Marketing ops · Production

SAP Concur increases funnel velocity 4X using Demandbase journey stages to personalize web experiences

The problem

SAP Concur's core product page CTAs uniformly pushed all visitors into gated forms regardless of their stage in the buying journey, preventing self-education and generating lower-quality leads.

First attempt

After replacing gated CTAs with ungated educational content for all visitors, conversion dipped more than anticipated in some areas, indicating a blanket ungated approach was not the right solution.

Workflow diagram · grounded in source

Visitor arrives on product page

trigger

“personalize the experience on the concur.com core product pages to offer different content depending on which type of buyer was visiting”

Journey stage audience segmentation

ai_action

“the cross-functional team began using journey stages to segment their audience into "awareness" and "demand gen" segments. The awareness group is in the earliest stages of self-education, while the demand gen segment shows signs that the…”

First-party behavioral data enrichment

integration

“The team looked at activities such as website visits from paid search, or repeat visits of three or more, video views, or ungated file downloads. The team considered visitors with these attributes to have higher intent to buy and added t…”

Route visitor to segment-appropriate content

routing

“driving visitors to either gated or ungated content depending on which segment they fit into”

Personalized content experience delivered

output

“awareness visitors were led to the ungated, higher-level content outlined above, and demand gen visitors were led to gated content, such as whitepapers, eBooks, buyer's guides, and high-value forms”

Reported outcome

Personalized web experiences segmented by Demandbase journey stage produced a 4X increase in funnel velocity for the demand gen segment, a 250% increase in demand gen accounts advancing to the next stage, a 50% increase in velocity from awareness to engaged, and 52% higher conversion rates for the demand gen audience.

Reported metrics

Demand gen accounts moving to next journey stage250%

Funnel velocity for demand gen segment4X

Velocity moving from awareness to engaged50%

Conversion rate for demand gen audience52% higher

Show all 7 reported metrics

demand gen accounts moving to next journey stage250%

funnel velocity for demand gen segment4X

velocity moving from awareness to engaged50%

conversion rate for demand gen audience52% higher

average time in engaged stage before converting to next stage137 days to 35 days

accounts that have moved to next stagejumped to 70%, where previously it was just 20%

share of core page visitors in demand gen audience20% to 25%

Reported stack

DemandbaseDemandbase One

Source

https://www.demandbase.com/resources/case-study/sap-concur-increases-funnel-velocity-by-4x-using-journey-stages-to-personalize-web-experiences/

Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

Personalized web experiences segmented by Demandbase journey stage produced a 4X increase in funnel velocity for the demand gen segment, a 250% increase in demand gen accounts advancing to the next stage, a 50% increa…

What tools did this team use?

Demandbase, Demandbase One.

What results were reported?

Demand gen accounts moving to next journey stage: 250%; Funnel velocity for demand gen segment: 4X; Velocity moving from awareness to engaged: 50%; Conversion rate for demand gen audience: 52% higher (source-reported, not independently verified).

What failed first in this deployment?