Ursula Ringham (pictured at top) is head of global influencer marketing at SAP. In advance of her keynote presentation at the ANA Influencer Marketing Conference — on November 20 and 21 in New York — she sat down for an interview with ANA group executive vice president Bill Duggan. Ringham shared insight into SAP's use of influencers to create affinity and demand, how she and her team measure the effectiveness of their influencer marketing programs, and why influencers are just as important for B2B companies as they are for B2C businesses.
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