Break Down B2B Silos and Lead with Data to Drive Marketing Performance

@eriklindstrom @tnatzke
Break Down B2B Silos and Lead
with Data to Drive
Marketing Performance
Digital Summit Detroit 2019

Who Are We?
Erik Lindström Futral Tatiana Natzke
Social Tribe: VP, Client Services
@tnatzke
Social + digital expert, world traveler, leading with
empathy, CX advocate, baker of chicken pot pies.
SAP: Regional Engagement Lead, Digital
@eriklindstrom
Analytics-obsessed, engagement-driven tech
enthusiast, geek, strategic leader, [Grateful] Dead
head.

What is SAP?
Systems, Applications, Products
• Market Leader in enterprise application software
• € 24 billion revenue, 425K customers,
96K employees, 47 yrs old
• Our customers produce over 82% of the coffee and
tea we drink each day.
• 80% of the sports and entertainment organizations
of the Forbes Global 2000 are SAP customers.

What is Social Tribe?
Social Engagement Agency
• Specializes in social, content +
influencer marketing for enterprise brands
• Started in 2009, female owned and operated with
teams across North America
• Fun fact: team of self-proclaimed tech + analytics
nerds

Disclaimer
All knowledge, no pitch. We promise.
Use the hashtag #DSDET and take
lots of good photos #kthanks!
Ask questions after the session! We’re friendly

What’s Our Story?
Break Down Silos
Using Data + Analytics
Foster Collaboration in B2B Enterprise
Drive Audience Engagement

Challenge 1:
WTH is SAP
Leonardo?
How do you tell a story…
that’s only just begun?

WTH is SAP Leonardo?1
Machine
Learning
Blockchain
Big Data
Data
Intelligence
Internet of
Things
Analytics

Defining value articulation + constant
iteration
Limited case studies / proof points
Timeline constraints
No KPIs – starting from scratch New teams- no history together
Budget + resources
WTH is SAP Leonardo?1

Challenge 2:
Siloed Teams
What kind of rug will tie
the room together?

Not breaking down THIS kind of Silo…
Siloed Teams3

Content Marketing
Influencer Marketing
Lead Generation
Executive Comms
Erik +
TatianaDifferent Priorities
Different KPIs
Different Processes
Different Stakeholders
Siloed Teams3

Challenge 3:
Lack of
Analytical Rigor
Numbers mean
EVERYTHING.

Multiple technology + measurement
systems
Disparate KPIs, program by
program
Scattered reporting systems +
processes
No social KPIs- starting from
scratch
Lack of Analytical Rigor2

Our Approach
Lead with numbers
Make it personal
Focus on the audience
Let tech do the lifting

Used to leading with what
THE BRAND thinks is most
important.
Social = Car, Content = Gas
1
2
3 4
5
6
Content mix based on team
bias.
Social listening + trend
reports to respond to
marketplace shifts. Socially-optimized and
interactive content.
Ongoing content mix +
content flow feedback.
Launched an employee
blogging + content training
program.
Connect with mutually
beneficial resources.
Competitive content audits +
action plans.
Content
Marketing
7
Prove business impact to
leadership stakeholders,
beyond volume.

Influencer Marketing
Lack of processes +
structure.
New Discipline
Weave into daily channel
mix for deeper
authenticity.
Always-on Program
Customizing tech to measure
the best influencer
investments.
Tech Optimization
Many programs, complex
audiences.
Scattered
Reactive, not proactive.
Events Focused
Understand which
influencers to partner
with long term.
Better Decision Making
Communicate with
stakeholders to
prove ROI.
Business Impact

Lead Generation
Content
Processes Collaboration
More Leads
Business Impact
Reporting
Social Audience
Analysis
Interactive
Experiences
Lower
Bounce Rates

Topline Metrics
Audience GrowthIncrease in Engagement Rate Increase in Reach
305% 371% 132%

What Did We Achieve?
1 2 3
Internally
considered a best in class
program.
End-to-end program rooted
in ongoing, active strategy.
Measureable impact on key
topics: “intelligent
technology” + “design
thinking”.

What Measurements Really Matter?
Social Listening Who cares about your content and why? Growth will prove your key topics are buzzing.
Social Engagement
Does your social content resonate? And are people connecting with your brand? Are they
willing to take an action?
Web Traffic
Proves that likes and re-shares are not hollow or internal-only, and shows audience intent to
learn more, explore and discover.
Impact to Business
Demonstrates a direct line between audience touchpoints and bottom line impact, including
sales closed and revenue to the company.
Audience Growth
Is critical for growing to brand reputation, and allows you to measure how many people are
interested in engaging with your brand long term.

What can you do, starting tomorrow?
Submission Platform
Encourage people to participate, but equip them with the right support to do it properly and in
alignment with brand needs.
Topic Planning Blogging editorial calendar - plan ahead!
Secured Content
Stream
10+ steadily contributing teams and individuals. Cultivate a solid group of people who are
engaged and want to contribute long term.
Social Listening
Dashboard
Have you validated your content ideas and their angle? (right content, for the right audience, in
the right channel)
Web Analytics Gather data from social traffic into .com and integrate into routine reporting.
Business Impact
Reporting
Even social can have a positive impact on the bottom line - who knew ;)!
ACT on your Data
Sanity check, ask yourself: Are you able to access your data easily and in an actionable form to
actually have insights impact and steer your work?

Lesson 1:
Lead with your
Audience
They are the North Star.
They are the Holy Grail.

Lead With your Audience1
What keeps your buyers up
at night?
How can you make your
brand more relevant based
on their needs?
What content are they
interacting with?
What’s getting your brand
the best results?
This is about THEM,
not about YOU!

Lesson 2:
Good Vibes Only
Help me, help YOU.

Avoid one-hit wonders, and
focus on building long-term
partnerships.
Good Vibes Only2
Go the extra mile
to invest in strong, positive,
mutually beneficial
relationships
Establish open lines of
communication and feedback

Lesson 3:
Let your Tech
do the Lifting
It’s the wind beneath
our wings.

Let Your Tech Do the Lifting3
Widen Your Net
Don’t just stick with the same
old tools you’ve always had.
Do free trials, run test pilots!
Empower Your Teams
Don’t be the bottleneck.
Transfer knowledge, then
keep innovating!
Work Smarter, Not Harder
Find the right tech partners.
Map needs back from what’s
critical to executive
stakeholders.

Lesson 4:
Can’t Win
em’ All.
Learn to let go and
move on.

Can’t Win ‘em All4
Your collaborative stakeholders aren’t zombies that you can control.
Learn to listen, offer, and collaborate where it makes sense.
But if they’re not into it,
let it go!

Lesson 5:
Never Stop Learning
Test, learn + iterate

Never Stop Learning5
Test: using technology and data
to determine what’s really working
(and what’s not)
Learn: as your program evolves,
keep experimenting and testing new
ideas
Iterate: don’t be afraid to evolve
with your program, let the data and
collaborators guide your success!

Lesson 6:
Don’t Go at it Alone
Get help from experts.

Internal collaboration + external partners
FTW!!!
Don’t Go At It Alone6

Thank you!

Break Down B2B Silos and Lead with Data to Drive Marketing Performance

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Break Down B2B Silos and Lead with Data to Drive Marketing Performance

Similar to Break Down B2B Silos and Lead with Data to Drive Marketing Performance (20)

Recently uploaded

Recently uploaded (20)

Break Down B2B Silos and Lead with Data to Drive Marketing Performance