In this episode of Stop the Scroll, host Brianna Doe welcomes guests Todd Clouser and Obaid Durrani to explore key aspects of B2B influencer marketing and content creation. They discuss measuring ROI for online brand building, audience segmentation in content, and the emerging concept of B2B companies as media entities.

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Best Moments:

(02:12) Measuring ROI for building an online brand as creators and marketers

(16:38) Approach to audience segmentation when developing content

(32:17) Should all B2B companies consider the media company approach?

(42:03) Rapid-fire questions about video games

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Guest Bios:

Todd Clouser is the head of audience marketing at Audience Plus, pioneering the industry's first owned media software for marketers.

Obaid Durrani leads influencer and partnership content at Clay, which helps enrich data, automate personalized outreach, and implement ideas for GTM (Go-To-Market) strategies.

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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!