The Reasoning Show Influence Marketing in Emerging Tech
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Oct 9, 2024 Emily Freeman, co-founder of the influencer marketing agency Freeman and Forrest, brings a wealth of experience from AWS and Microsoft. Joining her is Forrest Brazeal, a former Google Cloud executive and AWS Hero. They explore the evolving landscape of influencer marketing in technology, emphasizing clear communication for technical audiences. Authenticity and genuine relationships are highlighted as key traits for effective influencers. The duo discusses the crowded market and the importance of understanding how to convey the impact of technology to drive meaningful engagement.
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Community Programs Can Be Extractive
- Community programs often reward status and access more than direct pay, creating asymmetrical incentives.
- That can make community contributors effectively unpaid spokespeople for companies.
Show Developer Experience, Not Just Features
- Show authentic developer experience and implementable benefits when promoting technical products.
- Demonstrate how the tool saves time and improves daily work to make influence effective.
Peer Channels Outperform Broad Ads
- Channels decay: paid social and display lose effectiveness as audiences distrust them.
- Technical buyers rely more on peer recommendations in private spaces like Slack and niche newsletters.