Anna Heidecker, Account Supervisor, KERN (an Omnicom Agency)
Ginger Shimp, Marketing Director, SAP America
Relevancy is a word that is thrown around a lot in the marketing sphere, but it’s a constant battle to adhere to it in day-to-day application.
With 19 industries to cover, the team at SAP had a dogged pursuit of that relevancy that got them through an extensive content marketing campaign. Covering not only individual topics that would appeal to each and every one of those 19 industries, they also considered the medium by which each customer might want to absorb the content.
With such a massive campaign, being aligned and bought-in with different teams – both vendor and in-house – was crucial to make this an evergreen, transformative effort.
This session will focus on:
- How to set up expectations and gain initial buy-in
- Understanding the agency perspective
- Communicating clearly with all stakeholders throughout the process
- How to keep the customer top of mind throughout the chaos