In this series, I answer questions from the B2B Influencer Marketing Summit hosted by SAP and Onalytica. I participated in a panel discussion, a format that doesn’t really allow for deep dives into particular questions, so we’re tackling these questions individually here. Today’s question is: How do you manage brands’ expectations? Tune in to hear…
In this series, I answer questions from the B2B Influencer Marketing Summit hosted by SAP and Onalytica. I participated in a panel discussion, a format that doesn’t really allow for deep dives into particular questions, so we’re tackling these questions individually here. Today’s question is: What makes you say yes to a brand collaboration? What…
In this series, I answer questions from the B2B Influencer Marketing Summit hosted by SAP and Onalytica. I participated in a panel discussion, a format that doesn’t really allow for deep dives into particular questions, so we’re tackling these questions individually here. Today’s question is: Do you like short-term or more long-term partnerships? Tune in…
In this series, I answer questions from the B2B Influencer Marketing Summit hosted by SAP and Onalytica. I participated in a panel discussion, a format that doesn’t really allow for deep dives into particular questions, so we’re tackling these questions individually here. Today’s question is: What is the best way for a relationship to form…
Summary In today's episode, I break down what kind of content best resonates with a B2B influencer marketing audience and how to build a practical content strategy around that knowledge. Here's what this means for you. You gain a clear framework for matching content formats to audience preferences while leaning into what you can credibly…
Summary In today's episode, I break down how to manage brand expectations within a B2B influencer marketing program through the lens of measurement. Here's what this means for you. You gain a framework for aligning influencer activity with metrics that matter to your leadership so you can prove program ROI. You'll also learn these concepts:…
Summary In today's episode, I break down the criteria for saying yes or no to brand collaborations, drawing from questions at the B2B Influencer Marketing Summit. Here's what this means for you. You get a practical framework for evaluating partnerships based on values, transparency, and mutual value rather than dollars alone. You'll also learn these…
Summary In today's episode, I break down why long-term partnerships outperform short-term deals in B2B influencer marketing. Here's what this means for you. You'll discover how sustained relationships with influencers build the credibility and content depth that complex B2B buying cycles demand. You'll also learn these concepts: why hands-on product experience makes influencer endorsements trustworthy,…
Summary In today's episode, I dig into the best practices for forming B2B influencer-brand relationships, drawing on questions from a recent industry summit panel. Here's what this means for you. You'll walk away knowing why authentic partnerships built on genuine product use outlast transactional sponsorships and how to identify influencers whose expertise and audience fit…
Summary In today's episode, I break down the cookieless future and explain why marketers should stop panicking about the death of third-party cookies. Here's what this means for you. You'll discover that shifting from demographic-based ad targeting to context and creator partnerships actually produces stronger, more relevant marketing results. You'll also learn these concepts: how…
