Emma and Ruta are joined by Tyler Lessard, ex-VP of Marketing at Vidyard, and Will Aitken, ex-Vidyard & ex-Lavender B2B Sales Influencer, to talk about brands building themselves on the backs of B2B influencers.
They talk about the change of influencers from thought leaders and the risks and rewards of hiring in-house influencers and the delicate balance between personal and corporate brand as well as the challenges influencers staying relevant.
Tyler and Will will share their views on compensating influencers and internal creators and how to ensure you set up right from the get go (rather than expecting your current sales people to become internet sensations).
Takeaways
- B2B influencer marketing has experienced significant growth due to changes in buyer behavior and the rise of social media networks.
- The shift from thought leaders to personal brands has allowed for greater audience engagement and the leveraging of trust and authenticity.
- Hiring in-house influencers carries the risk of public departures and the challenge of aligning personal and corporate brands.
- Influencers must be cautious about maintaining authenticity and avoiding the perception of being a sellout.
- Compensation of influencers vs content creators.
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Tylers LinkedIn
Wills LinkedIn
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