Stop The Scroll with Brianna Doe

In this episode, host Brianna Doe continues her in-depth conversation with Janelle Amos, Founder and Chief Growth Officer at Elevate Growth. They dive into the complexities of integrating influencer marketing within B2B brands, highlighting the importance of setting realistic expectations, breaking down internal silos, and steering clear of cookie-cutter solutions.================================Best Moments:(01:08) The dangers of "best practices" leading to commoditization in influencer marketing(04:48) Practical tips for solo marketers and lean teams to effectively manage influencer marketing(13:12) Debating where influencer marketing should fit within the marketing structure of an organization(18:11) Aligning influencer marketing with broader company goals and cross-departmental collaboration(21:31) Why influencer marketing should complement, not replace, paid advertising================================Guest Bio:Janelle Amos is the Founder and Chief Growth Officer at Elevate Growth, a demand generation agency focused on helping B2B SaaS companies drive revenue. With over a decade of experience in the SaaS industry, Janelle is a strategic marketer known for her expertise in revenue growth for early-stage startups. She also hosts the Demand Gen Made Simple podcast, where she shares her insights and experiences.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode, host Brianna Doe dives into the world of B2B influencer marketing with Janelle Amos, Founder and Chief Strategist at Elevate Growth. They explore the growing importance of influencers in the B2B space, how to allocate budgets, and the best practices for optimizing your influencer marketing campaigns.================================Best Moments:(05:55) The debate around influencer marketing in B2B and which engagement formats work best(10:25) Advice on how to effectively allocate budget between influencer marketing and other channels(12:45) Tips for managing expectations and staying innovative in influencer marketing(17:43) Minimum spend recommendations for testing and refining your influencer marketing efforts(19:03) Optimizing for the right metrics to ensure campaign success================================Guest Bio:Janelle Amos is the Founder and Chief Strategist at Elevate Growth, where she specializes in demand generation strategies for B2B SaaS companies. A former three-time head of demand generation at B2B SaaS startups, Janelle now dedicates her time to consulting, speaking engagements, and a one-to-one coaching program, helping demand gen marketers excel.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode, host Brianna Doe interviews Nathan Jun Poekert, a CMO advisor, brand marketing consultant, and content director. They discuss the state of influencer marketing, optimizing for social media search, and how brands can approach influencer partnerships effectively.========================================Best Moments:(01:22) Nathan reflects on the early days of influencer marketing and shares his excitement about its growth and integration into media budgets(03:25) Influencers being the first touchpoint for brand discovery, emphasizing the importance of social search engine optimization (socio)(06:20) How brands can optimize their content for social media search(12:16) Nathan shares his criteria for accepting sponsored opportunities, prioritizing creative freedom and authentic alignment with brands he actually uses(20:27) Stressing the importance of identifying the right influencers for a brand's specific content and messaging rather than solely focusing on reach and engagement(31:35) Explaining the lack of senior influencer marketing leadership roles and predicting the industry's evolution(39:07) Delving into the credibility of thought leadership content, emphasizing the importance of considering the source and sample sizes when evaluating industry reports and statistics(41:15) Discussing the implications of the potential TikTok ban and advising brands to continue their efforts on the platform for the time being=========================================Guest Bio:Nathan Jun Poekert is a CMO advisor, brand marketing consultant, and content director with over 16 years of experience in brand marketing. He has worked with major brands like American Eagle, Clairs, BMW Group, Starbucks, and more, helping them reimagine their brand strategy, organic social, paid social, influencer, creator, and content production practices.=========================================The Secrets to Thriving Creator-Brand PartnershipsIf you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!

