Stop The Scroll w/ Brianna Doe
B2B influencer marketing feels like the Wild West right now. The code isn't cracked, and success strategies are elusive. However, in B2C, influencer marketing is a revenue powerhouse—repeatable, scalable, and impactful.
Through this podcast, we'll dissect influencer marketing campaigns and programs, forge lasting partnerships that foster audience trust, and glean insights from top leaders and influencers in the field.
Whether you're crafting your inaugural influencer marketing initiative or seeking to elevate existing programs, join us on Stop the Scroll as we guide you through the journey. Thanks for tuning in!
Stop The Scroll w/ Brianna Doe
How ActiveCampaign Built a Winning Influencer Program + Tons of Tactics & Insights You Haven't Heard Before w/ Casey Hill | Ep 21
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.
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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
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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.