Stop The Scroll w/ Brianna Doe

In this episode of Stop the Scroll, host Brianna Doe interviews Katie Penner, Head of Sender Relations at Sendoso.

They talk about the Sendfluencer influencer marketing program she built. You'll learn how Bri approached building an influencer program focused on driving pipeline and revenue rather than just vanity metrics, tips for identifying and vetting the right influencers, and advice for marketers looking to launch influencer programs.

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Best Moments:

(04:09) Building meaningful relationships with influencers

(04:40) Building a micro creator community

(07:17) Creating trust and transparency in B2B influencer marketing with Sendoso

(08:12) Choosing influencers based on values and engagement

(09:49) Building authentic relationships with influencers

(11:01) Maximizing ROI through strategic marketing approaches

(12:47) Collaborative influencer program in B2B marketing

(13:25) Interactive and collaborative influencer programs in B2B

(15:56) Discussion on creative freedom and hands-on experience in content creation

(16:11) Balancing trust and control in influencer marketing

(17:43) Influencer marketing and trustworthiness in the LinkedIn community

(19:44) A real B2B influencer marketing example that succeeded

(23:44) How to improve your marketing campaigns

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Guest Bio:
Katie Penner is the Head of Sender Relations at Sendoso, where she leads the Sendfluencer influencer marketing program. Over her 3+ year tenure at Sendoso, Katie has held various roles in sales development, strategy, and marketing.

Company Bio:
Sendoso is the leading sending platform, enabling businesses to stand out with unique direct mail, eGifts, and brand messaging at scale. The Sendfluencer program partners Sendoso with business influencers on LinkedIn.

In this episode of Stop the Scroll, host Brianna Doe interviews Justin Levy, an influencer marketing expert, about strategies and best practices for B2B brands looking to get started with influencer marketing. They discuss how to build relationships with creators, influencer partnership structures, getting leadership buy-in on campaigns, and budget-friendly tactics.

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Best Moments:

(04:41) Strategies for identifying and establishing relationships with relevant creators

(05:55) Tiers of influencers and considerations for which to work with

(09:59) Measuring influencer effectiveness beyond just followers

(13:09) Getting leadership support for influencer programs

(19:46) Structuring longer-term influencer partnerships

(22:59) Creative low-budget influencer campaign examples

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Guest Bio:

Justin Levy - Head of Social Media Influencer Marketing and Community at ZoomInfo. 15+ years experience in influencer marketing. Named a top B2B marketing influencer. Author and speaker on influencer marketing and social media.

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From Me, Bri:

If this podcast is influencing the way you think about marketing campaigns and influencer marketing, PLEASE go rate and review Stop The Scroll.

This helps us bring on even better guests, land sponsors that help us to upgrade the podcast, and CLIMB THE CHARTS!

In this episode of Stop the Scroll, host Brianna Doe interviews social media strategist Christina Le about influencer marketing, specifically around budgeting and getting fair compensation. They discuss the differences between influencer marketing and creator marketing, strategies for negotiating rates, and building strong partnerships between brands and creators.

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Best Moments:

(02:50) The challenges of determining budgets and rates for influencer campaigns, especially in B2B

(05:38) Research strategies to benchmark pricing, such as asking creators directly what they charge

(09:59) The differences between influencer marketing and creator marketing

(13:04) Why some influencer campaigns succeed while others flop, even with similar metrics

(17:30) The importance of relationship building between brands and creators

(22:25) Ensuring women creators are paid fairly compared to men

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Guest Bio:

Christina Le is a social media strategist and content creator with over 8 years of experience, partnering with many of the leading brands in social. She has been the first dedicated social media hire for 5 companies, including 3 early-stage SaaS startups.

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From Me, Bri:

If this podcast is influencing the way you think about marketing campaigns and influencer marketing, PLEASE go rate and review Stop The Scroll.

This helps us bring on even better guests, land sponsors that help us to upgrade the podcast, and CLIMB THE CHARTS!

In this episode of "Stop the Scroll", host Brianna Doe shares tips for influencers on how to effectively partner with B2B brands. You will learn key strategies for consistent content creation, building engagement, establishing a unique point of view, growing a quality audience, and making yourself accessible to potential brand partners.

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Best Moments:

(00:24) Influencers need to commit to consistent content creation and posting cadence

(01:37) Engagement goes beyond vanity metrics — you need to spark genuine conversations and community that others can join in on

(02:27) Establish a clear perspective and point of view in your content that is both TRUE and UNIQUE

(03:13) Follower count isn't everything; build a CREDIBLE NICHE AUDIENCE

(03:30) Make sure brands can easily contact you about partnerships

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From Me, Bri:

If this podcast is influencing the way you think about marketing campaigns and influencer marketing, PLEASE go rate and review Stop The Scroll.

This helps us bring on even better guests, land sponsors that help us to upgrade the podcast, and CLIMB THE CHARTS!

