CMO Close-Up with Jonathan Becher, CMO at SAP

October 31, 2012 B2B Marketing 

CMO Close-Up: What is the goal of your new ad campaign?

Jonathan Becher: Historically, we have done customer-focused advertising as part of our “Run Better” campaign—“So-and-so runs SAP.” That has been our primary tactic for HANA, a database product that launched at our Sapphire Now show in 2011. We have a new ad that features (client) ConAgra—which appeals primarily to the CEO audience but also CMOs and CIOs—to help them understand that this technology is transformative and helps (them) do things they haven’t been able to do before.

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