How SAP Leveled Up Their B2B Podcast

Challenge

SAP wanted to create a single influential marketing resource to reach multiple business objectives. They needed to implement a process that would enable them to create a content destination to satisfy the interests of business leaders within many verticals and topics around technology.

Strategize

TopRank Marketing developed a podcast strategy that would enable SAP to deliver authoritative content drawing on the voices of influencers, industry experts, and internal executives. 

Customize

A content map was created for each episode to ensure it aligned with brand messaging and the season’s central themes. To make the solution scalable, a process was developed to identify, engage and activate influencers, as well as record interviews, produce podcast episodes, and publish and promote the podcasts.

Activate

The work TopRank Marketing put into planning made the production a breeze. Not only that, the content itself was richer, with multiple influencers per episode, and a topic-based, storytelling format that proved more engaging than a traditional interview-format podcast.

Impact

By operationalizing the podcast production, SAP coordinated multiple influencers across business units, creating an engaging podcast season that sparked a powerful audience response.

• 52M+ in potential reach from influencer shares
• 101% over industry downloads
• 66% increase in podcast downloads over the previous season

>Check out this interview with Ursula Ringham from SAP on B2B Influencer Marketing: