — Intrigue
The old-school
design we saw in
the Direct Mail
piece is reflected in
the opening
screens of the
sitelet.
We deliberately
chose black-and-
white photography
to complement the
illustration style of
the graphics.
We chose high
personalization
throughout the
campaign to lift
response and
create a
memorable, 1:1
dialog with the
visitor. Thus, not
only did we use a
personalized URL,
we greet the visitor
by name once he or
she logs in.
© 2011 SAP AG. All rights reserved. 8

9. Page 2 — Intrigue
© 2011 SAP AG. All rights reserved. 9

10. Page 3 — Intrigue
Note the use of the
visitor’s name at the
bottom of the
screen.
© 2011 SAP AG. All rights reserved. 10

11. Page 4 — Introduction to Partner
Partner Logo
At this point in the
sitelet, the copy
begins to speak
about future
direction, thus the
photography
changes to color.
At this point we
introduce the
specific Partner by
name in the copy
(“DemoCo”) and
being to feature the
Partner logo as well
as the SAP brand.
© 2011 SAP AG. All rights reserved. 11

12. Page 5 — Value Proposition (Showing “Finance” Page)
Partner Logo
Page 5 has five
versions: Finance,
Marketing,
Operations, Sales,
and Technology.
Partners tell Farstar
(who administers
the program) which
each target in their
list should be
mapped. If a visitor
lands on this page,
Farstar labels him
or her with “Value
Prop” so that the
Partner’s sales
team knows that
the visitor clicked
the “next” button
after realizing what
this sitelet was
about. Visitors who
roll-over a specific
value proposition
are further tracked
and reported to the
Partner’s sales
force to help
identify the visitor’s
specific area of
interest.
© 2011 SAP AG. All rights reserved. 12

13. Page 6 — Partner Strengths
Partner Logo
Page 6 copy is
based on the
questionnaire each
Partner provides to
SAP. Their unique
strengths appear in
the roll-over.
Visitors who roll-
over a specific
strength are
tracked and
reported to the
Partner’s sales
team to help
identify their
specific area of
interest.
The testimonial in
the purple area is
customized for
each Partner based
on actual quotes
from their clients.
© 2011 SAP AG. All rights reserved. 13

14. Page 7 — Partner Differentiators
Partner Logo
Page 7 copy is
based on the
questionnaire each
Partner provides to
SAP. Their
differentiators
appear in the roll-
overs. Visitors who
roll-over a specific
differentiator are
tracked and
reported to the
Partner’s sales
team to help
identify their
specific area of
interest.
The testimonial in
the purple area is
customized for
each Partner based
on actual quotes
from their clients.
© 2011 SAP AG. All rights reserved. 14

15. Page 8 — Contact Forms and Partner Offers
Partner Logo
Page 8 includes a
contact form as
well as three
specific offers
provided by each
Partner for use in
the campaign.
Note the use of the
visitor’s name in
the call-to-action.
When a visitor
lands on this page,
Farstar labels him
or her as “warm.”
When a visitor
completes this
form, he or she is
labeled “hot.”
© 2011 SAP AG. All rights reserved. 15

16. Page 9 — Confirmation Page
Partner Logo
Page 9 will appear
if the visitor has
completed the
contact form on the
prior page. Note
that each Partner’s
corporate web
address will be
populated on this
page.
Once more, we use
the visitor’s name
when thanking him
or her for their
interest and giving
assurance that a
call is forthcoming.
© 2011 SAP AG. All rights reserved. 16

17. Thank You!
Ginger Shimp
Marketing Director, SME Strategy and Campaigns
ginger.shimp@sap.com
(814) 308-9992
Ryan O'Neil Christine Mykota
Senior Director Director, Strategy and Enablement
ryan.oneil@sap.com christine.mykota@sap.com
(469) 525-7306 (604) 974-2423