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In this engaging webinar, Nick Bennett, co-founder at TACK, is joined by two influential marketing leaders—Brianna Doe, founder and CEO of Verbatim, and Vin Metano, founder of Creator Buzz. Together, they explore actionable insights and strategies to effectively leverage influencer partnerships for growth, awareness, and revenue generation in the B2B space.
Key Highlights:
1. Building Influencer Partnerships That Drive Growth
• Understand the importance of aligning your influencer partnerships with your business goals.
• Brianna shared how asking “What does success look like a year from now?” helps brands clarify their objectives.
• Vin emphasized the value of selecting niche influencers for deeper audience connections, especially in B2B.
2. Choosing the Right Influencers
• The panelists highlighted how understanding your audience’s habits is key—whether they engage on LinkedIn, TikTok, YouTube, or other platforms.
• Brianna discussed the importance of audience alignment, engagement authenticity, and platform strategy when selecting influencers.
• Vin pointed out the risks of focusing solely on follower count, advocating for a deeper look into engagement quality and audience relevance.
3. Micro vs. Macro Influencers
• The panel unpacked the ongoing debate, emphasizing that both approaches have unique advantages.
• Brianna noted the importance of understanding an influencer’s approach to community engagement over focusing solely on their follower count.
• Vin recommended a blended strategy, balancing macro influencers for broad awareness with micro influencers for targeted audience engagement.
4. Real Campaign Insights
• Brianna shared a candid case study where initial LinkedIn influencer campaigns for trial sign-ups underperformed. She explained how integrating influencers into a holistic, multi-touch campaign drastically improved results.
• Vin highlighted the importance of defining the right audience early, sharing a lesson learned from a campaign where audience misalignment limited user sign-ups.
5. Opportunities in B2B Influencer Marketing
• The conversation shifted to the untapped potential in B2B influencer marketing, with Nick stressing the importance of integrating influencer campaigns into broader go-to-market strategies.
• The panelists discussed the need for deeper partnerships between brands and creators to foster authentic, long-term collaborations rather than transactional engagements.
Actionable Takeaways:
• Define Clear Goals: Start with measurable objectives that align with your business priorities, whether it’s awareness, sign-ups, or pipeline generation.
• Focus on Engagement: Prioritize influencers with authentic audience engagement over those with large but disengaged followings.
• Integrate and Scale: Incorporate influencers into a cohesive marketing strategy, leveraging their content across multiple channels for maximum impact.
• Track and Measure Success: Use unique URLs, social listening tools, and consistent communication with influencers to evaluate campaign ROI.
Closing Thoughts:
The panelists emphasized that influencer marketing in the B2B space is still evolving, and brands that invest in strategic partnerships will see compounding returns. For brands just starting out, they recommended focusing on smaller, targeted campaigns while building the case for broader adoption.
Want to Learn More?
Follow the panelists on LinkedIn for regular insights:
• Brianna Doe: Founder & CEO at Verbatim
• Vin Metano: Founder at Creator Buzz
Connect with Nick Bennett on LinkedIn for more resources on B2B influencer marketing. Watch the full webinar recording for additional insights and tips!
