Business marketing has arguably been evolving faster than its consumer counterpart. Many of the traditional conferences, trade shows and business dinners have given way to new innovations and creative solutions, supported by technology. In this series, Alison Biggan, president of corporate marketing at SAP, speaks to The Drum about the consumerization of business marketing, what inspires and excites her about recent B2B trends, and what she will look for in a winning entry as chair of The Drum Awards for B2B.
SAP is the world’s third-largest publicly-traded software company by revenue, and the largest by market capitalization in its home nation of Germany. Best known for its enterprise resource planning software, it seeks to help its customers worldwide work together more efficiently and use business insight more effectively.
The company’s mission statement remains a source of inspiration for Biggan. “We want to help the world run better and to improve people’s lives. But to make …