SAP Midsize Enterprise

In 2006, software giant SAP launched an important campaign to deliver thought-leadership papers for over a dozen industries, ranging from consumer packaged goods to fabricated metals. The goal? Assure prospective customers that SAP understands their unique business challenges. When Danny Nail, Segment Programs Manager for Global Midsize Enterprise Field Marketing at SAP, began “All of our stakeholders, from industry experts to industry marketing people, are blown away by the quality of the work.” – Danny Nail, Segment Programs Manager for Global Midsize Enterprise Field Marketing at SAP looking for writers to craft these critical pieces, the Content Bureau quickly rose to the top of his list. “Everywhere I asked, I got back one name: the Content Bureau,” remembers Nail. “Now I know why.”

The Content Bureau worked with subject-matter experts all over the world to get smart on each industry, diving in deep to uncover each segment’s pain points. What struck Nail most was how little he actually needed to be involved in the process. “I’ve never had to do so little hand-holding,” he explains. “One call and the writer comes back with a piece that’s 80-90% complete. All of our stakeholders, from industry experts to industry marketing people, are blown away by the quality of the work.”

The thought-leadership pieces have been a huge success—and they just keep on coming. SAP is translating the papers for use in different geographies throughout the world. Concludes Nail, “Bar none, the Content Bureau is my favorite writing team. They rock.”