Partner Spotlight with Raffaella Pierpaoli from Intarget: the mastermind behind content and social strategy

Jaimie Selwa

June 20, 20234 min read

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Tell us about yourself

My name is Raffaella Pierpaoli and I’m the Head of Content and Social at Intarget. I spent most of my career in Digital Marketing and Social Media Marketing, working for both clients and agencies.

A couple of years ago we created our vision of content marketing to align perfectly with our positioning as a “customer journey agency”. We aim to delivery our clients the best content, in the right place, at the right time. At that time, I became the Head of Content.

Tell us about Intarget

For more than two decades, we have been supporting companies operating in business and consumer markets. Together with them, we built and continue to build effective and measurable brand strategies along the entire customer journey. In fact, each brand objective has a dedicated team of Intarget professionals ready to achieve it with commitment, thoughtfulness, and timeliness.

All our consulting is built around data, which provides the basis for plans that guide marketing decisions in an integrated flow to achieve maximum effectiveness in terms of results. Because our customers belong to very different sectors, we take a targeted approach to innovating. Fashion and luxury are very important to us, as are manufacturing, finance, retail, pharmaceuticals, and more.

What is your role at Intarget?

I belong to a team of more than 30 people including Creative Strategists, Copywriters, Art Directors, Social Media Managers, Influencer Marketing specialists, UX specialists, and the Content Production crew. 

Our idea of ​​content considers all touchpoints, physical and digital, from both an organic and a paid perspective. To create relevant content, it is necessary to collect information on the brand (objectives, positioning, values, and perception by users), on the audience of each touchpoint, and on the features of each touchpoint.

To do all this, and produce increasingly personalized content, you need information about users, their behavior in relation to the content, and you need an integrated reading of this information. There are many channels, but the user is always the same. That’s why we decided to partner with Sprinklr!

In your opinion, what are the key benefits or advantages to partnering with Sprinklr?   

For us, as a strategic consulting partner, the main benefits are to gather as much information as possible about the customers of our clients, to position our offering on social measurement and reporting at a very top level.  Moreover, the guarantee of bringing to our clients a leading solution that quickly implements any new feature or new social media.

What specific features or aspects of our product/service have impressed you the most and why?  

The features that have impressed me most include the full coverage of any possible interaction with the clients, from earned media, to paid media, to direct messaging through easy to read.

Can you share any specific results or outcomes you have achieved as a result of partnering with Sprinklr?

We need access to real time data. It’s so important for us to have data available on demand. Each week we conduct insight overview sessions to get content insight that can be quickly transformed into actions on contents to be developed for the coming weeks.

What about Sprinklr sets us apart from others you have tried or considered?

The very distinctive Sprinklr feature is the possibility to get a complete view on the client, gathering information from any touchpoint, and connecting all dots.

How would you describe the overall value you have experienced with partnering with Sprinklr?

For the client, the guarantee of a solution that can accompany their digital growth. 

For the agency, the possibility to position our offering on social measurement at a very top level and working with very professional people.

Could you share a specific incident or story where our product/service made a significant impact or exceeded your expectations?

Need: measuring the brand consistency on a specific topic. We decided to adopt as a KPI the reach and engagement of contents belonging to that topic. Thanks to Sprinklr we could tag the content and adjust the reports to add that specific insight.

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