The Challenge: Changing C-Levels
I managed an organic marketing campaign to introduce a cloud partnership between SAP and Hana to CEOs, CFOs, and CTOs at potential client companies. Each audience had vastly different concerns and challenges getting buy-in for this $1M+ migration.
The Solution: Speak Peer-to-Peer
I interviewed key stakeholders in biz dev, finance, and tech at SAP and Hana and distilled their perspectives into a series of blog posts published in their names. This ensured they were speaking in their own voice to peers in prospective client organizations. I found forums where C-level decision makers were discussing cloud computing and commented with links to the blog posts when they fit the conversation organically.
The Results: We Fit Right In
Guerilla marketing and authentic content directly connected subject matter experts to potential decision makers better than traditional marketing channels.
