Case study
Can a podcast cut through in the noisy world of enterprise IT?
downloads across major podcast platforms
views on YouTube
tech podcast in Europe
(Source: Feedspot)
SAP-themed podcast
(Source: Feedspot)
About the client
The UK & Ireland SAP User Group (UKISUG) is a not-for-profit that brings together members from nearly 700 businesses that use software from SAP, helping them share knowledge and get more value from their technology. UKISUG wanted to better engage its vibrant community and raise its profile as a go-to source of insight in the SAP space.
Challenge
With a community of 6,500 SAP users spanning CEOs to data analysts, UKISUG needed a way to deliver content that resonated across all seniority levels and job functions. The challenge was to create engaging, accessible insights that kept the community informed, connected, and coming back for more.
The SUGTalks podcast delivers valuable and insightful content to our members, so we are extremely proud that it has become one of the leading SAP podcasts available today. It’s an achievement that simply wouldn’t have been possible without Spark’s expertise, support and creativity in this area.”
Craig Dale, Chief Executive, UKISUG
Action
Spark develops and produces ‘SUGTalks’, a bi-weekly podcast that tackles the topics SAP users care about most. We manage the full production process, from planning topics and scripting intros, outros and questions, to securing guests and promoting episodes across social and owned channels.
By turning complex SAP and IT themes into clear, accessible conversations, we ensure content lands with everyone from analysts to executives. Episodes dive into timely issues to resonate with the community, ranging from AI and cloud to analytics and change management. We also schedule regular mental health-focused episodes with the user group’s wellbeing partner.
We’ve also secured interviews with senior IT and business leaders from the likes of Heineken, Britvic, Warburtons and Boots. Our insight-led planning and consistent, high-quality delivery help SUGTalks cut through the noise and become a trusted platform for SAP users.
Impact
SUGTalks has become the leading SAP podcast in the UK and Ireland, with over 100 episodes, 13,000+ downloads, and thousands of YouTube views. It has positioned UKISUG as a credible voice across the SAP community, driving ongoing engagement with members and helping build a reputation as a go-to source of insight and thought leadership.
