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sifatahmed
Jan 17, 2022
In Welcome to the Food Forum
If you’re new to this series, Inside B2B Influence is a podcast and video series that goes behind the scenes of B2B marketing and showcases conversations with industry experts on influencer marketing for B2B companies. We’re doing our best here at TopRank Marketing Blog to elevate the practice of growing influence within and outside of B2B brands to drive thought leadership, create demand and grow revenue. In Episode 15 of Inside B2B Influence, Justin Levy, (@justinlevy) Director of Social and Influencer Marketing at Demandbase (client) and I connected to help answer some key questions about working with influencers at a technology company. I’ve known Justin for many years and we’re both members of the esteemed Marketing Fitness Group on Facebook. His work with influencers goes all the way back to when he and Chris Brogan ran a marketing agency back in 2008. Justin has also been in leadership positions at Citrix (interview 2014) and ServiceNow and is a recognized pro when it comes to social media marketing. Highlights of this episode of Inside B2B Influence with Justin include: How influencers fit in the marketing mix at Demandbase Opportunities for B2B brands to work with influencers post-pandemic What makes a good B2B tech influencer The importance of growing influence for brand executives Advice for B2B marketers new to influencer marketing What should B2B marketers expect from an influencer marketing agency B2B technology and marketing influencers to follow Listen to episode 15 (Optimizing B2B Marketing with Influence) of the Inside B2B Influence podcast here: You can also check out the full video of my interview with Justin here: Transcript – Inside B2B Influence Episode 15: Optimizing B2B Marketing with Influence Tell us about Demandbase and your work there as Director of Social Media and Influencer Marketing Justin: The simplified version and what our customers purchase is account-based marketing software. That helps bigger customers identify the right accounts to go to at the right time with marketing that’s personalized for them. It’s not a spray and pray with a piece of content, it’s a focused piece of content that hits you at a right time in your buying cycle and that’s catered to your role. I own social media for the company as well as influencer marketing. I’m part of a broader content team and our content team is responsible for everything Colombia Phone Numbers List including social, influencers, our blog, our webinars, eBooks, video strategy, everything of that nature. Kind of end to end content cycle, even if there’s other people within the marketing team that are technically executing. Our demand gen team might execute the webinar, but we might help with the content angle or partner with them on the strategy or how to communicate that out through social. Where does influence fit in the marketing mix for Demandbase? Justin: It comes in different forms depending on what we’re doing at any given time. We engage influencers whether it’s at a point in time or through the development of a number of relationships. We like to put together and run long tail, long-term relationships and develop those. We are able to utilize those for a variety of different things, not just kind of transactional in the sense of what we need from them, but also help promote them and showcase them. We engage influencers whether it’s at a point in time or through the development of a number of relationships. @justinlevy Also when we have certain things happen like when we announced an evolution from account-based marketing to account-based experience. We recently launched our CMO, Jon Miller’s book, The Clear and Complete Guide to Account Based Experience. There are moments in time like that where we reach out to our influencers and also to a broader set of influencers. Not just those people that we’ve worked with in the past, but to a broader set where we think it will be of interest to them. Jon’s book is a 250- 260 page book, but it’s packed with data, insights, worksheets and information from various firms, analysts and other companies. That’s appropriate, not just for our technical term of an influencer per se, but that’s applicable to CMOs that other companies that maybe wouldn’t fall under what we would consider a social influencer, but they’re an influencer because they influence other people within their company and within their market. That book in this instance is really key for them to have. What opportunities have emerged for B2B brands to work with influencers out of this chaos and change that’s happened over the last year and a half? Justin: I think that you have to be creative with how you engage with influencers. Like, how you build those relationships and then the way that you bring them together almost to thank them or to do things to celebrate them. We’re starting to emerge from the pandemic and might start to see some of this again, but you might be at an event like Dreamforce and host an in-person get toget
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