In this episode, host Brianna Doe sits down with marketer and influencer Bridget Poetker to delve into the nuances of influencer marketing and share strategies for building successful, authentic partnerships with creators.================================Best Moments:(03:30) The debate: Macro vs. Micro influencers—Which is better?(05:31) The benefits of a gifting approach in influencer campaigns(08:30) Aligning with creators' values for authentic partnerships(10:18) Success stories from working with creators outside your niche(12:05) The challenge of attributing ROI to influencer campaigns(14:59) Balancing creative freedom and brand consistency in partnerships(18:54) Employee advocacy vs. influencer partnerships: Pros and cons(21:52) Tips for vetting and selecting the right influencers for your brand(25:39) Alternative product launch strategies beyond press releases(28:49) The value of taking risks and experimenting in marketing

In this episode, host Brianna Doe interviews AJ Eckstein, founder and CEO of Creator Match, a LinkedIn creator marketing platform. AJ shares his insights on the untapped potential of LinkedIn for influencer marketing and how brands can leverage it to drive growth and build successful partnerships.=========================================Best Moments:(00:34) AJ Eckstein's background and why he chose to focus on LinkedIn for influencer marketing(01:02) The perception of LinkedIn influencer marketing among brands and creators(04:26) The organic growth of Brianna's LinkedIn following and the lack of brand deals initially(05:02) AJ's perspective on LinkedIn's limitations in analytics and the need for better tracking tools(08:13) The value proposition of LinkedIn influencer marketing for B2C brands(10:08) The importance of understanding customer acquisition costs and lifetime value for LinkedIn campaigns(12:54) The benefits of whitelisting creators' content for paid ads on LinkedIn(14:15) The need for creators to negotiate usage rights and compensation for whitelisted content(16:07) Brianna's excitement about LinkedIn's thought leader ads and their potential for marketers and creators(18:36) The challenges of getting accurate analytics and reporting on LinkedIn campaigns(24:56) Common mistakes brands make when starting with LinkedIn influencer marketing(29:33) Working directly with marketers or leadership teams for influencer campaigns(32:34) The importance of investing in longer-term partnerships and the ideal length(35:38) Final thoughts and advice on building impactful, long-term influencer partnerships=========================================Guest Bio:AJ Eckstein is the founder and CEO of Creator Match, a LinkedIn creator marketing platform. His mission is to unlock the untapped potential of LinkedIn, foster trust, increase awareness, and drive conversions for marketers, helping them build impactful and successful brand campaigns.

In this episode, host Brianna Doe welcomes Casey Hill, the Senior Growth Marketing Manager at ActiveCampaign, to discuss building an influencer marketing program from the ground up.=========================================Best Moments:(01:16) Casey shares insights into how he started building ActiveCampaign's influencer marketing program(02:03) He explains the compensation model they used, involving cash, affiliate commissions, and free software accounts(04:12) Casey discusses some challenges they faced, such as assuming all audiences were identical across channels(06:23) He talks about the importance of understanding what the influencer can control in terms of driving conversions(08:34) Bri asks if ActiveCampaign required influencers to have used their product before partnering with them(11:22) Casey shares his perspective on the importance of building long-term relationships with influencers(13:14) Brianna asks about the size of ActiveCampaign's marketing team(15:40) Casey discusses the challenges they faced with influencer marketing platforms and finding relevant influencers(19:46) He differentiates between performance-oriented, asset promotion, and brand awareness campaigns(26:45) Casey explains their approach to negotiating with influencers, focusing on bundling deliverables rather than just negotiating the price(30:47) The importance of building long-term relationships with influencers(33:12) Casey shares an interesting trend he's observed with brands boosting influencer posts(35:37) Brianna highlights the value of renewing contracts and building long-term partnerships with influencers=========================================Guest Bio:Casey Hill is the Senior Growth Marketing Manager at ActiveCampaign, a SaaS solution for personalized email marketing, automation, and sales engagement. He has been instrumental in building ActiveCampaign's influencer marketing program and shares his insights and learnings from the process.

