Customer Story

SAP Concur Increases Funnel Velocity by 4X Using Journey Stages to Personalize Web Experiences

The Situation

SAP Concur, the world’s leading brand for integrated and scalable travel, expense, and invoice management solutions, has been using Demandbase across sales and marketing teams for seven-plus years. Already using Demandbase for analytics reporting, supplemental demographic data, and building out lists, the team leading the Demandbase project added a new use case that is delivering remarkable results.  

Early in the project, the team made a strategic decision to remove barriers to self-help and education for prospects early in their buying journey. Previously, calls-to-action (CTAs) on their core product pages often led to gated content, but after a research project in 2023 that included insights into a new buyer’s journey, the need to stop pushing people into a form became a priority. The Digital Marketing team hypothesized that when prospective buyers are given the time and tools to self-educate, they will become higher-quality leads. 

To implement the updated strategy, the team mapped each page against the updated buyer’s journey to ensure the pages were answering the right questions and guiding visitors with clarity and authority. This led them to reduce the number of CTAs on each page, and prioritize educational and awareness options like videos, blogs, and other ungated assets to help visitors self-educate before being presented with a form. After allowing the new pages time to gather results, there were areas of conversion growth as well as areas where dips were steeper than anticipated. The team realized there must be a middle ground that would get the right conversion points in front of the right people at the right time. They found the answer in Demandbase journey stages. 

Led by Lindsay Hasz, Director of Insights and Optimization, the cross-functional team began using journey stages to segment their audience into “awareness” and “demand gen” segments. The awareness group is in the earliest stages of self-education, while the demand gen segment shows signs that they’re further along in their buying journey and ready for meatier content. 

Lindsay then used the audiences to personalize the experience on the core product pages to offer different content depending on which type of buyer was visiting — awareness visitors were led to the ungated, higher-level content outlined above, and demand gen visitors were led to gated content, such as whitepapers, eBooks, buyer’s guides, and high-value forms.

Demandbase image

Business travel, expense & invoicing software

Company Size
100,000+ employees (SAP)

Bellevue, WA

Demandbase One™ with ABX, advertising, sales intelligence & data


increase in the number of “demand gen” accounts moving to the next journey stage


increase in velocity for the demand gen segment


increase in velocity moving from awareness to engaged

"Demandbase allowed us to create segments based on journey stage combined with our own first-party behavioral data"
Lindsay Hasz headshot, SAP Concur
Lindsay Hasz Director of Insights and Optimization

How’d They Do?

Working alongside the SAP Concur enablement and sales teams, Lindsay and her team looked at Demandbase intent signals, visits to competitor sites, and other information to help differentiate each journey stage. Initially, the Demandbase journey stage audience was small in size so they started to think about ways to bring in their first-party behavioral data. The team looked at activities such as website visits from paid search, or repeat visits of three or more, video views, or ungated file downloads. The team considered visitors with these attributes to have higher intent to buy and added that dimension into the demand gen journey stage, along with the Demandbase criteria, which led the audience to grow.

Then Lindsay’s team customized the website experience for each segment, driving visitors to either gated or ungated content depending on which segment they fit into. Today, about 20% to 25% of core page visitors fall into the demand gen audience and the remaining 75% to 80% are in the awareness group.

By excluding the awareness visitors, the SAP Concur team was able to see what was happening with its most engaged audience, and it proved their hypothesis. Conversion rates are 52% higher for the demand gen audience; these visitors are seeing higher intent content and engaging with it more. At the same time, the awareness group is also engaging more with ungated content.

The results? Where the average time spent in the engaged (demand gen) stage had been 137 days, these visitors are now converting to the next stage in 35 days — a 4X increase in velocity. The percentage of accounts that have moved into the next stage jumped to 70%, where previously it was just 20%. And visitors in the awareness stage are progressing to the next stage in half the time. 

About SAP Concur

SAP Concur is the world’s leading brand for integrated and scalable travel, expense, and invoice management solutions. Everyday processes are automated to guide employees through business trips, move authorized charges directly into expense reports, and expedite invoice approvals. By integrating near real-time data and using AI to analyze transactions, businesses can make more informed decisions, improve compliance, and avoid possible blind spots in their budgets. SAP Concur is imagining a world where travel and expenses practically manage themselves. Learn more at

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