When you get into semantics with marketing, be it B2B or B2C, you lose a basic fact. Marketing is about the ways human beings interact with technology on the web and mobile devices.

Shawn Burns, global vice president of digital marketing for SAP, told this to attendees at the Adobe Summit Digital Marketing Conference in Salt Lake City today. “Whether you’re in B2B or B2C, people interact with technology,” Burns said.

It’s one of the things Burns has realized as he’s managed web strategy, design, development and operations for SAP’s flagship web property: www.sap.com and its 72 country sites in 40 languages.

Here are 10 ways Burns and SAP approach B2B digital marketing.

1. Monitoring Employee Social Activity

SAP has about 60,000 employees, and Burns knows he can no more control what they do or say in social circles than his own customers. “A SAP employee today can say anything he wants at any time,” Burns said. “Two to three years ago, we didn’t have messages in this marketplace unless our communications teams approved it.”

SAP’s marketing team wants employees to understand the channel on which they interact and what they should and should not do.

customer experience, 10 Ways SAP Approaches its B2B Marketing

2. Sticking with Traditional Channels

Think email is dead? SAP doesn’t.

“I’m still sending 20 percent more emails to my customers than I was 12 months ago,” Burns said. “Emails continue to perform. Banners. Retargeting. It all plays a picture. You have to be able to see how these contribute to revenue.”

3. Non-SAP Content

SAP spends an immense about of time and energy creating content that is not about SAP. Not about their products, nor solutions.

customer experience, 10 Ways SAP Approaches its B2B Marketing #AdobeSummit

Why? Customers want to know the “why” behind their purchases. Why should I care about big data? How is mobility impacting my own customer’s experience?

SAP potential customers can find this dialogue on SAP’s website so they’re “with me earlier in the buying process,” Burns said. “And time-on-site goes up when we run much more editorially-based content than something based in corporate marketing.”

4. Baking in Social

Relative to content on its site, SAP sees social as a part of its core business. The goal of each website is to have a third to half of it be user-generated content. They want customer content. They want analyst content. Blogger content.

“I’m curating non-SAP content into SAP websites,” Burns said. “It increases traffic, relevancy and transparency. And all of a sudden I’m curating a lot of innovative ideas.”

5. ‘Immense’ Time on Search

Search is a “universal customer behavior,” Burns said. “We spend an immense amount of time on search. … And when people come to sap.com they expect the same quality of search they get from Google. … This is not going away any time soon.”