This episode features an interview with Cristy Garcia, CMO, impact.com, a partnership management platform that automates business partnerships, at scale.

In this episode, Cristy shares the do’s and don'ts of marketing, and the primary reason for failed partnerships. She also discusses the evolution and importance of using influencers in marketing, and what it's like marketing to marketers.

Key Takeaways:

• Influencers have been around for awhile, but they became even more important during the pandemic. If you aren’t working with influencers as a marketer, you’re being left behind.
• When partnerships fail, it is most often due to lack of communication. Make sure to be very clear about payments, expectations, and what you are promoting.
• You can generate significant revenue through partnerships, for some companies, as high as 28 percent of their total revenue.

Quote:

• “If you're not working with influencers right now as a marketer, you're left behind. This is happening now. The rise of influencers, they've been around for a long time, I spoke at mommy blogger conferences back in 2012, so it's not new. But what is new is sort of the heightened awareness and demand for influencer content. And I think it all happened around the pandemic when people were at home with their phones, creating social interaction, buying things online, and the influencers really took off.”

Episode Timestamps:

• *(3:06) The Trust Tree: The rise of commerce content
• *(14:20) The Playbook: THe dos and don’ts of partnerships
• *(35:55) The Dust Up: Knowing your worth
• *(37:28) Quick Hits: Cristy’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Cristy on LinkedIn
• Learn more about impact.com
• Learn more about Caspian Studios