Building Your Product Marketing Content

Content Sells!

The content you display to market your app on the App Center is critical for customers to get the information they need to make a decision to purchase your product. Placing time and effort into developing high quality content pays off.

General Guidelines

Before we dive into each section, here are some general guidelines you should follow.

Remember — you’re selling a product, not providing a detailed solution or technical information. Engage the consumer by:

  • Highlighting unique selling points, competitive advantages, and benefits.
  • Focusing on the business benefits – what the consumer can do with the product and how the product benefits the consumer or the consumer’s company.


  • The English language. The wording should be in plain English and in terms that our customers use.
  • Short, clear sentences that are easy to understand
  • Action verbs, active versus passive voice
  • Examples and images to breathe life into the description and engage the reader
    Up-to-date, relevant product resources
  • Allow the customer to more concretely understand the problem your solution solves by presenting the user with use-cases for your app wherever possible.


  • Technical jargon and complicated technical explanations
  • Overuse of acronyms or abbreviations
  • Claims of being “the best,“ “the only,” “seamless,” “out of the box” – unless true Generic resources

Product Detail Page

The product detail page is made up of several sections to allow customers to get an overview of your app and then learn more about product capabilities. In this document, we’ll go over each section and give greater detail about the content needed to populate that section.

Watch this video to learn how to enter your product marketing content:


A contact me button will always display upon publication and a Buy or Try button will display automatically if your app is transact-able and/or offers a free trial. The Contact Me button will not display in preview mode, but will display once your app is approved and published.

Listing Info

The following fields can be found on the profile tab as you edit your listing. Expand each section below to learn best practices for each field.

Product Name

Please provide the official name for your product. The name that you include here must match the one you use in the partner portal.

Product Names should be less than 50 characters.

Watch this video to learn how to name your offering:


Use abbreviations in your product name, unless necessary to fit within character limit guidelines.

Include taglines, slogans, etc. as part of the product name.

5 Word Description

The subtitle should be descriptive of your solution and highlight its main benefit. It should be short and use sentence-style capitalization. The description should begin as a present tense verb and should be between 50-120 characters. The subtitle will appear on this product page, as well as appear as a subtitle when your app appears as a tile. As such, this field should entice a user to click your app to learn more.

A good example of a subtitle is: “Simulate new org structures by drag and drop with advanced visualization”


Don’t make this description so broad that a customer can’t get a good idea of what your app does before they click. You’ll have an opportunity to dive deeper into product functionality and give a comprehensive overview in the features section.

Don’t just add a string of adjectives. This makes the description hard to process quickly. Instead use a short simple phrase that explains tangibly what your product does.

Use the subtitle field as an opportunity to include a tagline, unless that tagline explicitly spells out “what the product is.” (e.g. “Rethink corporate real estate management”) A good test is to view the subtitle in isolation. Based on the subtitle alone, can you answer the question, “What is this solution?”

Restate the name of the product in your subtitle. Given that the subtitle always follows the product name, including it in the subtitle is repetitive and wastes precious characters.

SEO Description / Description

The SEO description is what will appear in search results and on The maximum character limit is 130 characters. It should help to differentiate your product and use easily understandable and common terminology for your audience.

The App logo should provide a unique visual identity for your product. It appears not only on the overview product page, but also when your product appears on our homepage or in a product search.

The app listing logo is what appears for your app in search results on the App Center. The app profile logo is what appears on your product page. We recommend using the same image for both.

The image you upload here should be close to square. Please submit your product icon in .png format at a size of at least 150 px x 150 px

If you do not have an App Icon, you may use your company logo.


Choose an icon that helps users quickly distinguish your product from others. When your product appears on our homepage or in search, it may appear alongside many other products. In these cases, it’s important that users can easily find and identify your product from the crowd.


In this section, you have the opportunity to tag you product so it can be found by customers. This information will display in the detail section of your app’s product page.

Developed By: Select Partner if you are an SAP Partner.

Industries: If your product is industry specific, select the industries that your product aligns to.

Solution Type: Select any and all types of SAP technology that your solution leverages. Use the Category section to tag your app to SAP products that your app integrates or extends.

Technology: Select any and all technology that your product uses.

Use Case: Check any and all use cases where customers may leverage your app.

Category: You should select all SAP products that your product integrates or extends. If you have an ICC certification, you should select the category SAP Certified and the subcategory that identifies the certification given to your solution.

Watch this video here to learn more about adding categories:


The following fields can be found on the profile tab as you edit your listing. Expand each section below to learn best practices for each field.

Splash Title

This is the first major “headline” that the user will see on your product page. It should set the tone for the description of your product and the list of product benefits that follow. If you have a tagline that you use regularly for your product, that can be appropriate here. Do not include your product name here.

Keep this title short (approx. 10 words or less, 80 characters max), so it does not wrap on to too many different lines.

Splash Description

Provide a 4-5 sentence (approx. 450 characters) elevator pitch for your product, focusing on core capabilities and business benefits. You should use this space to position your product to customers of the SAP App Center. You should speak to how your product integrates and extends SAP products briefly, if applicable.


Think about how you would describe this solution to a friend or colleague in a few sentences. A good description will answer the questions, “What does it do?” and “What impacts will it have on a customer’s business?”

