The Duct Tape Marketing Podcast: How the Right Creators Can Transform Your B2B Marketing

Hosted by John Jantsch

Introduction: Episode Overview and Guest Introduction

In the December 12, 2024 episode of The Duct Tape Marketing Podcast, host John Jantsch delves into the transformative power of influencer marketing within the B2B landscape. Joining him is Nick Bennett, co-founder of Tech A Media Network and a go-to-market strategist specializing in converting demand into revenue through his innovative People First GTM model. With over a decade of experience in the B2B tech industry, Nick brings valuable insights from his book, B2B Influencer Marketing: Work with Creators to Generate Authentic and Effective Marketing.

Defining B2B Influencer Marketing

John initiates the conversation by exploring the concept of influencer marketing, noting that perceptions often vary between B2B and B2C contexts.

John Jantsch [01:40]: "Let's define influencer marketing. I suspect that the people would have different definitions of what that means or perceptions of what that is."

Nick Bennett [01:54]: "In B2B specifically, I think an influencer is someone who holds authority or credibility within a specific industry. So they could be a subject matter expert, a creator, a practitioner—people who share valuable insights and have a loyal, engaged following on various social media platforms."

Differences Between B2B and B2C Influencer Marketing

Nick emphasizes the distinct nature of B2B influencer marketing compared to its B2C counterpart, highlighting the importance of smaller, more engaged audiences in the B2B sector.

Nick Bennett [02:43]: "In B2B, it's not the million-person follower counts that matter. It's the 10,000 to 50,000 follower range—that's the sweet spot in B2B."

John concurs, noting the inefficacy of traditional celebrity endorsements in B2B contexts.

John Jantsch [02:57]: "Would you go as far as saying that traditional celebrity endorsements really are not going to work in B2B?"

Nick Bennett [03:09]: "Absolutely. I've seen B2B companies try, specifically at events, and it just hasn't worked. That's why so many are turning to working with creators."

Best Practices and Strategies for B2B Marketers

The discussion shifts to actionable strategies for effectively leveraging influencer marketing in B2B settings. Nick outlines the importance of aligning influencer partnerships with specific marketing outcomes and integrating them into broader marketing strategies.

Nick Bennett [03:56]: "It's understanding what are the outcomes that you want to achieve... Creators and influencers can be used as their own channel or as a tactic within other channels like events and social media."

He further elaborates on setting clear Key Performance Indicators (KPIs) based on goals such as engagement metrics, audience reach within specific industries, lead generation, and revenue impact.

Challenges and Limitations in B2B Influencer Marketing

Nick identifies common hurdles B2B companies face when implementing influencer marketing, primarily stemming from a lack of understanding and the tendency to treat influencer partnerships as one-off tactics rather than sustained programs.

Nick Bennett [07:01]: "A lot of people just still don't know how this works or how they should be operating or building a program from this... They think a one-off tactic will change the world, but it needs to be part of an integrated strategy."

Case Study: Path Factory Campaign

To illustrate successful implementation, Nick shares a real-world case study involving Path Factory, a content repository company launching an AI chatbot under a tight two-week deadline.

Nick Bennett [09:03]: "We partnered with Path Factory to build an influencer program focused solely on LinkedIn. Within a week, we secured 15 influencers and executed one of their most successful product launches."

This example underscores the effectiveness of a well-coordinated influencer strategy in driving awareness and signups, ultimately leading Path Factory to adopt a dedicated influencer management role.

Authenticity and Partnerships in Influencer Marketing

The conversation highlights the critical role of authenticity in influencer partnerships. Nick stresses that influencers must genuinely believe in and use the products they promote to maintain trust and avoid misleading their audiences.

Nick Bennett [12:08]: "You have to believe in the mission... If you're not a believer of the category and what you're looking to solve, then you're never going to be bought into anything."

John adds his perspective on maintaining authenticity by encouraging sponsors to provide talking points without scripting messages, ensuring content remains conversational and genuine.

Building Influence as a Content Creator

Turning the focus to content creators, Nick offers advice on establishing oneself as a credible influencer in the B2B space. He emphasizes consistency, engagement, and having a strong point of view.

Nick Bennett [17:30]: "You just have to show up every single day. Repetition and consistency pay off... You don't need the biggest number of followers, but you need an engaged audience."

He also discusses the benefits of niching down and developing a specific point of view to stand out amidst the vast amount of content generated today.

Looking Ahead: Future of B2B Influencer Marketing

In discussing the future, both John and Nick agree that the pace of change in marketing is accelerating, particularly with the integration of AI. They foresee a shift towards more human connections and authentic engagements as central to effective marketing strategies.

Nick Bennett [22:24]: "Marketers should master AI to enhance their strategies. It's not about AI taking over but about leveraging it to perform tasks more efficiently."

John Jantsch [22:43]: "It's another marketer who's just as strategic as you that's using it."

Conclusion and Additional Resources

As the episode wraps up, John invites listeners to connect with Nick Bennett on LinkedIn and explore his book, B2B Influencer Marketing, available on platforms like Amazon and Barnes & Noble.

Nick Bennett [23:02]: "Find me on LinkedIn. DM me. Always happy to chat with new people."

John expresses appreciation for Nick's insights, highlighting the value they bring to B2B marketers aiming to harness the power of influencer partnerships.

Key Takeaways

• B2B Influencer Marketing Defined: Focuses on industry-specific experts with engaged, niche audiences rather than mass celebrity endorsements.

• Strategic Integration: Influencer partnerships should align with clear marketing goals and be part of a comprehensive strategy rather than isolated tactics.

• Authenticity Matters: Genuine belief in and usage of the promoted products is essential for maintaining trust and effectiveness.

• Consistency and Niche Focus: Content creators should consistently engage their audience and develop a strong, specific point of view to build influence.

• Adaptation to Change: Embracing AI and human-centric strategies will be crucial for future marketing success.

For those interested in enhancing their B2B marketing strategies through influencer partnerships, this episode offers actionable insights and real-world examples to guide implementation and overcome common challenges.