In this episode of Stop the Scroll podcast, host Brianna Doe discusses a recent influencer marketing event she spoke at hosted by Sprout Social called "Under the Brandfluence". She breaks down what made this event successful from the intentional speaker lineup to promotion strategies to how Sprout Social worked with speakers like herself. Listeners can expect to learn best practices for hosting their own influencer events.

Best Moments:

(01:04) Sprout Social's influencer marketing event "Under the Brandfluence" and if the event was worth it

(02:50) How Sprout Social promoted the event alongside creators, not just speakers

(03:57) How they gave speakers great audience demographics & interests + the freedom to create a great session

(06:24) Allowing speakers to mention other tools, not just Sprout Social

(07:10) Made it easy for the speakers to create content AND co-promote the event

In this episode of "Stop the Scroll", host Brianna Doe digs into the importance of diversity and representation in YOUR influencer marketing campaigns. She provides data showing the demand for diversity among consumers and the benefits diverse campaigns can have. Brianna then offers actionable tips for marketers looking to improve diversity in their influencer programs.

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Best Moments:

(01:57) Data shows an increasing percentage of influencer marketing deals going to racial minorities, yet there is still a significant racial pay gap

(02:32) 62% of consumers want influencers to represent diverse backgrounds, but only 22% of top influencers are BIPOC

(03:26) Incorporating diversity is good business — drives purchasing decisions, brand loyalty, higher ROI

(05:46) Don't launch campaigns aimed at minority groups without first engaging THEM in dialogue, and how Bumble learned about this firsthand

(06:31) Prioritize diversity in influencer search criteria and partner with agencies focused on diversity

(07:32) Practice equitable compensation and give them creative freedom

In this episode of Stop the Scroll, Brianna Doe and Obaid Durrani talk about how Obaid builds and perceives effective influencer marketing programs, creating media engines within companies, developing frameworks to scale content creation, and more!

Best Moments:

(01:47) The 8-part "Easy Mode" framework for enabling B2B companies to build in-house media engines

(07:52) Activating internal company creators beyond just the marketing team

(32:50) Vanity metrics are valuable and are the "first wave" of feedback

Guest Bio:

Obaid Durrani is an innovative B2B marketer who created a framework that propelled a marketing agency's growth by over 800%. He has worked with companies like Cognizant and HockeyStack to transform their marketing teams into scalable content engines.

In this episode of Stop the Scroll, host Brianna Doe interviews Katie Penner, Head of Sender Relations at Sendoso.

They talk about the Sendfluencer influencer marketing program she built. You'll learn how Bri approached building an influencer program focused on driving pipeline and revenue rather than just vanity metrics, tips for identifying and vetting the right influencers, and advice for marketers looking to launch influencer programs.

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Best Moments:

(04:09) Building meaningful relationships with influencers

(04:40) Building a micro creator community

(07:17) Creating trust and transparency in B2B influencer marketing with Sendoso

(08:12) Choosing influencers based on values and engagement

(09:49) Building authentic relationships with influencers

(11:01) Maximizing ROI through strategic marketing approaches

(12:47) Collaborative influencer program in B2B marketing

(13:25) Interactive and collaborative influencer programs in B2B

(15:56) Discussion on creative freedom and hands-on experience in content creation

(16:11) Balancing trust and control in influencer marketing

(17:43) Influencer marketing and trustworthiness in the LinkedIn community

(19:44) A real B2B influencer marketing example that succeeded

(23:44) How to improve your marketing campaigns

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Guest Bio:
Katie Penner is the Head of Sender Relations at Sendoso, where she leads the Sendfluencer influencer marketing program. Over her 3+ year tenure at Sendoso, Katie has held various roles in sales development, strategy, and marketing.

Company Bio:
Sendoso is the leading sending platform, enabling businesses to stand out with unique direct mail, eGifts, and brand messaging at scale. The Sendfluencer program partners Sendoso with business influencers on LinkedIn.

In this episode of Stop the Scroll, host Brianna Doe interviews Justin Levy, an influencer marketing expert, about strategies and best practices for B2B brands looking to get started with influencer marketing. They discuss how to build relationships with creators, influencer partnership structures, getting leadership buy-in on campaigns, and budget-friendly tactics.

