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Amy Hatch: Engaging Customers with Content

In this interview, our host, Kevin Benedict interviews Amy Hatch, Global Head of Content Marketing at SAP Customer Experience. Amy shares her valuable insights on customer engagement, communication, and agility in content generation and the importance of personalizing content.


Highlights of the Interview

Customer Engagement and Communication
Prospective customers consume your content before coming to the table to make a deal with you. This means that their engagement with your content across various channels is crucial. Consistency is also key. Business interaction with consumers must follow a unified message, irrespective of which stage of the buying cycle the prospect is at.


Need for Agility in Content Generation
In today’s constantly transforming business world, marketers have to be agile in the creation of content. A content map is absolutely necessary, and it should be flexible enough to account for unanticipated prospect/customer needs without a hitch.


Importance of Personalized Content
Personalized content exponentially increases customer engagement. Customers won’t engage with a brand unless it’s on their own terms. A personalized customer experience is a truly impactful one. And that’s something all brands should strive towards.



At SAP, the company's purpose revolves around enhancing global operations and enriching lives. Their commitment lies in continuous innovation to help customers run at their best. SAP is committed to helping every customer become a best-run business. They engineer solutions to fuel innovation, foster equality, and spread opportunity across borders and cultures. Together with their customers and partners, they aim to transform industries, grow economies, lift up societies, and sustain the environment.


Software Development


Walldorf, BW

Amy Hatch: Engaging customers with content