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Breakfast Seminar

Driving Leads Through Channel Ecosystem

Audio and the deck from this presentation may be found below.

Since lead generation is often top-of-mind for most marketers, BMA Chicago’s February 20 Breakfast Seminar will focus on how to develop successful demand generation campaigns that allow sales and marketing to seamlessly work together.

SAP’s Eric Martin, Senior Director of Marketing, will share how they are driving qualified leads through the marketing and channel ecosystems. Through a case study, he’ll demonstrate how SAP built its Marketing Service Bureau (MSB) to effectively drive indirect revenue and generate ROI through partners.

You’ll hear the challenges SAP has encountered in the market, and how they are trying to meet their strategic mission to grow channel sales and information on the MSB. Eric will also discuss management roles and responsibilities, success and measurement and how to implement these learnings in your organization.

Introducing Eric will be Brennen Roberts, Managing Director of Pepper North America, the agency that manages much of SAP’s lead generation campaigns through the channel. Brennen will frame the indirect pathways of the channel ecosystem and what these mean across industries.


In his role at SAP, Eric Martin is responsible for driving the marketing agenda to support lead and revenue generation for SAP North America’s high growth channel objectives. Most of his focus has been on the Small and Midsize Business segment, and he recently represented the SAP North American marketing team at the company’s annual Winner’s Circle recognition program after leading a successful summit for North American channel partners.

Eric earned his BA and MBA from Villanova University and teaches a Marketing course within Villanova’s MBA program. In addition to SAP, he has also held roles at Deloitte Consulting as a global lead for ERP services as well as driving marketing and demand generation activity for the SAP practice at Hackett Group.


Brennen has over twenty years of combined agency and client side experience in marketing and communications for the B2C and B2B space. He has developed and managed multi-channel demand generation and lead nurturing programs in roles ranging from campaign and editorial planning to program development and management for direct and indirect channels. Brennen has held speaking engagements for universities and corporations on a variety of marketing topics such as email, direct marketing and social media.

As Managing Director for North America at Pepper, Brennen and the Chicago-based Pepper team have developed award-winning programs and campaigns for clients in the B2B and IT space and are listed among BtoB’s Top Agencies for 2012.

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