ASUG is the largest enterprise software community in North America, serving professionals across highly technical industries, from AI and cloud to data infrastructure and edge-based computing. If your company falls under the utility, industrial manufacturing, pharmaceutical, or automotive verticals and uses SAP, there’s a high likelihood you’re an ASUG member.
With such a varied audience, I had a lot of opportunities for content direction, but that didn’t mean everything was worth saying. The real challenge was understanding what different audiences actually cared about, finding the right ways to reach them, and turning that attention into deeper engagement.
I examined the different audiences, content mix, channels, and business goals collectively. Performance data showed me where we were attracting attention, while audience insight helped me understand just exactly how people were behaving once they followed an action.
It was important for me to understand the different people within each audience — their industries, interests, challenges, and the topics that were most likely to address their unique needs.
Enterprise technology is a complicated world. I developed a strategy across webinars, whitepapers, case studies, podcasts, social, and other channels to make complex ideas easier to understand — and more interesting to the people they were actually meant for.
With 300+ large-scale enterprise events on the annual calendar, there were opportunities to engage potential and existing members before, during, and after every event. Rather than treating each moment as its own campaign, I connected promotion, on-site experiences, content capture, and post-event engagement.
Hypotheses are nice entry points to solving a problem, but what are the results? What are people actually responding to? I used campaign and channel performance to refine content, targeting, and calls to action before moving on to the next campaign.
The best ideas usually don’t come from looking at one business unit in isolation. I worked across research, product, acquisition, sales, and partner teams to connect audience insight with larger organizational goals.
I created partner campaigns around case studies, e-books, software releases, and other high-value content — giving partners another way to reach their audiences while creating opportunities for engagement and pipeline development.
My strategy wasn’t about optimizing one channel in isolation, but, rather, seeing how everything connected. A social post could lead someone to a piece of content. That piece of content could lead to an event registration. An event could create the next story. Each touchpoint played a much larger role.