In this festive episode of Stop the Scroll, host Brianna Doe teams up with Mason Cosby, host of the Scrappy ABM podcast, for a special Christmas collaboration. They explore the intersection of account-based marketing (ABM) and influencer marketing in the B2B space, sharing strategies, insights, and examples of holiday campaigns.
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Best Moments:
(01:05) Example of Super's influencer marketing campaign with custom Christmas sweaters
(02:19) Aligning influencer audiences with brand goals
(03:55) Importance of understanding brand goals before selecting influencers
(05:52) Transitioning from transactional to long-term influencer partnerships
(09:41) Methods for finding influencers that address target audiences
(13:07) Discussion on the ethics and effectiveness of using influencers' accounts for outreach
(15:27) Importance of maintaining authenticity in influencer content
(19:27) Ideal placement of influencers in ABM programs
(21:22) Comparing ROI of influencer marketing to performance marketing
(23:00) Integration of paid advertising and influencer marketing
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Guest Bio:
Mason Cosby is the host of the Scrappy ABM podcast and an expert in account-based marketing. He shares insights on integrating influencer marketing with ABM strategies and discusses the challenges and opportunities in B2B influencer partnerships. Mason brings a unique perspective on aligning influencer audiences with target accounts and measuring the success of influencer campaigns in the B2B space.
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The Secrets to Thriving Creator-Brand Partnerships
If you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.
Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.
To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!
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