Unlocking the Potential of B2B Influencers with SAP's Ursula Ringham

Description

What role does influencer marketing play at one of the biggest B2B software companies in the world?

Find out as Ursula Ringham shares insights from her 10 years building an impactful program as Head of Global Influencer Marketing at SAP. In our conversation, she openly discusses the do’s and don’ts of working with influencers, why it’s important to protect their brand and yours, and how to measure impact.

Show Notes

Here are the key takeaways from our conversation with Ursula: 

1. How to leverage influencers for any industry: Learn how you can utilize the expertise of influencers to amplify your brand, even as a B2B company.
2. How to strike the right balance for your brand: Discover why and how to protect both the influencer’s brand, and your own, by allowing influencers to put your messaging in their own words.
3. How to measure impact and convince executives: Reach, impressions, and amplification can help evaluate your campaign’s performance, but it doesn’t stop there. Learn how to set clear KPIs, benchmark past views and clicks, and measure impact to satisfy your stakeholders.

Jump into the conversation: 

[06:01] How B2B companies should think about the word “influencer”

[09:22] Compensation and relationship-building with influencers

[11:15] Navigating influencer marketing on different platforms

[18:55] Determining KPIs and reporting metrics to measure the impact of an influencer campaign

[25:59] How to structure your influencer marketing team

[31:05] Where to start if you need to start small

[34:17] Heather and Steve’s takeaways from the episode