In the world of B2B sales and enterprise technology, creating genuine connections with decision-makers is challenging. But what if instead of trying to go viral or flood your channels with content, you zoomed in way in?
That’s exactly what Panasonic Toughbook did.
In our latest podcast episode, we sat down with Birgit Raes, a top sales enablement specialist at Panasonic, to uncover how she and her team built a hyper-targeted employee brand ambassador program,
resulting in 22 meetings
booked with their most valuable prospects.
What Made This Program So Different?
Most companies launching advocacy or ambassador programs go broad. They chase impressions, likes, and “reach.” But Birgit and her team flipped that approach on its head.
Instead of asking all employees to become advocates, they started with just five experts,
people who were already credible voices online and had a natural presence on platforms like LinkedIn.
And instead of pushing content to a wide net of leads, they narrowed in on just 25 key accounts. That’s five ambassadors, each focusing on five high-priority clients.
Why It Worked
The magic of this initiative wasn’t scale, it was relevance.
Each ambassador created or shared tailored content that resonated deeply with their target segment. Since they were already trusted and established in their field, their posts didn’t feel forced or corporate, they felt authentic.
This razor-sharp alignment between:
- the ambassador’s voice,
- the client’s challenges, and
- the content’s value
meant that decision-makers paid attention.
The result? 22 booked meetings from just 25 targeted accounts. That’s not just ROI, that’s precision marketing at its finest.
Key Takeaways from the Episode
- Start small, start smart: Not everyone in your company needs to be an ambassador. Focus on the ones already speaking the language of your clients.
- Depth over breadth: Likes are great, but conversations with the right people are better. Aim for business outcomes, not just brand awareness.
- Content that converts is personal: When your employees speak authentically and insightfully about client challenges, you build trust before you even make a call.
Want to Learn the Full Strategy?
Birgit breaks down exactly how they selected the right ambassadors, how they briefed them, and how they tracked success without relying on vanity metrics. If you're building (or rethinking) your ambassador program, this episode is a must-listen.
🎧 Listen to the full episode now: https://open.spotify.com/episode/00juuZ0InBkRgfLiJd48ez?si=VH6LFLZ5Sj2K3nnTwLDLLQ
