Case Study: SAP Ariba achieves increased qualified leads and measurable pipeline ROI with InterCall

Taking Ariba's annual user conference virtual

Ariba, a global spend-management leader, faced budget-driven drop-offs in attendance for its 2009 Live World Tour. Senior Manager Traci Oziemblowsky partnered with InterCall to shift the annual user conference to a hybrid model — a two-day virtual conference followed by a six-city roadshow — using the theme “Empowering the Global Network” to attract a larger, global audience and build pipeline.

Working with Cramer Marketing and InterCall, Ariba produced polished content (including a CMO demo video), targeted email campaigns, and more than 40 simulive and live sessions; attendees averaged nearly three hours in the virtual environment. The event generated significantly more qualified leads than a live event, delivered measurable cost-per-lead and Return on Pipeline, and convinced Ariba to make virtual engagement a permanent part of its marketing mix, with plans to add social networking and expanded chat.

SAP Ariba

Tim Minahan

Chief Marketing Officer