Skip to content
Growth Hub
Demand Solutions

Volker Haentjes: Technical Product Marketing the SAP Way

In this podcast, our host, Kevin Benedict, has a 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, and it’s all about how customers feel about your brand and how they’re using your products.


Future of Product Marketing

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


At SAP, the purpose is to help the world run better and improve people’s lives. The company promises to innovate to help customers operate at their best. SAP is committed to enabling every customer to become a best-run business. The organization engineers solutions to fuel innovation, foster equality, and spread opportunity across borders and cultures. Together with customers and partners, SAP aims to transform industries, grow economies, uplift societies, and sustain the environment.


Software Development


Walldorf, BW, Germany