B2B CASE STUDY
Showing manufacturers the ROI of AI for SAP
The challenge
AI is being applied to every industry at breakneck speed. To help manufacturing leaders understand how the latest cloud ERP features are quickly transforming their field, SAP content strategists recognized a need for industry-specific brochures to speak language of manufacturing leaders. With changes happening rapidly, the brochures needed to be clearheaded, forward-thinking, and relevant — highlighting the potential of both AI in general and SAP cloud ERP specifically, all while maintaining a consistent brand voice, look, and feel.
Approach
I looked to executive insights, zeroed in on relevant messaging from the creative brief, and earmarked language and concepts that would actually mean something to folks at the top of manufacturing and supply chain organizations. With help from Copilot, I created a narrative outline that would recognize the audience’s situation before exploring where SAP solutions might fill a need.
After drafting copy to align with SAP brand voice, I shepherded it through internal editing and stakeholder review alongside guidance for how visual elements would help tell the story. I then worked with SAP’s internal design team to develop draft PDFs that accurately represented the approved copy and employed visual guidelines for easy scanning by busy C-suite leaders.
Results
A brochure that speaks manufacturing leaders’ language — leveling with their evolving situation, running down their challenges, and speaking directly to business case for AI. The pitch for SAP follows, first with an overview of the high-level benefits of relevant SAP solutions, then a deep-dive into key messaging pillars using benefit-first language, followed a relevant customer story where SAP helped another manufacturer build success.
DELIVERABLE
Evolving manufacturing with AI-enhanced processes brochure