Acting on Insights: Driving Audience-First Marketing at SAP

There was research everywhere, yet nowhere. There were so many personas, but they couldn’t be reused for other lines of business. The challenge was clear: how does a large company like SAP transform marketing decision-making to be audience-centric?

Join Cheri Hulse to discover how audience research and insights can be infused into businesses of any size.

In this session, you’ll learn:

• How to develop buyer personas and journey maps, and have marketers leverage those insights in their day-to-day work
• The critical areas for research to show up in marketing activities, like planning and content
• How to enable internal teams to act on research and insights