Welcome to the 3rd episode of Inside B2B Influence: What’s working and what’s not inside the world of B2B Influencer Marketing. Each week we feature an interview with a B2B marketing insider on all things influence and a deeper dive into the insights found in the 2020 State of B2B Influencer Marketing Report.
In this 3rd episode of Inside Influence you are in for a treat: A discussion with the force of nature and client of TopRank Marketing that is Ursula Ringham, Head of Global Influencer Marketing at SAP.
Ursula leads the Global Influencer Marketing team at SAP in collaboration with the entire SAP product portfolio to create innovative content with trusted external voices to build brand awareness and create pipeline. She is also an accomplished storyteller, author, creator, influencer marketer, digital innovator, social media maven, champion of girls education, and self described “outdoor sports freak”.
Our Inside B2B Influence conversation covered a variety of influencer marketing topics including:
The key components of influencer marketing operations
The importance and application of influencer marketing software
An influencer marketing case study featuring an SAP podcast
Advice for marketers that want the benefits of influencer engagement but are hesitant to commit
What B2B brands can expect if they hire an outside agency to help with influencer marketing
What B2B marketers should watch out for when working with influencers and influencer programs
Rising influencer stars in the B2B tech space
Check out the full interview podcast here:
Here are a few highlights of our discussion with a video of our full interview below.
77% of all the world’s revenue transactions go through an SAP ERP system, so we’re probably the biggest company in the world that you use every day, but you don’t know anything about it.
Of course most people in the marketing world know you, but for those that don’t, can you share a bit about the work you do at SAP?
Ursula: Sure. I work at SAP and if people don’t know what that is, SAP is one of the largest enterprise software companies in the world. 77% of all the world’s revenue transactions go through an SAP ERP system, so we’re probably the biggest company in the world that you use every day, but you don’t know anything about it. What I do is I manage our global influencer marketing program where we collaborate with trusted voices that influence customer decisions. What we like to do is collaborate with them to tell the story of how SAP makes the world run better and improve people’s lives.
Your contribution to the 2020 State of 工作职能邮件数据库 B2B Influencer Marketing Report on influencer marketing operations was really important because I think a lot of people don’t think about all the behind the scenes work that goes into an effective program. What are the key components of influencer marketing operations that marketers should know about?
Ursula:The operations part of influencer marketing is so important. I think when you’re just starting with an influencer program, you’re just like, okay, where do I begin? You know there are people you need to research with a large social following, but that’s the wrong approach. You’d have to start with your strategy.
You also need some tools to help you. There are different influencer relationship management tools that you can use such as like Onalytica or Traackr which are more for the enterprise. These are also tools that are going to help you with tasks. For example, when we work with other teams at SAP, the very first thing we do is we have them fill out a form about the audience demographics, what success looks like, and the buyer persona.