Visibility - B2B Influencers are the latest factor
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I'm sick of the word 'Podcast'. This might surprise you. Let me explain. Businesses are getting wise to something. Creating video content with their prospects, SME, and Executives is an amazing way to accomplish several things at once:
So what's hindering them? The word "podcast." What businesses are creating today are not podcasts. They are simply recordings of conversations with experts. But for lack of a better word, we still use the word "podcast," and that word carries baggage that stops decision-makers before they start. My frustration with that term has come to a head. So much so that I made a video about it. I'll tell you all about it in the next newsletter, or you can subscribe to my YouTube channel to make sure you don't miss it. 🎙 On The Business of Marketing (podcast): Kate StrachnyiSpeaking of visibility, B2B influencer marketing has become the newest way for brands to be seen, and most companies are walking into it unprepared. On the latest episode of the Business of Marketing, I talked with Kate Strachnyi, founder of DATAcated, an influencer agency for the data and AI space. Kate loses deals because she refuses to guarantee results, and she explains why the creators who do make those promises are the ones you should worry about. We also get into the "dark side" of influencer marketing, why lurkers may be your most valuable audience, and exactly what needs to be in place inside your company before you hire an outside voice. If influencer marketing is anywhere on your radar this year, listen to this one first. Yours in Revenue, ALeeJudge.com | ContentMonsta.com Author of CASH: The 4 Keys to Better Sales, Smarter Marketing, and a Supercharged Revenue Machine |
Content Monsta
We all want to know which marketing effort led to which business, but marketing attribution, as we know it, is dead. If you are still crediting closed deals the same way you always have, you are making budget calls on data that no longer tells the truth. I know this firsthand. I have silently influenced millions of dollars in software purchases. A brand I use, a software I kept seeing, a friend's recommendation, a platform I used at an old job and wanted again. The vendors never saw any of...
AI made it easy to flood the feed with content that says nothing. The marketers standing out are putting real people on camera instead. Rocio and I sat down with Heike Young on The Business of Marketing to talk about employee generated content (EGC), and how to build a program that doesn't fall apart after the first month. Heike led content at Salesforce and Microsoft, then stepped out on her own as a consultant, so she has seen EGC work from both sides. If your team is trying to get its own...
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