๐“๐จ๐ฉ ๐Ÿ— ๐ญ๐š๐ค๐ž๐š๐ฐ๐š๐ฒ๐ฌ ๐จ๐Ÿ hashtag #๐†๐จ๐ฅ๐๐ž๐ง๐ก๐จ๐ฎ๐ซ event that I heard yesterday in NYC on the role of Influencer Marketing in B2B, the role of audiences, and trust:

๐Ÿ. ๐‘๐ž๐ข๐ง๐ฏ๐ž๐ง๐ญ. 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

๐Ÿ. ๐’๐š๐ฅ๐ž๐Ÿ๐จ๐ซ๐œ๐ž+ ๐ฉ๐ฅ๐š๐ฒ๐›๐จ๐จ๐ค ๐ข๐ฌ ๐ญ๐ก๐ž ๐ฆ๐จ๐๐ž๐ฅ ๐ญ๐จ ๐œ๐จ๐ง๐ฌ๐ข๐๐ž๐ซ – – 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

๐Ÿ‘. ๐๐ซ๐š๐ง๐ ๐ข๐ฆ๐ฉ๐š๐œ๐ญ๐ฌ ๐๐ž๐ฆ๐š๐ง๐. Brand impacts demand. Your people, your partners, your SDR outreach all impact your demand. Jill Rowley

๐Ÿ’. ๐๐ฎ๐ข๐ฅ๐ ๐ญ๐ซ๐ฎ๐ฌ๐ญ ๐ญ๐ก๐š๐ญ ๐ฌ๐œ๐š๐ฅ๐ž๐ฌ. Trust building in the way content is created – the level of professionalism in assembling content contributes towards building trust. (see panelists on 5)

๐Ÿ“. ๐ƒ๐ข๐ฌ๐ญ๐ซ๐ข๐›๐ฎ๐ญ๐ข๐จ๐ง ๐จ๐Ÿ ๐œ๐จ๐ง๐ญ๐ž๐ง๐ญ ๐ฆ๐š๐ญ๐ญ๐ž๐ซ๐ฌ. The distribution of content can be super challenging – lots of ppl creating content but volume is overwhelming, they canโ€™t find it. Mark Kilens, Sarah McConnell, Jo Birtle, Katie Berg

๐Ÿ”. ๐‚๐Œ๐Ž ๐ฉ๐จ๐ฏ: ๐ซ๐จ๐ฅ๐ž ๐ก๐š๐ฌ ๐ฌ๐ก๐ข๐Ÿ๐ญ๐ž๐. 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

๐Ÿ•. ๐‚๐„๐Ž ๐ฉ๐จ๐ฏ. ๐…๐š๐ข๐ฅ ๐Ÿ๐š๐ฌ๐ญer. With quotas increasing and budgets decreasing, got to test and iterate faster. If it didnโ€™t work, find something else that does – quickly. Ferdinand Roberts

๐Ÿ–. ๐๐Ÿ๐‚ ๐Œ๐š๐ซ๐ค๐ž๐ญ๐ž๐ซ ๐๐Ž๐•. ๐€๐œ๐ญ๐ข๐ฏ๐š๐ญ๐ž ๐œ๐ก๐ž๐ž๐ซ๐ฅ๐ž๐š๐๐ž๐ซ๐ฌ. ๐€๐œ๐ญ๐ข๐ฏ๐š๐ญ๐ž ๐ญ๐ก๐ž๐ฆ ๐ข๐ง๐ญ๐จ ๐€๐ฆ๐›๐š๐ฌ๐ฌ๐š๐๐จ๐ซ๐ฌ Amanda Goetz

๐Ÿ—. ๐ˆ๐ง๐Ÿ๐ฅ๐ฎ๐ž๐ง๐œ๐ž๐ซ๐ฌ ๐ฆ๐š๐ญ๐ญ๐ž๐ซ: Follower count ranks 4th in a survey, itโ€™s more about being trustworthy and having access to the right audience. Morgan J Ingram (note loved Morganโ€™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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