SAP SUCCESSFACTORS

'Marketing as a Service' (MaaS) for SAP SuccessFactors globally

Client Overview

SAP SuccessFactors is a complete, cloud-based human resource management (HR) system that covers everything from payroll to employee engagement.

Technologies Applied
  • Adobe Experience Manager
  • Demandbase
  • LinkedIn
  • Adobe Marketing Cloud
The Challenge

Define a global digital marketing platform that would drive business impact with scale

Following the successful redesign of SuccessFactors.com, Vertic was tasked with ongoing insights and strategy, UX and design support, and program management, providing ‘marketing as a service’ (MaaS) on an ongoing basis.

With various objectives over the course of short-term and long-term periods, ranging from qualifying leads, elevating the brand, shortening time to market, Vertic was responsible for the definition of a ‘glocal’ model for determining which aspects of the marketing global should be responsible and which aspects should be executed locally.

The Vision
The modern day digital operating model inside of large organizations is changing. By entrusting us to be the extended arm of marketing strategy and execution, SAP SuccessFactors and Vertic are proving that this new model brings digital expertise with long-term benefits impacting the top-line and bottom-line.
Sebastian Jespersen
CEO of Vertic
The Strategy

Harness Vertic's pool of diverse talent to operate ongoing strategic and tactical digital marketing needs, creating an 'always-on' awareness and demand-gen engine

The Solution

MaaS platform

In the first instance, Vertic set up an overarching MaaS platform from both a global and local perspective. This covered analysis of the market situation and the corresponding SAP SuccessFactors business situation and 2019 goals. Conducting interviews and meetings with key SAP and SAP SuccessFactors business, technical, sales and website stakeholders, Vertic understood the technology road map, available resources, technologies, data protection requirements, integrations to 3rd party systems, documentation needs, publishing requirements and cycles, UX/UI standards, local technology limitations and hosting.

The output was a detailed breakdown of proposed activities, description and purpose for said activities, overview of process owners and initiations, with inputs and outputs.

'Global' Roll-out and Campaign-in-a-Box

Vertic set up the operating model for all subsequent global vs. local activities and responsibilities. This consisted of Global teams defining digital best practices, shortening time to market, creating scale and optimizing resources – all to drive business impact - and Local teams responsible for the roll-out and execution of the strategy and insights in context to local market and segment needs.​

Activities

Vertic's scope of marketing activities has to date included the following

Objective
Global vs. Local
Insights
Discover ongoing audience insights
Global
Content
Use insights to create compelling messages for segmented audiences
Global strategy / local execution
ABM
Drive demand from existing accounts
Global strategy / local execution
Activity

Services provided

Our Work

Redefining the digital world
with our clients