𝐓𝐨𝐩 𝟗 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬 𝐨𝐟 hashtag #𝐆𝐨𝐥𝐝𝐞𝐧𝐡𝐨𝐮𝐫 event that I heard yesterday in NYC on the role of Influencer Marketing in B2B, the role of audiences, and trust:
𝟏. 𝐑𝐞𝐢𝐧𝐯𝐞𝐧𝐭. TikTok brain kicking in, 6 minute or less attention span of buyers – so subscriber experience matters. Several benefits to owning your audience vs. renting audience on other platforms (like YouTube). Marketing is transitioning from conversions at all costs to building owned audience, from robotic nurtures to subscriber experience, and from web analytics to 1st party data attribution. Anthony Kennada
𝟐. 𝐒𝐚𝐥𝐞𝐟𝐨𝐫𝐜𝐞+ 𝐩𝐥𝐚𝐲𝐛𝐨𝐨𝐤 𝐢𝐬 𝐭𝐡𝐞 𝐦𝐨𝐝𝐞𝐥 𝐭𝐨 𝐜𝐨𝐧𝐬𝐢𝐝𝐞𝐫 – – where Netflix meets Peloton. Created $600mm of pipeline last year. Key learnings include the power of events, natural built-in audience of Salesforce, using events as a forcing function, and consumer content. Via Colin Fleming
𝟑. 𝐁𝐫𝐚𝐧𝐝 𝐢𝐦𝐩𝐚𝐜𝐭𝐬 𝐝𝐞𝐦𝐚𝐧𝐝. Brand impacts demand. Your people, your partners, your SDR outreach all impact your demand. Jill Rowley
𝟒. 𝐁𝐮𝐢𝐥𝐝 𝐭𝐫𝐮𝐬𝐭 𝐭𝐡𝐚𝐭 𝐬𝐜𝐚𝐥𝐞𝐬. Trust building in the way content is created – the level of professionalism in assembling content contributes towards building trust. (see panelists on 5)
𝟓. 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐨𝐟 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐦𝐚𝐭𝐭𝐞𝐫𝐬. The distribution of content can be super challenging – lots of ppl creating content but volume is overwhelming, they can’t find it. Mark Kilens, Sarah McConnell, Jo Birtle, Katie Berg
𝟔. 𝐂𝐌𝐎 𝐩𝐨𝐯: 𝐫𝐨𝐥𝐞 𝐡𝐚𝐬 𝐬𝐡𝐢𝐟𝐭𝐞𝐝. From advocacy to expansion on the customer side. As much focus on retention and expansion as net new. Some promising greenshoots in Q1. Kathleen Booth. Alex Poulos, Jack Foster, Andy Davies
𝟕. 𝐂𝐄𝐎 𝐩𝐨𝐯. 𝐅𝐚𝐢𝐥 𝐟𝐚𝐬𝐭er. With quotas increasing and budgets decreasing, got to test and iterate faster. If it didn’t work, find something else that does – quickly. Ferdinand Roberts
𝟖. 𝐁𝟐𝐂 𝐌𝐚𝐫𝐤𝐞𝐭𝐞𝐫 𝐏𝐎𝐕. 𝐀𝐜𝐭𝐢𝐯𝐚𝐭𝐞 𝐜𝐡𝐞𝐞𝐫𝐥𝐞𝐚𝐝𝐞𝐫𝐬. 𝐀𝐜𝐭𝐢𝐯𝐚𝐭𝐞 𝐭𝐡𝐞𝐦 𝐢𝐧𝐭𝐨 𝐀𝐦𝐛𝐚𝐬𝐬𝐚𝐝𝐨𝐫𝐬 Amanda Goetz
𝟗. 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬 𝐦𝐚𝐭𝐭𝐞𝐫: Follower count ranks 4th in a survey, it’s more about being trustworthy and having access to the right audience. Morgan J Ingram (note loved Morgan’s concept of hiring external consultants that are studying human psychology and voice acting to help him sell more in his business, thought provoking). His slide is pictured on this post.
Keep an eye on AudiencePlus model, it is game changing where content meets demand meets community. I had a chance to briefly talk with Anthony over the dinner, his model is well thought through in this evolving world of content creators and data privacy.
What else did I miss as there was a ton of great content yesterday? Comment below.
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