SAP Canada creates product buzz and drives the customer journey with ON24

SAP Canada is part of a global software company that serves 200 million cloud users through various enterprise solutions including SAP HANA, a cloud-based business data platform that processes transactions and analytics.

“Many people say that data is a superpower because it allows us to have greater insight and impact, but you need the right tools to take advantage of the data. This is where SAP HANA Cloud Services comes in,” said Dominika Dodson, Digital Solutions Training Specialist at SAP Canada.

SAP Canada’s digital strategy team creates engaging, value-add experiences for cloud services customers including websites, videos, blog posts, webinars and more to drive product usage and adoption. The company’s goal is to create an excellent digital experience from the point customers first hear about its products through their entire journey. To achieve this, SAP needed a digital engagement solution to support customers at various stages.

Four creative purpose-built webinar series drive engagement and product adoption

Today, SAP Canada uses ON24 Webcast Elite to engage customers by producing and sharing educational content through various webinar series. The company’s How-To series consists of 60-minute live tutorials focused on a specific topic. The webinars are demo-heavy and use the screen share feature so that presenters can visually communicate information, enabling the audience to better understand the products. The How-To series has helped SAP Canada efficiently produce and update customer education content at scale.

The What’s New series, which includes five product managers who share release information about different products, has been a huge success. Because SAP is a global company, it’s difficult for speakers to be available at the same time. However, with ON24, SAP can integrate pre-recorded video demos into its webinars with ease. The webinars are live, but the speakers can record their videos in advance so they don’t have to go on camera in the middle of the night. This series has enabled SAP Canada to concisely communicate product updates to its audience.

The Learning Mission series features 10 on-demand webinars that become available when a customer first purchases a product. The customer can then register for all of the 15-minute sessions at once. This on-demand format helps SAP Canada save time on content creation with the use of evergreen content. Viewers can pause the webinars and try out the product workflows themselves, too.

“It’s great that with ON24 you can customize the audience experience and take it to the next level to wow your customers,” said Dominika Dodson. “It’s been fun to develop a formal onboarding certification program with this series. When someone completes the last mission, we send them a congrats email and people post these on LinkedIn.”

Last year, SAP began to run the Data Defined Talk Show webinar series to kick off a new product launch. The company wanted to get people excited, so it traveled around the world to meet the development and engineering leaders behind the product, then ran their videos in the webinars. The talk show used the ON24 video capabilities to showcase the minds behind the product in an authentic way. SAP Canada also used the webinars to get people to sign up for product trials.