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»SAP

Indie CDPs Need To Do A Way Better Job Explaining Their Value

When it comes to use, familiarity, market share and mindshare in the customer data platform (CDP) ecosystem, the big marketing clouds lead their smaller indie counterparts by a mile. But a peek under the hood reveals a more nuanced story. The marketing clouds are sucking all the air out of the room, but it’s the... Continue reading »
by Allison Schiff // March 10th, 2020 //
»
CEO McDermott Exits SAP; GDPR Gives Rise To 'Consent Fraud'

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. McDermott Out Bill McDermott is stepping down as CEO of SAP after nine years leading the company. He will be succeeded by board members and longtime SAP execs Jennifer Morgan and Christian Klein, and he will remain as an adviser until the end of... Continue reading »
by AdExchanger // October 14th, 2019 //
»
Data And Jimmy Kimmel: SAP’s Marketing Strategy Goes Beyond B2B Decision Makers

This week, the enterprise tech company SAP ran a native ad on “Jimmy Kimmel Live!” in the form of a skit, where Kimmel’s assistant Guillermo showed how SAP made his life better. The spot wasn’t an obvious choice for the B2B brand. But Chief Marketing Officer Alicia Tillman made the decision after data showed SAP... Continue reading »
by Sarah Sluis // October 4th, 2019 //
»
Why SAP Launched A Branded Podcast To Bring High Tech To Life

While B2B marketers commonly rely on white papers and infographics, SAP is starting to embrace branding to stand out amongst consumers. But it can be tough for an enterprise tech company to connect with people in their everyday lives. So, SAP launched a podcast called “Searching for Salai,” a story about Leonardo da Vinci’s fictional... Continue reading »
by Alison Weissbrot // December 19th, 2018 //
»
SAP’s CMO Targets B2B Decision-Makers Beyond The C-Suite

What do an international pop group, the creator of “American Idol,” Cirque du Soleil and actor Clive Owen have in common? SAP. “Marketers in the B2B space have to realize one very simple and fundamental thing: We are all human beings,” said Alicia Tillman, SAP’s chief marketing officer. “We as B2B marketers need to speak... Continue reading »
by Allison Schiff // October 16th, 2018 //
»
SAP’s Chief Digital Marketing Officer: Brand And Demand Go Hand In Hand

When a company as large as SAP doubles down on digital, the executive org chart must change. For the last six months, the enterprise software company has had two primary CMOs: one who is responsible for brand and media and another who focuses on demand generation, life cycle marketing and bottom-line revenue. But they work... Continue reading »
by Allison Schiff // January 12th, 2018 //
»
How GDPR Drives SAP’s Acquisition Strategy

SAP acquired Gigya for $350 million in September for its consumer identity management solution. The deal, which just closed, will help SAP extend its cross-platform identifier – the SAP Hybris Profile – to new channels like over-the-top TV and social. It also gives SAP more clout to help companies manage their opt-ins amid looming privacy... Continue reading »
by Kelly Liyakasa // November 6th, 2017 //
»
Under SAP, Gigya Aims To Be The Consumer Identity System Of Record

German software giant SAP purchased Gigya for $350 million in late September to acquire expertise in identity management. Gigya will merge with the Hybris Business unit – home to SAP’s ecommerce marketing platform. Gigya helps brands and publishers unify and manage identity data like social logins, site or in-app registrations and email. On Tuesday, Gigya... Continue reading »
by Kelly Liyakasa // October 10th, 2017 //
»
SAP’s CMO: Every Company Is A Technology Company

As the marketing chief at a sprawling enterprise software company, SAP CMO Maggie Chan Jones has unique insight into marketer pain points. At the top of the list: fragmentation. “There are thousands of marketing technology providers across different marketing functions,” Jones said. “One of the biggest headaches a marketer has is trying to sell one... Continue reading »
by Allison Schiff // June 26th, 2017 //
»
Local Wine Shop Uses SAP To Uncork Location-Based Insights

“SMB” is not the first thing that comes to mind at the mention of SAP. But the enterprise software giant is actively courting small and medium-sized businesses like Veritas Studio Wines, a two-year-old boutique vino shop tucked away on a side street in the Hell’s Kitchen neighborhood of Manhattan. Veritas is plagued by many of... Continue reading »
by Allison Schiff // April 11th, 2017 //
»
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