Client Overview
Our client is a prominent consulting company in the supply chain and procurement field known for its deep industry expertise and proven track record for delivering value to its clients. With a history spanning over 15+ years, they offer a wide range of services that cover everything from sourcing and spending to contract lifecycle management, supplier relationship management, inventory optimization, and mitigating supply chain risk. Their ultimate motive is to enhance their strategic outreach and strengthen service delivery for businesses leveraging SAP Ariba.
Challenges
- Despite SAP Ariba’s growing acceptance, the client faced substantial trouble in finding the right potential prospects.
- Fragmented Targeting: SAP Ariba’s client base covers many sectors and company sizes, hence, making it difficult to segment and prioritize outreach efforts effectively.
- Understanding Client Needs: Since our client was not having accurate data on active Ariba users, their sales team struggled to personalize pitches and demonstrate value.
- Manual Efforts in Lead Qualification: Sales reps were spending excessive time on manual research to validate companies using SAP Ariba and assess compatibility with their services.
Solution
Thomson Data developed a hyper-targeted lead generation strategy using the SAP Ariba Customer List, a tailored dataset enriched with verified firmographics, technographics, and decision-maker contact information.
The dataset was carefully curated to include:
- Companies extensively using SAP Ariba modules such as Sourcing, Procurement, Contract Management, and Spend Analysis.
- Identifying the organizations that have the potential to benefit from the solution: Addressing common challenges in the SAP Ariba ecosystem, such as manual procurement processes, supplier management, system integration issues, and compliance inconsistencies.
- Key procurement, supply chain, and decision-makers contacts.
- Customized Outreach: Creating personalized messages addressing specific pain points, thus enhancing the relevance and communication.
Execution Strategy
Thomson Data worked closely with the client to align the SAP Ariba customer data with their outreach and campaign strategy. The approach included:
- Segmentation by Module Usage: Companies were categorized based on which SAP Ariba components they used. This, consequently, allowed our client to personalize messaging based on specific client pain points.
- Strategic Pain Point Alignment: Our Client had already identified frequently faced challenges by SAP Ariba users using their deep industry expertise. By aligning these challenges with our list segmented by module usage, we were able to strategically align these known pain points (such as difficulty in automating manual procurement steps, limited system integration, compliance inconsistencies, and lack of visibility into vendor performance) with the prospects. This alignment was very crucial in forming highly customized outreach efforts.
- Campaign Launch: Our client started a multi-channel campaign, such as personalized email outreach and follow-up calls, targeting SAP Ariba Customers using our enriched SAP Ariba users list. The messaging was made to suit the specific SAP Ariba modules used by each prospect.
The Impact:
Together with Thomson Data, our client was able to generate measurable outcomes within one month:
- 35% growth in Qualified Leads: The SAP Ariba customers list helped our client to significantly reduce the time spent on lead research and qualification.
- 2x Engagement Rate: A combination of personalized messages in sync with the mention of the specific Ariba pain points was well perceived by the decision-makers, thus resulting in the engagement rate being doubled
- 40% Shorter Sales Cycle Time: Our informed approach made it possible to reduce the average duration to convert a lead to a discovery call dropped by 40%.
Client Testimonial
“Thomson Data didn’t just give us a list—they gave us a map to the right conversations. Their SAP Ariba users list allowed us to address specific challenges and position ourselves as a valuable partner in digital procurement transformation.”
Conclusion
Through Thomson Data’s SAP Ariba customers list, our client transformed their sales efficiency and has established deeper customer relationships. By reaching out to the businesses that already use Ariba and leveraging their existing use cases, i.e., simplification of procurement, following up with vendor performance, and compliance with the policy, the company was able to position itself as a digital procurement transformation leader.
