Case Study – Bayajula – SAP Ariba

Driving £2m Pipeline with a Dual-Strategy SAP Ariba Campaign

Client: Bayajula (SAP Partner)

SAP Solution: SAP Ariba

Campaign Type: Webinar + appointment setting

Funding: SAP Business Development Fund (BDF)

Audience: Procurement & supply chain decision-makers

Outcome: £2m increase in opportunity pipeline

Bayajula - Ariba Webinar + Appointments - Case Study

The Challenge

Bayajula needed a proven, results-driven way to:

  • Attract senior decision-makers

  • Convert engagement into tangible opportunities

  • Maximise SAP BDF spend with a tried-and-tested approach

Rather than running disconnected activities, Bayajula wanted a campaign that delivered measurable pipeline impact, which led them to partner with TIE.

TIE’s Strategy

TIE designed a dual-strategy demand generation approach to support Bayajula’s SAP Ariba practice:

Appointment setting to generate direct sales conversations

Webinar-led audience acquisition to warm accounts and build credibility

This ensured Bayajula stayed front of mind while engaging prospects at different stages of the buying journey.

The Solution

For Bayajula we implemented a multi-tactic approach we’re we generated interest directly for appointments and discovery workshops, but we surrounded this approach by warming leads up and directing them to a webinar. 

This approach helped to keep Bayajula front of mind, and showcase potential customers the credibility and trustworthiness of the brand. 

We supported Bayajula with a mix of targeted email campaigns, web-based marketing and telemarketing to ensure only qualified leads were passed on for follow-up from Bayajula’s sales team.

Results

TIE consistently over-registered to ensure attendance targets were met on event day.

Webinar Outcomes

  • 82 registrations

  • 45 attending decision-makers

  • 45 companies represented

Appointment Setting Outcomes

  • 22 appointments scheduled

  • Meetings booked with qualified decision-makers

Overall Impact

£2m increase in opportunity pipeline value

"The demand generation programme Bayajula undertook in partnership with TIE not only met our expectations but exceeded them. We could not have achieved this success without the professional and extensive experience of the TIE team. As a partner of SAP we would recommend TIE for any similar engagements.
Mandla Madi
Managing Director, Bayajula