How SAP is redefining B2B marketing
Play • 26 min

Kerstin Koder is Head of Marketing EMEA at SAP. SAP was named the most valuable brand in Germany by BrandZ™ and is also recognised as the most valuable brand in Europe.

Kerstin has more than 20 years of experience as a B2C & B2B marketer and leader in the IT, telco, media and retail space.

She is responsible for 120 countries and is currently supporting the transformation in SAP’s own Marketing as well as leading the development of the SAP brand, supporting SAP’s on-premise and cloud revenue in key industries.

We discuss:

  1. The role of marketing at SAP and what the brand means to B2B customers
  2. The channels SAP are using to talk to the CEO/CFOs of the world
  3. Balancing the priorities of maintaining a strong brand vs lead generation
  4. Brand loyalty versus increasing market penetration

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