Stop The Scroll w/ Brianna Doe How ActiveCampaign Built a Winning Influencer Program + Tons of Tactics & Insights You Haven't Heard Before w/ Casey Hill | Ep 21
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.
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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
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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.