In this episode, host Brianna Doe discusses the pay gap between white and black creators in influencer marketing among other industry hot topics.================================Best Moments:(01:48) Qetsiyah shares the results of a poll she conducted on LinkedIn, revealing that many people of color are the only ones on their marketing teams(06:37) They discuss the impact of being the only person of color on a team and the responsibility that comes with it(09:23) Qetsiyah shares her thoughts on the Tarte x Fanita controversy and the brand's history of ignoring people of color(14:32) Brianna provides context on the Fanita situation and her criticism of the pay gap between herself and other creators like Alex Earl(19:51) They question whether Fanita is the right person to lead the conversation about the pay gap, given her divisive approach(24:19) Brianna asks about finding a middle ground when creators quote vastly different rates for the same campaign(28:18) Qetsiyah shares her final thoughts on paying creators fairly, educating oneself, and being sincere in addressing diversity================================Guest Bio:Qetsiyah Jacobson is the founder and head of social at Coachella Studio, where she builds community-focused brands for founders, creatives, and startups. Known for her expertise in community and influencer marketing, Qetsiyah is passionate about promoting diversity in the industry.Website: https://www.kokelastudio.com/LinkedIn: https://www.linkedin.com/in/qetsiyahjacobson/

In this episode, host Brianna Doe interviews Tobi Oluwole, CEO of Magnate, about Tobi's approach to aligning brand partnerships with his message, leveraging LinkedIn for influencer marketing, and content creation as a founder.==================================================Best Moments:(01:33) Tobi explains the origin of the name "Magnate" and the concept behind his company(02:53) Tobi's approach to choosing brand partnerships that align with his message(05:02) Differentiating between great and not-so-great brand partnerships(08:03) The value of top-of-funnel awareness rather than bottom-of-funnel metrics like sales(10:03) The potential of LinkedIn as a high-intent marketing channel for founders(13:14) The importance of founders building their personal brands to drive traffic and trust(15:17) Tobi's advice for founders starting to create content on LinkedIn(17:38) Leveraging LinkedIn connection requests for lead generation(18:44) The rise of video content on LinkedIn and Tobi's thoughts on it(21:02) Standing out on LinkedIn amid perceived saturation==================================================Guest Bio:Tobi Oluwole is the CEO of Magnate, where he helps founders and entrepreneurs build profitable businesses through LinkedIn content. As a creator who has generated over 200,000,000 impressions on LinkedIn, Tobi partners with brands to create content that aligns with his message and audience.Website: tobioluwole.comLinkedIn: https://www.linkedin.com/in/thetobioluwole

In this episode of "Stop the Scroll," host Brianna Doe welcomes Lloyd George, a talent manager at Agency Cliquish, where he creates a roster of Black tech and gaming talent, and a content creator himself.===============================================================================Best Moments:(02:06) Brianna and Lloyd discuss the pros and cons of creators publishing video content on LinkedIn(07:17) They delve into the negotiation process for video content creation and brand partnerships, touching on criteria like revisions and compensation(14:14) Brianna brings up Lloyd's openness about his influencer journey and revenue, leading to a discussion on the micro vs. macro influencer debate(21:22) Lloyd shares his controversial thought on how enough micro-influencers can potentially skew the perception of a product being the best in its space(24:13) Lloyd emphasizes the importance of brands building authentic relationships with creators, even those they may not be working with currently===============================================================================Guest Bio:Lloyd George is the talent manager at AgencyClickish, where he creates a roster of Black tech and gaming talent. Outside of work, he is also a content creator himself, focusing on LinkedIn as his preferred platform.Interested in Lloyd's newsletter? Check it out!

In this episode, host Brianna Doe interviews TikTok creator Hanna Goefft, better known as Hanna Gets Hired. Hanna shares her journey into content creation, building her personal brand, and partnering with brands. Listeners can expect to learn tips for overcoming fears around putting yourself out there online, best practices for working with brands as an influencer, and advice for building your own personal brand.==============================================================================Best Moments:(02:09) Overcoming the fear and intimidation of creating video content, building confidence through repeated action, and dealing with negativity/criticism(09:47) The creative process behind Hanna's content creation and how it has evolved over time(12:51) Advice for creators wanting to try short-form video content like dealing with the mindset challenges and exposure therapy(17:46) What Hanna looks for when partnering with brands — providing value to her audience, campaign structure, brand goals, creative freedom, budget(32:12) The importance of personal branding and putting yourself out there through content creation=================================================================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!