The Growing Influence of Influencer Marketing

Amisha Gandhi, head of influencer marketing at the software giant SAP, wanted to inject more value into the company's Leonardo Live event centered on digital innovation and transformation. She invited five top influencers to participate in the two-day conference, which took place earlier this summer in Frankfurt, Germany, and attracted 1,500 attendees, including C-level and senior digital executives.

The influencers, all expert in areas such as machine learning, the Internet of Things, and big data/digital analytics, led breakout sessions and formed mini-groups featuring CMOs and CIOs discussing how they're digitally transforming their brands. The quintet was also available to answer queries from SAP's customers about the company's products and services.

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