Scaling B2B Partner Lead Acquisition
dau partnered with SAP to design and execute a performance-led paid media strategy focused on generating qualified B2B leads for SAP partner programs. The approach prioritised audience precision, funnel alignment, and disciplined budget optimisation within a competitive enterprise technology landscape.
Project Overview
About The Brand
CAMPAIGN OBJECTIVE
Generate qualified leads for SAP partner programs through multi-platform campaigns driving awareness, engagement, and conversions among high-intent business audiences.
Campaigns Executed
Google Search Campaigns (solution-led B2B queries)
LinkedIn Ads (decision-maker and technology leadership targeting)
Programmatic Display (awareness and consideration support)
Retargeting Campaigns (engaged and site-based audiences)
The Advertising Environment
SAP operates in a highly competitive B2B technology category where:
CPC benchmarks are consistently high
Target audiences include senior decision-makers and technology leaders
Lead quality is as critical as lead volume
Long evaluation cycles require funnel-stage alignment
How dau Approached the Campaign
Key Strategic Elements
- 1Audience segmentation based on business role, intent depth, and evaluation stage
- 2Funnel-aware campaign structuring across awareness, consideration, and conversion
- 3Platform-specific messaging aligned to user behaviour on Search and LinkedIn
- 4Strategic budget allocation across high-performing channels
Execution & Optimisation Framework
- 5Continuous monitoring of CTR, CPL, and lead quality benchmarks
- 6Budget redistribution based on performance thresholds
- 7Ongoing refinement of targeting layers and keyword intent signals
- 8Structured retargeting to improve conversion efficiency
Performance Outcomes
2.7M+
Total Impressions
4.2%
Average CTR
70+
Qualified B2B leads generated
Why This Strategy Worked
Decision-maker targeting ensured high-quality lead flow
Funnel-stage alignment improved engagement depth
Multi-platform integration strengthened conversion pathways
Performance discipline maintained cost efficiency at scale
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