You should speak tangibly about what your product does and what the business value of this is. You should entice a viewer to want to read more.


Get too granular. Given the length of the section, you should not list all product features.

Overview Image

This image will be the first major visual representation of your product. This image should be a screenshot from a product or a screenshot(s) displayed in the appropriate device frame(s).

Choose screenshots that have large, visually compelling, easily recognizable elements on the screen. As the screenshots will display at a relatively small size, users generally won’t be able to identify smaller elements and screens that are mostly text will be both illegible and lack impact.

The overview image will display at a maximum of 330 px in height x 500 px in width. If you submit a larger image, the image will be scaled down to fit the maximum space allotted. If it is smaller it won’t be scaled up. We recommend that you submit an image sized as closely to the maximum as possible. The image should be readable when the image is displayed at that size without any scaling.

Embedded Video URL

Adding a video URL to this field will give you a “Watch Demo Video” button on your product page. When a customer clicks this button, the video URL you enter into this field will appear embedded into the page. Customers want to see your product and how it works. You should include screen captures here. Voice narration helps to keep viewers engaged.

Note that we can only embed YouTube or Vimeo links.


You should include several product screenshots that allow customers to see user flows through your application.


Choose screenshots that have large, visually compelling, easily recognizable elements on the screen. As the screenshots will display at a relatively small size, users generally won’t be able to identify smaller elements and screens that are mostly text will be both illegible and lack impact. If your solution is largely text-based, you may wish to choose another type of image for this section.

Use your product icon or company logo for this image. As the icon will already be displaying just above this section on the product page, repeating it here will not look good.

Business Benefits

The Benefits fields should be used to detail the main business benefits of your solution (as there is a separate section where you can describe product features in more detail.) These are value propositions, most often phrased in terms of the value a customer can drive in their business by using your product.

Your benefits will display on the overview page as in the below image.

Business Benefit Title

Titles for the benefits should be written as short phrases (approx. 2-4 words) beginning with a present tense verb. They should be phrased in terms of what impact a customer can drive in their business when they use this solution. Use sentence-style capitalization and do not include a period.

Your title should be more specific such as “Avoid Breach Notifications and Reputational Risk” and “Protect Sensitive Data from Unauthorized Users”

Don’t merely use “Save Time” or “Lower Cost” as your title. Many, many products also allow customers to do this.

Business Benefit Description

Captions are one to two sentences in length and ideally bring together “what” the customer will be able to do with this solution with “how” they’ll be able to do it and what impact this will have on their business. For example, “Increase communication within your team by using built-in collaboration tools, so you can shorten sales cycles and engage customers more responsively and effectively.”


Confuse value propositions with product capabilities or present the product as an end in itself. (e.g. “Enjoy Faster BI”)

Go too high-level. (e.g. “Achieve real business outcomes”, “Drive business improvements”)

Simply list a string of adjectives. (e.g. “Fast, Simple, Powerful”)


This section gives you room to outline the key features or functions of your solution. You
can use this section to describe technical capabilities or speak to key use cases. We require all product pages to include at least 3 feature fields.

The following fields can be found on the features tab.Expand each section below to learn best practices for this section.

Feature Title

For each feature, you will provide a title that gives a quick description of that feature for the user in plain English. Often, these titles will start with a present tense verb and describe the new capabilities a customer will gain by using your product. Titles should be kept brief, preferably 50 characters or less.

Don’t use feature names that are only one word. Ensure that the title of the feature is understandable to the user before they read the description.

Feature Description

Captions should be 3-4 sentences in length. They should give more detail about the product feature and indicate how it contributes to creating business value and provide a bit of detail around how your product works.

Feature Image

Feature Images will generally represent a screen from your solution, but illustrative diagrams may also be used to depict features at a more conceptual level. Images should not be text-heavy or merely serve the purpose of depicting text. Feature images are displayed at a width of 700 pixels.

Feature Characteristics

The benefit of this function is that it allows you to bullet point out several items under each feature.

Customers and Media

On the customers and media tab of the edit application screens, you’ll be able to add customer reference company logos.

Please ensure that you have permission from your customer to use their logo on your product page on our website.

Place a check mark next to the companies for which you would like logos to appear. If you do not see a logo here, send an email to our support team with the company and the logo you would like to add and we will add a new company logo for you.

On this screen, you’ll also have the opportunity to add media stories that feature your app. Just select the publication and add a link.

Featured customers appear on your product page like this:


On this tab, you’ll be able to upload white papers and data sheets and additional videos for customers to view on the resources tab of your public listing.

On the public version of your listing, the files will appear embedded within the resources tab like the below:


On this page, more information about your company is displayed.

You can edit the following information by clicking your name in the upper right corner, then manage company, the company settings, then click edit profile

Your company’s logo will be displayed here to identify you as the publisher of this solution.

Please provide a copy of your logo in .png format of at least 180px in width.

Company Overview

You can provide a short description of your company here. Use this space to establish your company as a trusted vendor for potential customers. You can do this by referencing things such as your company history, your existing customer base or any awards or recognition that you have received.

Your company description should be no longer than 600 characters in length.

Other Details

In addition to a logo and some summary text, you will also be asked to provide additional details about your company, such as your website URL and contact information.

What’s Next?

Push the publish button and someone from our team will review shortly.