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Volker Haentjes: Technical product marketing the SAP way

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In this episode of Regalix’s RTalks, our host, Kevin Benedict, has a freewheeling chat with Volker Haentjes, Senior Director of Platform Product Marketing at SAP, on a wide range of topics across the hi-tech industry. Volker discusses SAP HANA’s target audience before talking about how marketing needs to tell a story with the help of content. He further gives his insights on the experience economy’s impact and the evolution of product marketing over the years.


Highlights of the interview

SAP HANA’s target audience

“SAP HANA targets anyone who already has SAP solutions implemented, as well as those who want to run data-centric applications in real-time, need to stream data from IoT devices or need blockchain transaction processing. It’s also for companies that want to implement ML for data analytics.”

Impact of the experience economy

“After cloud technology, this is probably the most disruptive trend affecting technology companies today. Vendors and customers are closer now. Also, it’s all about how customers feel about your brand and how they use your products.”

Future of product marketing

“Product marketing will also be impacted by experience data, mainly because it is imperative to get the context right and genuinely know what customers want. This means that it will be more important than ever to map your customers’ needs with the right form of content.”


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Software Development


Walldorf, BW

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