Sprinklr and TopRank Marketing Bring Product Marketing to Life with an Influencer-Driven Masterclass Event

Challenge

Sprinklr, a top enterprise software company known for its Unified-CXM platform, sought a marketing team that could help it expand its customer base beyond large established brands to smaller enterprise social media teams. While Sprinklr’s out-of-the-box Social Self-Serve Plan met these standards, competitors had already gained a foothold in the social space, presenting the challenge of gaining traction with these new audiences.

Analysis & Insight: 

Product launches must inspire and deliver a clear value proposition, especially in today’s technological landscape where nearly every product is heralded as the next big thing. In the already crowded social media management space, we recognized that Spinklr needed more than hype for its Self-Service Social Plan. They required authentic voices to educate their audience, build credibility, and humanize the brand—all through engaging, visually compelling content.  

With over two decades of B2B enterprise expertise, TopRank Marketing knew that crafting a lasting, impactful social media campaign required more than just strong execution—it needed genuine thought leadership from today’s most influential voices. Subject matter experts, employees, and customers—all influencers in their own right—could play a role in bringing this product to life and reaching new audiences. 

Strategy: 

With a goal of elevating key social KPIs such as reach and engagement, while driving product trials and increasing virtual attendance for Sprinklr’s Social Self-Serve Plan events, TopRank Marketing and Sprinklr launched a B2B social influencer program. The campaign was headlined by Socialverse: a documentary-style masterclass featuring prominent social media influencers.

Leveraging existing relationships and industry credibility, TopRank Marketing guided Sprinklr through the influencer selection process, securing powerhouse thought leaders Jay Baer, Ann Handley, Mari Smith, and Paul Roetzer to lead a cast that included internal experts and customers from Sprinklr who would be key for adding relevant insights.

With a lineup of star-studded influencers secured, TopRank Marketing and Sprinklr hosted a virtual briefing and provided a detailed overview of the schedule, answering key questions and setting expectations for the upcoming event. Following the briefing, TopRank worked closely with each influencer to coordinate their live in-person shoots, while Sprinklr’s team led video production and creative design efforts to ensure a seamless and impactful experience.

On June 30th of 2023 (Social Media Day), this fully integrated program brought together influencers, the brand, customers, and employees to amplify event messaging cohesively across all social channels,. Following launch, the theatrical run of documentary episodes were extended to give them a chance to gain traction via word of mouth and additional social promotion.

No documentary would be complete without extra features. To add a touch of humanization and give audiences a behind-the-scenes look, influencers allowed Sprinklr to promote a blooper video on brand owned social channels. 

As an added bonus, Sprinklr partnered with the American Marketing Association, offering credits to attendees. 

Results: 

The Sprinklr Socialverse campaign showcased the impact of B2B influencer marketing on a global scale, reaching over 5,000 event registrations from audiences in North America, EU, Asia-Pacific and the Middle East.

Thoughtful, data-driven promotion of the marquee social event provided high-impact results, as a combination of organic and paid messages reached over 23.4 million people and drove nearly 100,000 engagements. Targeted outreach was equally powerful, exceeding their benchmark in accounts reached and Marketing Qualified Leads, which ultimately contributed to significant new Annual Recurring Revenue.

Celebrated internally as Sprinklr’s “Campaign of the Year,” the success of Socialverse not only paved the way for a thrilling second season — rebranded as CX-WISE, and premiering on September 10, 2024 — but also earned a 2024 Content Marketing Award for Best Use of Influencer Marketing for its impactful first season.

A successful influencer marketing campaign demands strategic expertise, meticulous planning, lasting relationships, and pinpointing the perfect voices to elevate your brand. Let us bring these elements together to help you create impactful, lasting results. Connect with us today to learn more.