• Crispin Sheridan

Crispin Sheridan

Senior Director of Search Marketing,  SAP

Crispin Sheridan is the senior director of search marketing at SAP in New York. As part of the Global Demand Generation team, he established and runs the search practice at SAP. Crispin is responsible for paid, organic, and mobile search, online testing, and has driven SAP's strategy to harness the channel to drive lead generation. Search at SAP is now fully centralized and globally funded and is run with both an in-house team of eight and agency support.

Crispin has proven that keyword-driven social media marketing can effectively augment search to drive B2B lead generation. Successes include integration with SAP's primary Facebook page and the deployment of "AddThis" across SAP.com globally.

A frequent guest speaker at SES conferences, including New York, San Jose, Chicago, San Francisco, Toronto, London, and Hong Kong, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Google's B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.

  • Search Engine Marketing, BtoB Digital
    With unique issues at the enterprise level, planning your SEO strategy can be a challenge. Take some advice from the experts and learn how SAP prioritized their enterprise SEO priorities in this class!
    Crispin Sheridan  •  30 min  •  Advanced  •  Strategy & Planning
  • Web Analytics & Testing, Search Engine Marketing, New Releases
    A lot of companies have increased their investments in online marketing because it is more measurable, as opposed to conventional media such as television. Tracking what leads to sales conversion, however, has become increasingly complicated. Everyone also knows last click or first click attribution are too simple to meaningfully represent today's omni-channel ultra-connected consumer. Indeed, they can steer you in...
    Crispin Sheridan  •  16 min  •  Intermediate  •  Optimization

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