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

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. 

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

Continue the conversation with these resources: 

• This blog on Seismic.com, Women of Influence in Asset Management, is an example of B2B influencer marketing in the wild. Check it out! 
• See how Reach plc uses Seismic to measure the influence of their content on revenue generation in this video. 
• The best and brightest go-to-market leaders flock to Shift, Seismic’s annual user conference. Join Go-to-Market Magic there October 23-26 in San Diego, CA. Learn more here!
• Learn more about Go-to-Market Magic at gotomarket-magic.com.