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B2B Influencer Partnerships: A Deep Dive with Sendoso's Katie Penner | Ep 12
May 28, 2024
Katie Penner, Head of Sender Relations at Sendoso, shares her insights on building impactful influencer marketing programs. She discusses the shift from vanity metrics to generating revenue and pipeline. Katie emphasizes the importance of choosing influencers who align with brand values and fostering authentic relationships. The conversation highlights strategies for maximizing ROI and the need for trust and transparency in B2B collaborations. A real-world success story exemplifies effective influencer partnerships in action.
23:43
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Quick takeaways
- Building long-term relationships with influencers who genuinely believe in a brand enhances authenticity and audience engagement in B2B marketing.
- Setting realistic goals and utilizing tracking metrics is essential for driving accountability and connecting influencer activities with revenue outcomes.
Deep dives
The Importance of Long-Term Relationships in Influencer Marketing
Building trust with an audience is essential in influencer marketing, particularly in B2B sectors. Long-term partnerships with content creators are emphasized as a way to foster genuine relationships rather than purely transactional interactions. Influencers who actively use and believe in a brand's products are more likely to create authentic content, which resonates with their followers. This approach helps diminish the typical transactional nature of influencer programs and promotes deeper engagement with the brand.
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