Implementing a Global Influencer Marketing Program - Amisha Gandhi

Summary

This video shares the journey of building a global influencer marketing program from scratch at SAP. The speaker discusses the challenges of starting with no budget or resources and how persistence led to the successful creation of a B2B influencer marketing strategy. Key differences between B2B and B2C influencer marketing are explored, as well as the importance of building genuine relationships with influencers. The program emphasizes awareness, demand generation, and measuring business outcomes, while leveraging tools like Trapper and Sprinklr. The speaker stresses the value of long-term engagement with influencers and the role they play in influencing purchasing decisions in the tech industry.

Takeaways

• 😀 SAP's global influencer marketing program was built from scratch, starting with a blank slate and requiring persistence and strategic planning.
• 😀 Influencer marketing in B2B, particularly in tech, is becoming increasingly important for driving awareness and demand generation, though it involves longer sales cycles.
• 😀 The primary goal of influencer marketing in this case was to drive awareness and generate demand by engaging with tech influencers who have authority in the CIO and IT sectors.
• 😀 Unlike B2C influencer marketing, which often involves celebrity endorsements, B2B influencer marketing targets a very specific audience and often works with thought leaders, analysts, and industry experts.
• 😀 Influencers in B2B can be found across various categories, including analysts, journalists, academics, consultants, customers, and industry thought leaders.
• 😀 Building relationships with influencers is key; it's important to avoid transactional interactions and instead focus on creating long-term, value-driven connections.
• 😀 Tools like BuzzSumo, Tracker, and Sprinklr can help identify the right influencers, track their impact, and measure ROI beyond just impressions, focusing on leads and demand generation.
• 😀 Influencer marketing in B2B requires a targeted approach: understanding the buyer persona and knowing who they listen to and trust is critical for success.
• 😀 Early stages of the program involved running a pilot with the IT audience team to test the waters and refine the approach before scaling globally.
• 😀 Persistence is a key to success in influencer marketing, as some influencers require multiple touchpoints before they agree to engage or participate in campaigns.

Q & A

What is the main focus of the influencer marketing program discussed in the transcript?

The main focus is the creation of a global influencer marketing program from scratch, specifically targeting the B2B tech audience to drive awareness and demand generation, particularly within SAP's IT and product marketing sectors.

How did the speaker get involved in influencer marketing at SAP?

The speaker was initially in mobile product marketing at SAP, where they started working with mobile influencers. After a company reorganization, they pitched the idea of an influencer marketing program to senior leaders, and the role was created to oversee the program.

What role does persistence play in the creation of the influencer marketing program?

Persistence was crucial in securing support for the program. The speaker emphasizes the importance of continually pitching the idea to key stakeholders, even when there was no budget initially, and ultimately convincing leadership to approve the program at the last minute.

What is the key difference between B2B and B2C influencer marketing?

B2B influencer marketing focuses on a very specific, professional audience, typically within the tech and business sectors, whereas B2C influencer marketing involves a broader consumer base and often features celebrity influencers. B2B requires a more targeted approach with influencers who have authority within the industry.

What types of influencers does SAP focus on for its B2B influencer marketing program?

SAP focuses on a diverse range of influencers, including industry analysts, thought leaders, academics, authors, customers, partners, and independent business consultants who have established credibility and influence within the B2B tech space.

How does SAP differentiate between influencer relations and influencer marketing?

Influencer relations is primarily about building relationships with third-party experts to amplify brand awareness at the top of the sales funnel. In contrast, influencer marketing focuses on deeper funnel activities such as demand generation, nurturing leads, and driving conversions.

What strategy did SAP use to start its influencer marketing program?

SAP began with a pilot program focused on the IT audience, specifically targeting CIOs and IT-focused product lines. This pilot allowed SAP to test the influencer marketing approach before expanding it globally.

What tools does SAP use to identify and measure influencer success?

SAP uses tools like Traackr to identify influencers and track their engagement. Additionally, SAP leverages its internal technology stack, including Sprinklr, to help manage relationships and measure the effectiveness of influencer campaigns.

What is the importance of building long-term relationships with influencers?

Building long-term relationships with influencers is essential for sustained engagement and trust. SAP emphasizes creating 'always-on' relationships, where influencers are regularly checked in with, even if no immediate campaign is active, to maintain genuine connections.

What challenge did the speaker face when reaching out to top influencers?

The speaker faced initial rejection from some high-profile influencers who were hesitant to engage with SAP due to perceptions about the company's age and relevance. Persistence, along with offering valuable content and conversations, eventually helped secure meaningful partnerships.