When SAP needed a partner to improve digital channel sales and rethink their B2B branding, they chose LiquidHub. We helped develop their small- to medium-size business sales funnel and then helped them redefine their brand online. Through first-person research and in-depth interviews at multiple locations in the U.S. and Germany, we helped SAP understand how purchase decisions are made in small and medium enterprises, and by whom.
Our research resulted in personas that were instrumental in guiding the re-architecture of SAP.com and the development of appropriate content to assist in the decision making process. We illustrated a customer journey that often takes up to two years and involves as many as a dozen stakeholders and decision makers across an organization. Our research identified the type of content and collaboration (internally and with SAP) that was required to sell in a comprehensive ERP/CRM system for small and medium enterprises.
The new online branding we developed focused on looking forward and how SAP empowers its customers to do just that.