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Best Moments:

(04:41) Strategies for identifying and establishing relationships with relevant creators

(05:55) Tiers of influencers and considerations for which to work with

(09:59) Measuring influencer effectiveness beyond just followers

(13:09) Getting leadership support for influencer programs

(19:46) Structuring longer-term influencer partnerships

(22:59) Creative low-budget influencer campaign examples

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Guest Bio:

Justin Levy - Head of Social Media Influencer Marketing and Community at ZoomInfo. 15+ years experience in influencer marketing. Named a top B2B marketing influencer. Author and speaker on influencer marketing and social media.

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From Me, Bri:

If this podcast is influencing the way you think about marketing campaigns and influencer marketing, PLEASE go rate and review Stop The Scroll.

This helps us bring on even better guests, land sponsors that help us to upgrade the podcast, and CLIMB THE CHARTS!

In this episode of Stop the Scroll, host Brianna Doe interviews social media strategist Christina Le about influencer marketing, specifically around budgeting and getting fair compensation. They discuss the differences between influencer marketing and creator marketing, strategies for negotiating rates, and building strong partnerships between brands and creators.

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Best Moments:

(02:50) The challenges of determining budgets and rates for influencer campaigns, especially in B2B

(05:38) Research strategies to benchmark pricing, such as asking creators directly what they charge

(09:59) The differences between influencer marketing and creator marketing

(13:04) Why some influencer campaigns succeed while others flop, even with similar metrics

(17:30) The importance of relationship building between brands and creators

(22:25) Ensuring women creators are paid fairly compared to men

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Guest Bio:

Christina Le is a social media strategist and content creator with over 8 years of experience, partnering with many of the leading brands in social. She has been the first dedicated social media hire for 5 companies, including 3 early-stage SaaS startups.

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From Me, Bri:

If this podcast is influencing the way you think about marketing campaigns and influencer marketing, PLEASE go rate and review Stop The Scroll.

This helps us bring on even better guests, land sponsors that help us to upgrade the podcast, and CLIMB THE CHARTS!

In this episode of "Stop the Scroll", host Brianna Doe shares tips for influencers on how to effectively partner with B2B brands. You will learn key strategies for consistent content creation, building engagement, establishing a unique point of view, growing a quality audience, and making yourself accessible to potential brand partners.

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Best Moments:

(00:24) Influencers need to commit to consistent content creation and posting cadence

(01:37) Engagement goes beyond vanity metrics — you need to spark genuine conversations and community that others can join in on

(02:27) Establish a clear perspective and point of view in your content that is both TRUE and UNIQUE

(03:13) Follower count isn't everything; build a CREDIBLE NICHE AUDIENCE

(03:30) Make sure brands can easily contact you about partnerships

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From Me, Bri:

If this podcast is influencing the way you think about marketing campaigns and influencer marketing, PLEASE go rate and review Stop The Scroll.

This helps us bring on even better guests, land sponsors that help us to upgrade the podcast, and CLIMB THE CHARTS!

In this episode of Stop the Scroll, host Brianna Doe gives content creators and influencers tips for when they look to partner with B2B brands. You'll learn about what marketers look for in influencer partners and why B2B influencer marketing is different from B2C. Listeners can expect to learn how to create an effective media kit to showcase themselves to potential B2B partners.

Best Moments:

(01:02) B2B and B2C influencers are not the same, and neither are the way they pitch themselves to brands

(01:34) The importance of having a media kit as an influencer

(02:00) Main sections to include in a media kit: bio, content pillars, followers, engagement rate, audience demographics, brand partnerships, rates

(03:50) Include recent brand collabs you've done

(04:41) Including your rates for partnership are up to you — here are some ideas of how to include them if you want that in your media kit

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From Me, Bri:

If this podcast is influencing the way you think about marketing campaigns and influencer marketing, PLEASE go rate and review Stop The Scroll.

This helps us bring on even better guests, land sponsors that help us to upgrade the podcast, and CLIMB THE CHARTS!