In this episode, host Brianna Doe welcomes Casey Hill, the Senior Growth Marketing Manager at ActiveCampaign, to discuss building an influencer marketing program from the ground up.

=========================================

Best Moments:

(01:16) Casey shares insights into how he started building ActiveCampaign's influencer marketing program

(02:03) He explains the compensation model they used, involving cash, affiliate commissions, and free software accounts

(04:12) Casey discusses some challenges they faced, such as assuming all audiences were identical across channels

(06:23) He talks about the importance of understanding what the influencer can control in terms of driving conversions

(08:34) Bri asks if ActiveCampaign required influencers to have used their product before partnering with them

(11:22) Casey shares his perspective on the importance of building long-term relationships with influencers

(13:14) Brianna asks about the size of ActiveCampaign's marketing team

(15:40) Casey discusses the challenges they faced with influencer marketing platforms and finding relevant influencers

(19:46) He differentiates between performance-oriented, asset promotion, and brand awareness campaigns

(26:45) Casey explains their approach to negotiating with influencers, focusing on bundling deliverables rather than just negotiating the price

(30:47) The importance of building long-term relationships with influencers

(33:12) Casey shares an interesting trend he's observed with brands boosting influencer posts

(35:37) Brianna highlights the value of renewing contracts and building long-term partnerships with influencers

=========================================

Guest Bio:

Casey Hill is the Senior Growth Marketing Manager at ActiveCampaign, a SaaS solution for personalized email marketing, automation, and sales engagement. He has been instrumental in building ActiveCampaign's influencer marketing program and shares his insights and learnings from the process.