In this episode of "Stop the Scroll," host Brianna Doe sits down with Nicole Ponce, the influencer marketing team lead at Semrush, to discuss B2B influencer marketing strategies, successful campaigns, and the future of influencer marketing in the B2B space.=========================================Best Moments:(01:35) Nicole's role as the first influencer marketing manager at Semrush(04:58) Discussion of successful influencer marketing campaigns(14:48) Approach to long-term partnerships with influencers(28:29) Semrush's upcoming conference and influencer involvement(31:43) Advice for B2B marketers interested in influencer marketing=========================================Guest Bio:Nicole Ponce is the influencer marketing team lead at Semrush, a leading online visibility management SaaS platform. With nearly five years of experience at Semrush, Nicole was the first influencer marketing manager hired by the company. She specializes in building long-term partnerships with influencers and educators in the marketing space, focusing on creating value for both the brand and the influencers' audiences.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf 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!

In this episode of Stop the Scroll, host Brianna Doe interviews Natalie Marcotullio from Novatic about building and managing a hybrid influencer and advisor program for B2B SaaS companies.=========================================Best Moments:(00:34) Introduction of guest Natalie Marcotullio and her role at Novatic(01:30) Overview of Novatic's hybrid influencer and advisor program(03:32) Criteria for selecting advisors and the importance of audience match(05:06) Structure of advisor deals and the benefits of starting with 3-month contracts(07:46) Tracking results and measuring word-of-mouth impact(10:55) Challenges in managing the program with a lean marketing team(14:00) Evolution of relationships with advisors over time(17:13) Approach to adding new advisors to the program(19:58) Tips for building an advisor program, including compensation structure(21:50) Final thoughts on creating meaningful relationships with advisors=========================================Guest BioNatalie Marcotullio is the Head of Growth and Operations at Novatic, where she focuses on helping SaaS companies improve their prospects' buying experience. As a two-time solo marketer for SaaS startups, Natalie has built and refined Novatic's hybrid influencer and advisor program over the past two years, growing it to include 13 different advisors.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf 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!

In this episode, host Brianna Doe interviews Nick Bennett, founder of Tack, a marketing and media firm, to discuss the growing role of B2B influencer marketing, the creator economy, and the future of brand-influencer partnerships.=========================================Best Moments:(01:22) How people-first go-to-market (GTM) strategies tie into influencer marketing and build stronger connections between brands and their audiences(05:02) How to maintain authentic relationships with influencers while driving business results(09:47) Why micro-influencers are key to successful B2B marketing campaigns(21:26) Differentiating between creators and influencers and why audience engagement matters more than follower count(27:14) Setting fair rates for influencers in this range and ensuring value for both sides(32:17) Why the industry needs more matchmaking services between B2B brands and influencers(32:46) A preview of Nick’s upcoming book, which explores the future of influencer partnerships in the B2B space=========================================Guest Bio:Nick Bennett is the founder and co-founder of Tack, a marketing and media firm specializing in B2B influencer marketing. A strong advocate for people-first go-to-market strategies, Nick also serves as an advisor for Limelight, a B2B influencer marketing platform, and is the author of an upcoming book that provides insights on how B2B brands can effectively partner with creators and influencers to drive revenue and business impact.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf 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!

In this episode, host Brianna Doe sits down with Jonathan Ronzio, co-founder and CMO of Trainual, to discuss how the company has innovated its approach to influencer marketing and brand partnerships. Jonathan shares insights from their journey with influencer marketing, from celebrity endorsements to building long-term partnerships with micro-influencers.=========================================Best Moments:(03:16) Trainual's initial foray into influencer marketing through Cameo, using celebrity shout-outs(06:58) Working with more niche influencers who have more relevant, engaged audiences(10:47) How Trainual partnered with 90s R&B star Montell Jordan for a memorable campaign(18:06) Common mistakes in using influencer marketing software and strategies, focusing on authenticity and fit(21:39) How Trainual is successfully leveraging LinkedIn for influencer marketing campaigns(23:22) Long-term relationships with influencers and staying aligned on values(30:56) How they evaluate the effectiveness of influencer marketing, focusing on ROI and qualitative brand engagement(35:10) The importance of alignment between sales and marketing teams for seamless influencer campaigns=========================================Guest Bio:Jonathan Ronzio is the co-founder and CMO of Trainual, a platform for organizing business processes and training. With a background in adventure documentary filmmaking and outdoor brand marketing, Jonathan brings a unique perspective to B2B SaaS marketing. He is passionate about pushing creative boundaries while driving measurable results. Jonathan is also a musician and author, with an upcoming children's book and album release.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf 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!

In this episode, host Brianna Doe continues her in-depth conversation with Janelle Amos, Founder and Chief Growth Officer at Elevate Growth. They dive into the complexities of integrating influencer marketing within B2B brands, highlighting the importance of setting realistic expectations, breaking down internal silos, and steering clear of cookie-cutter solutions.================================Best Moments:(01:08) The dangers of "best practices" leading to commoditization in influencer marketing(04:48) Practical tips for solo marketers and lean teams to effectively manage influencer marketing(13:12) Debating where influencer marketing should fit within the marketing structure of an organization(18:11) Aligning influencer marketing with broader company goals and cross-departmental collaboration(21:31) Why influencer marketing should complement, not replace, paid advertising================================Guest Bio:Janelle Amos is the Founder and Chief Growth Officer at Elevate Growth, a demand generation agency focused on helping B2B SaaS companies drive revenue. With over a decade of experience in the SaaS industry, Janelle is a strategic marketer known for her expertise in revenue growth for early-stage startups. She also hosts the Demand Gen Made Simple podcast, where she shares her insights and experiences.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf 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!

