Case Study: SAP achieves renewed audience engagement and pipeline growth with ON24

How SAP Adapted Its Webinar Program to Combat Digital Fatigue

SAP, the global enterprise-software leader, faced a new challenge when the pandemic forced a rapid shift to digital events: its APJ team scaled from ~100 to 300 webinars in 2020, reaching thousands of attendees, but audiences began to show signs of digital fatigue—declining registrations, lower attendance and reduced engagement across virtual programs.

To re-engage audiences, SAP cut event volume and length, prioritized highly relevant and interactive content, reduced unnecessary email outreach, offered on-demand viewing, and simplified registration. Those changes paid off: marquee events like the multi-day HR Connect drew nearly 1,000 attendees and generated 40% of SAP’s 2021 pipeline, and the team is now moving toward hybrid formats to preserve the benefits of both virtual and in-person experiences.

SAP

Len Augustine

APJ Head of Portfolio, Ecosystem & Digital Marketing