marketing_ops · travel · workflow
SAP Concur increases funnel velocity 4X using Demandbase journey stages to personalize web experiences
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.
How it works
Common implementation structure
How this type of workflow is generally built, generalized across documented cases — not tied to any one vendor's stack. Click any stage to read what happens there. Specific products that implement these stages appear in “Tools commonly seen” below.
Stage 1 · Visitor arrives on product page
A prospect visits concur.com core product pages where a personalized experience will be offered based on buyer type.
Tools used
DemandbaseDemandbase One
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.
What failed first
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.
Results
Time saved137 days to 35 days
Volume250%
Cost replaced52% higher
Running sinceafter a research project in 2023
Grounding & classification
Source type: vendor customer story
27 fields verified against source quotes.
personalizationpredictive analyticsform submissionfailure mode describedmetric backednamed customerproduction runtime claimedtools describedworkflow describedsoftwareconversion increasecycle time reductionthroughput increasevendor customer storylead processingmarketing opssales opsdata sync enrichmentextract classify route