In this episode of Stop the Scroll, host Brianna Doe gives content creators and influencers tips for when they look to partner with B2B brands. You'll learn about what marketers look for in influencer partners and why B2B influencer marketing is different from B2C. Listeners can expect to learn how to create an effective media kit to showcase themselves to potential B2B partners.

Best Moments:

(01:02) B2B and B2C influencers are not the same, and neither are the way they pitch themselves to brands

(01:34) The importance of having a media kit as an influencer

(02:00) Main sections to include in a media kit: bio, content pillars, followers, engagement rate, audience demographics, brand partnerships, rates
 
(03:50) Include recent brand collabs you've done

(04:41) Including your rates for partnership are up to you — here are some ideas of how to include them if you want that in your media kit

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From Me, Bri:

If this podcast is influencing the way you think about marketing campaigns and influencer marketing, PLEASE go rate and review Stop The Scroll.

This helps us bring on even better guests, land sponsors that help us to upgrade the podcast, and CLIMB THE CHARTS!

In this episode of "Stop the Scroll", host Brianna Doe discusses what influencers look for when partnering with brands on influencer marketing campaigns. You'll also hear how brands can effectively collaborate with influencers to drive results.

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Best Moments:

(01:04) Importance of setting clear goals and communicating them to your influencers

(02:44) Giving influencers creative freedom to experiment with content — they know their audience best

(03:43) Ensuring alignment between influencer values and brand values

(04:46) Providing influencers transparency and access to the product

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From Me, Bri:

If this podcast is influencing the way you think about marketing campaigns and influencer marketing, PLEASE go rate and review Stop The Scroll.

This helps us bring on even better guests, land sponsors that help us to upgrade the podcast, and CLIMB THE CHARTS!

In this episode of "Stop the Scroll", host Brianna Doe shares her best practices for B2B influencer marketing content creation. You'll hear how B2B and B2C influencer marketing differ — with B2B requiring a more educational, long-term approach focused on establishing subject matter experts as trusted thought leaders.

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Best Moments:

(00:55) Understanding the differences between influencer marketing in B2B vs. B2C

(02:12) Establishing influencers as experts vs. endorsers to build trust with B2B buyers

(03:18) Considering non-obvious social platforms beyond just LinkedIn for B2B audiences

(06:36) Creativity in B2B influencer partnerships beyond one-off sponsored posts

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From Me, Bri:

If this podcast is influencing the way you think about marketing campaigns and influencer marketing, PLEASE go rate and review Stop The Scroll.

This helps us bring on even better guests, land sponsors that help us to upgrade the podcast, and CLIMB THE CHARTS!

In this episode of Stop the Scroll, host Brianna Doe walks through how to build your first B2B influencer marketing campaign, step-by-step. You'll get tips on setting goals, choosing platforms, finding influencers, negotiating compensation, and more. This episode will give you a full framework for launching a successful B2B influencer program.

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Best Moments:

(00:05) Building Trust and Long-Term Relationships in B2B Influencer Marketing

(00:24) Building Your First B2B Influencer Marketing Campaign

(01:58) Setting Clear Goals and Aligning Messaging for Successful Campaigns

(03:10) Tips for Implementing B2B Influencer Marketing

(04:11) Steps to Successfully Engage with Influencers

(05:26) Tips for Collaborating with Influencers

(07:26) Tips for Running Your First Influencer Marketing Campaign

(09:50) Tips for Effective Marketing Campaigns

In this episode of Stop the Scroll, host Brianna Doe walks through how to build your first B2B influencer marketing campaign, step-by-step. You'll get tips on setting goals, choosing platforms, finding influencers, negotiating compensation, and more. This episode will give you a full framework for launching a successful B2B influencer program.

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Best Moments:

(00:05) Building Trust and Long-Term Relationships in B2B Influencer Marketing

(00:24) Building Your First B2B Influencer Marketing Campaign

(01:58) Setting Clear Goals and Aligning Messaging for Successful Campaigns

(03:10) Tips for Implementing B2B Influencer Marketing

(04:11) Steps to Successfully Engage with Influencers

(05:26) Tips for Collaborating with Influencers

(07:26) Tips for Running Your First Influencer Marketing Campaign

(09:50) Tips for Effective Marketing Campaigns

In this episode of "Stop the Scroll", host Brianna Doe discusses the importance of creative briefs when working with B2B influencers. She provides guidance on what to include in a creative brief, as well as tips for giving influencers creative freedom while establishing necessary parameters.

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Key Discussion Points:

- What is a creative brief and why it's crucial for B2B influencer campaigns
- Information to provide influencers upfront before sending the brief
- Sections to include in a creative brief
- Company website/social media links
- Brief company description
- Brand tone and voice
- Target audience and pain points
- Campaign objectives
- Channels
- Timeline
- Goals
- Call-to-action
- Deliverable do's and don'ts
- Tagging and disclosure
- The importance of giving influencers creative freedom within established parameters