Patrick Ward is the VP of Marketing at Rootstrap, a custom software development agency and the tech team behind MasterClass. Patrick and Brett examine the differences between B2B and B2C influencer marketing and how to execute it the right way. Play to your team's strengths, focus on consistency rather than going viral, and engage with existing audiences, according to Patrick. Although measuring marketing efforts and influence is difficult, implementing B2B influencer marketing correctly can help your company expand.

0:00 Intro
1:09 Conversation with Patrick
3:08 Influencer marketing the wrong way
6:20 Going viral
9:30 Quality over quantity
12:40 Patrick’s marketing background and mindset
15:30 Why influencer marketing works
18:35 B2B vs B2C influencers
22:40 Crawl, walk, run approach
26:48 In-house influencers
32:26 Lean into strengths
38:00 Advice to marketers, prove yourself first
43:16 Get connected
43:40 Outro

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How to Build a B2B Influencer Strategy That Actually Works with Patrick Ward at Rootstrap