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.

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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

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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.

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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!

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.

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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

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Guest Bio
Natalie 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 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!

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.

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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

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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 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!