Bernadette Fitton

Corporates like SAP and Oracle make significant investment in tradeshows both in terms of the upfront investment and in taking key staff out of the field to attend these shows. We sought to drive interest in our sessions, in wrap around dinners, 1 to 1 meetings and press interviews by showcasing customers like American Red Cross and Life is Good and sweating the assets created around these customers in social promotion before, during and after the events. Using subject line testing and… Show more

Corporates like SAP and Oracle make significant investment in tradeshows both in terms of the upfront investment and in taking key staff out of the field to attend these shows. We sought to drive interest in our sessions, in wrap around dinners, 1 to 1 meetings and press interviews by showcasing customers like American Red Cross and Life is Good and sweating the assets created around these customers in social promotion before, during and after the events. Using subject line testing and carefully tracking interactions we were able to create a huge content strategy and maximise marketing investment. Show less

Marketing is sometimes about a moment in time.

Working with some fantastic colleagues in Ariba and SAP, I put this marketing initiative together to bring SAP and Ariba customers up to date with what the SAP acquisition. I pushed promotion through Linkedin, Twitter and media partners Procurement Leaders. However, the campaign was successful because of the huge amount of passion and enthusiasm of team members such as Jakob Goik and Neils Hoogkamer. Together we delivered a hugely… Show more

Marketing is sometimes about a moment in time.

Working with some fantastic colleagues in Ariba and SAP, I put this marketing initiative together to bring SAP and Ariba customers up to date with what the SAP acquisition. I pushed promotion through Linkedin, Twitter and media partners Procurement Leaders. However, the campaign was successful because of the huge amount of passion and enthusiasm of team members such as Jakob Goik and Neils Hoogkamer. Together we delivered a hugely successful campaign which reached 60% of SAP's EMEA SRM customer, and over 80% of Ariba's EMEA and APAC customers, using internal systems to create the webinar and social channels to promote costs were minimal. Show less

Social, SEO and ppc are now a vital part of how we influence customers and prospects. However, in the enterprise space relationships are paramount. I have used this Exec dinner format for many years and have seen pipeline in the room of upwards of $10mn. This is an opportunity to put top prospects with top clients and your senior Execs, and the cost is conservative, but the ROI can be huge.

Ariba LIVE Europe is a brilliant opportunity to bring together customers, partners and prospects. My leadership on this project for three years running was a major factor in getting sales bought in and in ensuring that we targeted, delivered and measured a highly successful campaign. I succeeded, with this conference, in getting the entire EMEA team from SAP and Ariba onboard to deliver a superior event, by communicating clearly what my aims were and what the outcome would be for… Show more

Ariba LIVE Europe is a brilliant opportunity to bring together customers, partners and prospects. My leadership on this project for three years running was a major factor in getting sales bought in and in ensuring that we targeted, delivered and measured a highly successful campaign. I succeeded, with this conference, in getting the entire EMEA team from SAP and Ariba onboard to deliver a superior event, by communicating clearly what my aims were and what the outcome would be for sales.

Key initiatives:
- working with EMEA sales leadership buy-in to ensure sales engagement on key deadlines
- identifying 'must attend' accounts in net new, instage pipeline and key accounts for SAP and Ariba
- created a multi-channel marketing plan collaborating with global, APAC and EMEA teams to ensure maximum coverage from PR,AR, customer references and the channel
- recruited speakers and channel sponsors
- ongoing analysis of the event 'pipeline' and resetting and communicating progress and targets to EMEA and Global sales and marketing leadership and to the field sales, pre and post sales organisations. Show less

While in this role, I had a huge problem in that our competitor was Salesforce - and their Marketing budget seemed to be ten times my budget. With the sales team we decided on a strategy to target a select group of 60, must win accounts, and we set about forging strong relationships with these accounts at a C level through these forums......and I think it worked!