Stop The Scroll w/ Brianna Doe – Details, episodes & analysis

In this episode of Stop the Scroll, host Brianna Doe interviews Natalie Marcotullio from Novatic about building and managing a hybrid influencer and advisor program for B2B SaaS companies.

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Best Moments:

(00:34) Introduction of guest Natalie Marcotullio and her role at Novatic

(01:30) Overview of Novatic's hybrid influencer and advisor program

(03:32) Criteria for selecting advisors and the importance of audience match

(05:06) Structure of advisor deals and the benefits of starting with 3-month contracts

(07:46) Tracking results and measuring word-of-mouth impact

(10:55) Challenges in managing the program with a lean marketing team

(14:00) Evolution of relationships with advisors over time

(17:13) Approach to adding new advisors to the program

(19:58) Tips for building an advisor program, including compensation structure

(21:50) Final thoughts on creating meaningful relationships with advisors

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Guest Bio
Natalie Marcotullio is the Head of Growth and Operations at Novatic, where she focuses on helping SaaS companies improve their prospects' buying experience. As a two-time solo marketer for SaaS startups, Natalie has built and refined Novatic's hybrid influencer and advisor program over the past two years, growing it to include 13 different advisors.

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The Secrets to Thriving Creator-Brand Partnerships

If 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 Nick Bennett, founder of Tack, a marketing and media firm, to discuss the growing role of B2B influencer marketing, the creator economy, and the future of brand-influencer partnerships.

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Best Moments:

(01:22) How people-first go-to-market (GTM) strategies tie into influencer marketing and build stronger connections between brands and their audiences

(05:02) How to maintain authentic relationships with influencers while driving business results

(09:47) Why micro-influencers are key to successful B2B marketing campaigns

(21:26) Differentiating between creators and influencers and why audience engagement matters more than follower count

(27:14) Setting fair rates for influencers in this range and ensuring value for both sides

(32:17) Why the industry needs more matchmaking services between B2B brands and influencers

(32:46) A preview of Nick’s upcoming book, which explores the future of influencer partnerships in the B2B space

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Guest Bio:

Nick Bennett is the founder and co-founder of Tack, a marketing and media firm specializing in B2B influencer marketing. A strong advocate for people-first go-to-market strategies, Nick also serves as an advisor for Limelight, a B2B influencer marketing platform, and is the author of an upcoming book that provides insights on how B2B brands can effectively partner with creators and influencers to drive revenue and business impact.

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The Secrets to Thriving Creator-Brand Partnerships

If 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 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.

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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

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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.com
LinkedIn: 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.

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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

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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.

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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

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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!

In this episode of Stop the Scroll, host Brianna Doe interviews Alex Boyd, co-founder of Aware, a LinkedIn analytics and engagement platform. They discuss strategies for building thought leadership on LinkedIn, using creator marketing for demand generation (this idea was really cool), and tips on growing YOUR personal brand and company brand.

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Best Moments:

(06:17) How Alex built his personal brand on LinkedIn over 5+ years by sharing his knowledge and experiences

(08:53) Advice for getting senior executives to buy into thought leadership on LinkedIn

(14:02) Using LinkedIn ads to supplement organic thought leadership content

(20:55) Transitioning from "influencer marketing" to "creator marketing"

(23:00) Aware's creator marketing program structure - no fixed fees, 30% lifetime revenue share

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Guest Bio:

Alex Boyd is the co-founder of Aware, a LinkedIn analytics and engagement platform used by over 1000 brands. He has grown and sold agencies previously and is now focused on angel investing.

Interested in using Aware? Here's my affiliate link!

In this episode of Stop the Scroll podcast, host Brianna Doe discusses a recent influencer marketing event she spoke at hosted by Sprout Social called "Under the Brandfluence". She breaks down what made this event successful from the intentional speaker lineup to promotion strategies to how Sprout Social worked with speakers like herself. Listeners can expect to learn best practices for hosting their own influencer events.

Best Moments:

(01:04) Sprout Social's influencer marketing event "Under the Brandfluence" and if the event was worth it

(02:50) How Sprout Social promoted the event alongside creators, not just speakers

(03:57) How they gave speakers great audience demographics & interests + the freedom to create a great session
 
(06:24) Allowing speakers to mention other tools, not just Sprout Social

(07:10) Made it easy for the speakers to create content AND co-promote the event

In this episode of "Stop the Scroll", host Brianna Doe digs into the importance of diversity and representation in YOUR influencer marketing campaigns. She provides data showing the demand for diversity among consumers and the benefits diverse campaigns can have. Brianna then offers actionable tips for marketers looking to improve diversity in their influencer programs.

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Best Moments:

(01:57) Data shows an increasing percentage of influencer marketing deals going to racial minorities, yet there is still a significant racial pay gap

(02:32) 62% of consumers want influencers to represent diverse backgrounds, but only 22% of top influencers are BIPOC

(03:26) Incorporating diversity is good business — drives purchasing decisions, brand loyalty, higher ROI

(05:46) Don't launch campaigns aimed at minority groups without first engaging THEM in dialogue, and how Bumble learned about this firsthand

(06:31) Prioritize diversity in influencer search criteria and partner with agencies focused on diversity

(07:32) Practice equitable compensation and give them creative freedom

In this episode of Stop the Scroll, Brianna Doe and Obaid Durrani talk about how Obaid builds and perceives effective influencer marketing programs, creating media engines within companies, developing frameworks to scale content creation, and more!

Best Moments:

(01:47) The 8-part "Easy Mode" framework for enabling B2B companies to build in-house media engines

(07:52) Activating internal company creators beyond just the marketing team

(32:50) Vanity metrics are valuable and are the "first wave" of feedback

Guest Bio:

Obaid Durrani is an innovative B2B marketer who created a framework that propelled a marketing agency's growth by over 800%. He has worked with companies like Cognizant and HockeyStack to transform their marketing teams into scalable content engines.

In this episode of Stop the Scroll, host Brianna Doe interviews Katie Penner, Head of Sender Relations at Sendoso.

They talk about the Sendfluencer influencer marketing program she built. You'll learn how Bri approached building an influencer program focused on driving pipeline and revenue rather than just vanity metrics, tips for identifying and vetting the right influencers, and advice for marketers looking to launch influencer programs.

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Best Moments:

(04:09) Building meaningful relationships with influencers

(04:40) Building a micro creator community

(07:17) Creating trust and transparency in B2B influencer marketing with Sendoso

(08:12) Choosing influencers based on values and engagement

(09:49) Building authentic relationships with influencers

(11:01) Maximizing ROI through strategic marketing approaches

(12:47) Collaborative influencer program in B2B marketing

(13:25) Interactive and collaborative influencer programs in B2B

(15:56) Discussion on creative freedom and hands-on experience in content creation

(16:11) Balancing trust and control in influencer marketing

(17:43) Influencer marketing and trustworthiness in the LinkedIn community

(19:44) A real B2B influencer marketing example that succeeded

(23:44) How to improve your marketing campaigns

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Guest Bio:
Katie Penner is the Head of Sender Relations at Sendoso, where she leads the Sendfluencer influencer marketing program. Over her 3+ year tenure at Sendoso, Katie has held various roles in sales development, strategy, and marketing.

Company Bio:
Sendoso is the leading sending platform, enabling businesses to stand out with unique direct mail, eGifts, and brand messaging at scale. The Sendfluencer program partners Sendoso with business influencers on LinkedIn.