Sarah Goodall is the Managing Director of Tribal Impact. She has spent 20+ years in B2B Marketing, most recently leading social business for SAP in Europe, Middle East and Africa. Sarah’s approach to social media marketing is a little different. She passionately believes that social strategies now need to focus around conversations. People talk to people. Not logos. It’s time to put employees in the front of the logo. During her time at SAP, she trained over 3000 employees to become social advocates for the business. SAP is now globally recognized as one of the most socially active organisations in the industry. When organisations link social advocacy to their inbound marketing strategy, they are able to realise the benefits associated with employee generated content, inbound lead generation and reduced paid media costs.