In this episode, host Brianna Doe interviews Nick Bennett, founder of Tack, a marketing and media firm, to discuss the growing role of B2B influencer marketing, the creator economy, and the future of brand-influencer partnerships.
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Best Moments:
(01:22) How people-first go-to-market (GTM) strategies tie into influencer marketing and build stronger connections between brands and their audiences
(05:02) How to maintain authentic relationships with influencers while driving business results
(09:47) Why micro-influencers are key to successful B2B marketing campaigns
(21:26) Differentiating between creators and influencers and why audience engagement matters more than follower count
(27:14) Setting fair rates for influencers in this range and ensuring value for both sides
(32:17) Why the industry needs more matchmaking services between B2B brands and influencers
(32:46) A preview of Nick’s upcoming book, which explores the future of influencer partnerships in the B2B space
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Guest Bio:
Nick Bennett is the founder and co-founder of Tack, a marketing and media firm specializing in B2B influencer marketing. A strong advocate for people-first go-to-market strategies, Nick also serves as an advisor for Limelight, a B2B influencer marketing platform, and is the author of an upcoming book that provides insights on how B2B brands can effectively partner with creators and influencers to drive revenue and business impact.
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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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