Case Study: SAP Concur achieves 4X higher funnel velocity with Demandbase

SAP Concur Increases Funnel Velocity by 4X Using Journey Stages to Personalize Web Experiences

SAP Concur, a leading provider of integrated travel, expense, and invoice management solutions, had already been using Demandbase across sales and marketing for analytics, demographic enrichment, and list building. The team wanted to remove friction for early-stage buyers on its core product pages and find a better balance between self-education and conversion, especially after seeing that too many gated CTAs could limit engagement.

Using Demandbase journey stages, SAP Concur segmented visitors into awareness and demand gen audiences and personalized the concur.com product pages accordingly. Awareness visitors were shown ungated educational content, while demand gen visitors saw gated assets and higher-value forms. With this approach, SAP Concur increased funnel velocity by 4X, showing a measurable lift in moving prospects through the buying journey.

SAP Concur

Lindsay Hasz

Director of Insights and Optimization