In this episode, host Brianna Doe dives into the world of B2B influencer marketing with Janelle Amos, Founder and Chief Strategist at Elevate Growth. They explore the growing importance of influencers in the B2B space, how to allocate budgets, and the best practices for optimizing your influencer marketing campaigns.================================Best Moments:(05:55) The debate around influencer marketing in B2B and which engagement formats work best(10:25) Advice on how to effectively allocate budget between influencer marketing and other channels(12:45) Tips for managing expectations and staying innovative in influencer marketing(17:43) Minimum spend recommendations for testing and refining your influencer marketing efforts(19:03) Optimizing for the right metrics to ensure campaign success================================Guest Bio:Janelle Amos is the Founder and Chief Strategist at Elevate Growth, where she specializes in demand generation strategies for B2B SaaS companies. A former three-time head of demand generation at B2B SaaS startups, Janelle now dedicates her time to consulting, speaking engagements, and a one-to-one coaching program, helping demand gen marketers excel.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf 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!

In this episode, host Brianna Doe interviews Nathan Jun Poekert, a CMO advisor, brand marketing consultant, and content director. They discuss the state of influencer marketing, optimizing for social media search, and how brands can approach influencer partnerships effectively.========================================Best Moments:(01:22) Nathan reflects on the early days of influencer marketing and shares his excitement about its growth and integration into media budgets(03:25) Influencers being the first touchpoint for brand discovery, emphasizing the importance of social search engine optimization (socio)(06:20) How brands can optimize their content for social media search(12:16) Nathan shares his criteria for accepting sponsored opportunities, prioritizing creative freedom and authentic alignment with brands he actually uses(20:27) Stressing the importance of identifying the right influencers for a brand's specific content and messaging rather than solely focusing on reach and engagement(31:35) Explaining the lack of senior influencer marketing leadership roles and predicting the industry's evolution(39:07) Delving into the credibility of thought leadership content, emphasizing the importance of considering the source and sample sizes when evaluating industry reports and statistics(41:15) Discussing the implications of the potential TikTok ban and advising brands to continue their efforts on the platform for the time being=========================================Guest Bio:Nathan Jun Poekert is a CMO advisor, brand marketing consultant, and content director with over 16 years of experience in brand marketing. He has worked with major brands like American Eagle, Clairs, BMW Group, Starbucks, and more, helping them reimagine their brand strategy, organic social, paid social, influencer, creator, and content production practices.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf 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!

In this episode, host Brianna Doe sits down with marketer and influencer Bridget Poetker to delve into the nuances of influencer marketing and share strategies for building successful, authentic partnerships with creators.================================Best Moments:(03:30) The debate: Macro vs. Micro influencers—Which is better?(05:31) The benefits of a gifting approach in influencer campaigns(08:30) Aligning with creators' values for authentic partnerships(10:18) Success stories from working with creators outside your niche(12:05) The challenge of attributing ROI to influencer campaigns(14:59) Balancing creative freedom and brand consistency in partnerships(18:54) Employee advocacy vs. influencer partnerships: Pros and cons(21:52) Tips for vetting and selecting the right influencers for your brand(25:39) Alternative product launch strategies beyond press releases(28:49) The value of taking risks and experimenting in marketing

In this episode, host Brianna Doe interviews AJ Eckstein, founder and CEO of Creator Match, a LinkedIn creator marketing platform. AJ shares his insights on the untapped potential of LinkedIn for influencer marketing and how brands can leverage it to drive growth and build successful partnerships.=========================================Best Moments:(00:34) AJ Eckstein's background and why he chose to focus on LinkedIn for influencer marketing(01:02) The perception of LinkedIn influencer marketing among brands and creators(04:26) The organic growth of Brianna's LinkedIn following and the lack of brand deals initially(05:02) AJ's perspective on LinkedIn's limitations in analytics and the need for better tracking tools(08:13) The value proposition of LinkedIn influencer marketing for B2C brands(10:08) The importance of understanding customer acquisition costs and lifetime value for LinkedIn campaigns(12:54) The benefits of whitelisting creators' content for paid ads on LinkedIn(14:15) The need for creators to negotiate usage rights and compensation for whitelisted content(16:07) Brianna's excitement about LinkedIn's thought leader ads and their potential for marketers and creators(18:36) The challenges of getting accurate analytics and reporting on LinkedIn campaigns(24:56) Common mistakes brands make when starting with LinkedIn influencer marketing(29:33) Working directly with marketers or leadership teams for influencer campaigns(32:34) The importance of investing in longer-term partnerships and the ideal length(35:38) Final thoughts and advice on building impactful, long-term influencer partnerships=========================================Guest Bio:AJ Eckstein is the founder and CEO of Creator Match, a LinkedIn creator marketing platform. His mission is to unlock the untapped potential of LinkedIn, foster trust, increase awareness, and drive conversions for marketers, helping them build impactful and successful brand campaigns.

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.