How TIE helped SAP generate qualified CX decision-makers in London and Paris
Event: SAP CX Forums – In-person
Client: SAP
Event Date: June 2024
Locations: London & Paris
Audience: CX decision-makers
Objective: Qualified attendance & ROI
Outcome: 83 total registrations, 53 attendees
The Challenge
SAP was launching its inaugural Customer Experience (CX) Forum in London and Paris and needed to ensure:
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High-quality CX decision-makers attended
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Attendance targets were met
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Post-event pipeline could be followed up effectively
TIE’s Approach
TIE’s demand generation approach focused on delivering personalised experiences aligned to the buyer journey. The goal was to ensure prospects were sales-ready by event day, with clear next steps post-event.
TIE target key CX accounts across net new and existing customers with highly relevant content across digital channels. Alongside this we nurture key decision makers and influencers across research, evaluation and selection stages of their decision journey in order to drive qualified decision makers to the event, ensuring a healthy pipeline for SAP to follow up with post-event.
The Solution
TIE implemented a multi-stage, event-led demand generation programme, including:
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Strategic email trigger campaigns tailored to SAP CX use cases
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Personalised content journeys aligned to active CX projects
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Custom landing experiences for different stakeholder needs
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Telemarketing qualification before event registration
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Detailed lead handover to SAP, including company size, turnover, and job title
Results
London CX Forum
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53 registrations
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29 attendees
Paris CX Forum
30 registrations
24 attendees
TIE consistently over-registered to ensure attendance targets were met on event day.
