Moon at Dawn

I spoke to Casey Hill who shared so much actionable insight into conducting different types of B2B influencer campaigns.

This episode is jam-packed with real-life learnings, so if you’re looking for inspiration on how to conduct B2B Influencer marketing campaigns, here are key takeaways you’re going to get from our conversation.

• The consideration for your product and how your influencer strategy should reflect the accessibility to using your product
• His learning on using a hybrid compensation model
• The core challenges and benefits of his different payment structures
• How to make your influencer program a win-win
• Why he is bullish on long-form content creation with influencers
• His focus on asset promotion
• How to use bundling when negotiating with an influencer
• Caution around a full commission model
• He spoke about influencer marketing’s nemesis, tracking
• How B2B influencer marketing is in a transition phase

Chris interviews Michelle Teo, the founder of Demand Conversion, a growth marketing agency for B2B SaaS companies. We delved into various aspects of applications in go-to-market motions for different types of clients, we talked about lots of broad conversations like the role of brand, using influencers to drive performance, remuneration, tactical considerations plus a ton more!

5 things you’ll learn.

• The Strategic Role:      We discussed how influencer marketing fits into the go-to-market      strategies of B2B companies, emphasizing its importance in building trust      and delivering key messages to target audiences.
• Influencer Marketing      for Conversion Goals: We discussed how influencer marketing can be      particularly effective for product-led growth (PLG) motions, especially      for companies with lower ACVs.
• Collaboration      Channels: Michelle highlights the key channels she uses when working with      B2B influencers. LinkedIn, YouTube, newsletters, and podcasts are her      stable go-to channel mix.
• Creating Effective      Campaigns: It starts with a strong briefing process and understanding the      influencer's working style and tailoring specific talking points to align      with their clients campaign goals.
• Incentivised      Alignment: Campaigns performance better when all parties are aligned with      the incentivises being shared.

Favourite quote - "Fundamentally, I see influencer marketing as a channel where you can deliver the key messages that you want your target audience to hear.”

Traditional PR is dead for B2B businesses

I spoke with Michelle Urwin, VP Marketing at Skai and she shared her views on how they stumbled upon a very successful influencer formula.

Key takeaways.

• How their influencer program was inspired by an industry culture here in Ad Land UK
• How a simple format can be very effective
• How they plan to scale their program
• The role of measurement
• How PR will be rolled into influencer programs

Creator product fit.

Finding and partnering with creators that can influence your future buyers is easier said than done.

I spoke with Jay on how he goes about finding, testing and collaborating with creators to help promote his podcast start-up SummAlze.

This is the second time I have spoken to Jay on a podcast, and two themes formed our conversation.

Process-driven B2B Influencer Marketing and creator product fit.

In this episode, you’ll learn the importance of systems and processes when working with creators and influencers and the exact methods Jay adopts for his creator program.

Jay shares his specific breakdown and the end-to-end process he has for working with creators.

Jay was bullish on the ROI and impact of his creator programs, he shares how he reaches out, compensates and measures his creator programs, whilst sharing how you can get started for free!

Cognism has been leading the way with a content-led marketing machine for the last few years, and VP of marketing Liam Bartholomew shares their secret sauce on how they think about influencer marketing.

In this episode, you’ll learn…

• The role of influencers in their wider GTM strategy
• How do they define and differentiate between SMEs and influencers
• What Cognism look for when working with influencers
• How to scale relationships
• The importance of making selected relationships formal
• How to entice influencers to be apart of your network
• How to start with no budget
• The opportunities in influencer marketing
• And how they are futureproofing their influencer programs