Using Influence marketing to establish Thought Leadership
Teradata is a global Big Data warehousing company that compiles consumer data from different sources and makes it ready for marketers and data scientists to analyze.
Using Big Data to improve the customers' experience is a relatively new and daunting concept even for the most experienced marketer. Lisa Arthur, Teradata Applications Chief Marketing Officer, needed a fast and relevant way to connect with marketers and share this new way of marketing. With Teradata Applications' support, Lisa decided to write a book, Big Data Marketing (Wiley), and educate marketers about the bottomline business benefits of a more analytical, data-driven approach to marketing.
Lisa, a thought leader in the marketing realm, needed to also establish relationships with the Big Data scientist community and show how marketers could tear down department silos and team together for revenue growth.
Social Scouters used our influence marketing skills to recruit thousands of influential marketers, business leaders, professors, data analysts and bloggers to share Lisa’s book with them. We introduced them to Lisa and sparked conversations about how to get started on this long term, data-driven marketing journey. We used Lisa’s new book to seed influential marketers and data analysts around the globe and get people talking about Big Data and how to gain marketing insights to improve the customer experience.
Our influence marketing work focused on:
At the end of our four-month project, we exceeded all of our guaranteed results:
Today, Lisa Arthur's thought leadership status continues to grow. On October 28th, 2014, the Direct Marketing Association awarded Lisa as "Marketer of the Year" for demonstrating outstanding innovation, leadership, and corporate and environmental responsibility.
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Lisa Arthur establishes a thought leadership position among established leaders and influencers in the Big Data field.
Social Scouters worked with influential bloggers to review Lisa's book, arrange a guest post and host a Twitter chat. Lisa was also invited to give the keynote address at a Silicon Valley technology conference.
After scouting influencers, Social Scouters built relationships with them and introduced them to Lisa and her book. Lisa connected with them and continues investing in these relationships today.
A few tweets from influencers.