Case Study: SAP Concur achieves 52% more closed-won revenue with Demandbase

SAP Concur Elevates Every Metric Engagement, Pipeline, Deal Size & Revenue With Enhanced Account Focus And Advertising

SAP Concur, part of SAP, was looking to improve account prioritization and revenue performance by consolidating scattered insights from systems like Salesforce, Marketo, and Adobe Analytics. Using Demandbase, the team added account intelligence and intent signals to better understand account activity, focus on the right targets, and coordinate marketing and sales outreach.

With Demandbase ABX Cloud and Advertising Cloud, SAP Concur launched personalized campaigns, shared insights across teams, and monitored engagement to refine outreach. The result was a 60% lift in website visits from advertised accounts, 95% engagement across campaign groups, and measurable business growth including 52% higher closed-won revenue, 57% larger deal sizes, and 59% more pipeline.

SAP

Ryan Oliver

Senior Manager, Enterprise Demand Generation Marketing