Oct 18, 2023
Today’s guest has been recognized by Business Insider, Hello Partner, and Appealie as one of the most influential and innovative marketing executives in the industry. She has 18+ years of experience in global B2B marketing, with a focus on SaaS, performance marketing, category creation, and creativity. Cristy Garcia is the CMO of Impact.com which was recently awarded G2’s Best Software Awards 2022 as one of the top 50 marketing products. Cristy joins Host Chris Mechanic to delve into the impact of influencer marketing, how to leverage partnerships in B2B marketing, and the benefits of affiliate marketing.
There are influencers who are already speaking to the prospects you need to reach. Rather than trying to reach them on your own, partner with the influencer that your prospects already know, like, and trust in order to reach this audience.
Before seeking out new influencers with whom you have no prior relationships, look at your current customers and see if any of them have large followings made up of the right people. They can be some of the most effective influencers because they have actual experiences with your product or service which they can speak on.
Once you have found the right influencers to reach your target audience, it’s best to let them develop the way they talk about the brand, rather than providing them with a strict talk track. Tell them your objectives and let them speak to their audience the way they know how to.
Used properly, partnerships can be extremely effective for increasing brand awareness, driving sales, and building trust through third-party validation. HubSpot's collaboration with B2B influencers is a great example of a successful partnership.
Invest in your team and treat them well. This is crucial for both getting great output from your team and retaining top talent.
One way to help your team avoid burnout is to encourage them to take one mental health day off a month.
Quote of the Show:
“My other big secret to success is to treat your team right and they'll treat you right” - Cristy Garcia
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