Pierre-Loic Assayag is the founder and CEO of Traackr, one of the more sophisticated influence identification platforms on the market. His technology analyzes influence not by reach, but by relevance, often surfacing influencers brands would never realize were worth reaching. As a global platform, Assayag also has insights into the differences in influencers and influence […]
Identifying Influencers by Relevance, not Reach Read More »
Michael Brito is one of the more experienced business-to-business (B2B) influence marketing practitioners in the world. He is the executive vice-president for the Zeno Group and has spent almost two decades building relationships for technology and SaaS companies in the Bay Area and around the world. His ideas and strategies around business-to-business influence marketing are
The Fertile Ground of B2B Influence Marketing Read More »
Just a few days after my Winfluence interview with Onalytica’s Alistair Wheate, his company announced the first major philosophical advancement in influencer marketing in years. Onalytica playfully announced on its blog that it is bidding farewell to influencer lists. But the real news of the announcement was the company will no longer simply look at
Onalytica Redefines Influencer Categories, Moves Industry Forward Read More »
Onalytica evolved from the public relations and communications side of the marketing world rather than the advertising side. As a result, its approach to influence marketing is decidedly different than many of the advertising-oriented tools you find on the marketplace. It’s almost as if Onalytica stands as the PR argument for influence marketing philosophy while
Is Influence Marketing an Advertising or Public Relations Function? Read More »
As I perused the data coming from another survey of influencers about the state of influencer marketing, I kept thinking, “Yeah, this sounds right.” Just over 80 percent of influencers say they prefer mostly monetary compensation. The other 20-or-so say they prefer products and services as compensation. Over half say they would accept products and
The Global Impact of Influencer Marketing Read More »
Sam Fiorella co-authored one of the first books on influence marketing in 2013. He then used that research and smarts to re-shape his agency to reverse engineer influence marketing using branded communities. These walled gardens give brands the opportunity to research and identify pain points in the consumer journey to know exactly who, what, why
Reverse Engineering Influence Marketing Through Branded Communities Read More »
The biggest challenge brands often face in influence marketing is understanding influencer relevance is often more powerful and reach. Tabitha Hawkins founded the Association of Influencers and Content Creators to help influencers be more attractive to brands while also advancing equal representation and fairness in how brands leverage influencers. In this episode of Winfluence –
Identifying Influencers by Relevance Not Reach Read More »
Adrian Parker is the Global Vice-President of Marketing at Patrón Tequila and he has a very different take on influence marketing than many big-brand marketing leaders. In fact, his perspective is very much in line with the concept of Winfluence. Adrian and I talk about his take on transactional influence marketing versus that focused on
Transactional or Relationship? What’s Patrón Tequila’s Influence Marketing Approach Read More »
Kristy Sammis is the chair and executive director of the Influencer Marketing Association. The non-profit industry association is attempting to bring uniformity, standardization and cohesiveness across the influencer marketing industry. In this episode of Winfluence – The Influence Marketing Podcast Kristy and I discuss the IMA, unionizing influencers, standardizing metrics and the conflict of transactional
Is Standardization of Influencer Marketing Possible? Read More »
When business executives are asked about influencer marketing, the responses generally fall into two camps. They either believe in it or they don’t. And those that don’t usually lack an understanding of the value influencers bring to the table for a business. In my upcoming influencer marketing book, Winfluence – Reframing Influencer Marketing to Ignite
Let’s Start the Influencer Reframing Now Read More »
Small and medium sized businesses can now access an enterprise-quality influencer marketing management solution without breaking the bank. IZEA announced today its IZEA Unity Suite has a new, $500 per month price range spin-off called IZEAx Unity Starter Edition. The new price point doesn’t skimp on the functionality or features, but is limited to two
IZEA’s Unity Suite Becomes More Accessible to Small, Medium Business Read More »
TopRank Marketing’s 2020 State of B2B Influencer Marketing Research Report is out. The survey is a unique look into the breadth and depth of influence marketing in the business-to-business space. Over 300 business-to-business marketing and communications professionals surveyed in an online questionnaire netted the results. Almost three-fourths of the participants were U.S.-based. More than one-third
Influence Marketing for B2B Businesses Report Out Read More »