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formerly A key aspect of procurement product marketing at technology vendor SAP is the company's annual SAP Ariba Live conference. The event usually draws between 3,500 and 4,000 attendees. This year's show, which had been scheduled to begin on March 17, was on a similar trajectory when, on March 9, Gretchen Eischen, VP of global marketing at SAP Procurement Solutions, got the call: All live events in March would be canceled due to the coronavirus. Eischen's marketing team had little more than a week to develop a virtual version of SAP Ariba Live. The team pulled it off, and since then has gone completely virtual, hosting all of the company's current events online. It's been a sea change, forcing SAP's marketing team to work with a much greater sense of urgency. "We've been talking about digital marketing for years and the need for organizations to pivot their marketing strategies to be digital-first," Eischen says. "I think the pandemic has truly taught us that that can't be lip service. It has to be not only a strategy and a plan, but we have to have contingency plans for that strategy as well." The pandemic has also spurred Eischen and other B2B companies to create plans enabling their marketing teams to work from home and collaborate more closely with one another — as well as with their sales counterparts, customers, and partners. Read more. Karen J. Bannan
“Your local B2B community of marketers and business leaders focused on professional development and
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Driving Business Growth”Preparing for the Next Normal
As B2B marketers master working remotely, they’re developing plans and processes that will help with whatever the future has in store.
Writer, Business & Technology