Among the great things about social media is connecting to professionals and Angela Lipscomb and I have been connected upon multiple networks for several years. I value her relationship focus towards PAGE RANK and influencer relations because a lot of what is being done in the influencer marketing is transactional. As I like to say, it’ t the meaningful not the mechanised connections you make that lead to success.
As the Changer Relations Manager for SAS (business analytics software and services), Angela developed their first influencer plan back when her role was in business communications. Her work there and to media relations were perfect prep for her current influencer relationships role to identify, engage and control influencer relationships.
In this particular interview, Angela shares how changer marketing is structured within SAS, specific tactics, tools and suggestions about measurement. She also shares excellent insights about developing solid brand name and influencer relationships.
What brought you to the field of Influencer Marketing?
My background is good, old-fashioned PAGE RANK. About 10 years ago, I was handling the launch of a social media item and realized that a traditional press start just wasn’ t going to reduce it. I wanted to combine traditional push with social media experts (I don’ t think anyone had gave the term “ influencer” yet) and am didn’ t really know where to start. But even while I was doing it I actually knew it was a new dawn just for PR.
After that encounter, I realized that ignoring influential interpersonal personalities meant we were missing out on lots of possible promotion and coverage. Therefore , I began a kind of skunkworks procedure within my regular PR responsibilities. My management team recognized the worth and supported my efforts, plus it gradually evolved into a full-fledged worldwide influencer relations program.
The more personal touch-points a good influencer has within our organization the greater successful any engagement we have together is. @AngelaLipscomb
How is influencer marketing situated within your company? Ex: independent section that serves the brand plus departments / business unites or even is it more decentralized? What are the benefits of that structure?
Influencer relations at SAS rests within the external communications division. I actually, and my colleagues, are responsible for determining influencers, initiating outreach and keeping contact. However , we are closely associated with our go-to-market (GTM) leads within marketing, our internal subject-matter professionals, our event staff and the social media team. I am in everyday contact with our GTM leads once we work on campaigns and events. Yet everyone helps build the relationship along with influencers and contributes to the success of the connection. I find the more personal touchpoints an influencer has within our company the more successful any engagement we now have with them is. Influencer relations on SAS really is a community effort through the C-suite down.
What tips can you share regarding being more effective about influencer recognition, qualification and recruitment?
We used to think volume was the key to everything. The greater influencers we engaged with the easier we’ d be, and the a lot more followers those influencers had the greater successful they’ d be. We all don’ t think along those lines any longer. Now it is much more about quality more than quantity. So , we’ ve scaled back the scope of our wedding activities to focus on developing collaborative romantic relationships with fewer individuals. That means that will sometimes we focus on influencers which may not have the largest reach yet have greater engagement and subject-matter authority and the ability to inspire.
I want to get to know why is that person tick, and how SAS could be of help to the influencer, and not simply how they can be of value to all of us. @AngelaLipscomb
Influencer relations shares many commonalities with PR, and much of it is definitely relationship based. My approach is definitely to develop a genuine relationship rather than a transactional relationship. I have found that meeting in-person is invaluable. One of the things I the majority of enjoy about my job is the people I get to meet. Influencers are never boring! I want to get to know why is that person tick, and how SAS could be of help to the influencer, and not simply how they can be of value to all of us. That works both ways. I a lot appreciate when the influencer is also really interested in SAS. Some influencers take time to attend an event or visit our own headquarters to get to know us. That will demonstrates a true interest in a collaboration.
Are there particular B2B influencers that you keep going returning to because they are so amazing?
Well, I probably wouldn’ t be doing what I are today if it wasn’ t intended for Paul Greenberg . He had been my mentor for all things changer related when I started out a decade ago. This individual introduced me to other influencers such as Ray Wang , Denis Pombrian t, Esteban Kolsky and Brent Leary , who also helped with advice plus support. Those guys were in the vanguard of the influencer movement within B2B. Now we work with influencers from lots of different backgrounds including teachers, system integrators, consultancies, and indie analyst firms to name a few.
Trust is the most important feature of a successful influencer/brand relationship. @AngelaLipscomb
What characteristics make for a successful changer / B2B brand relationship?
I think trust is the central characteristic of a successful influencer/brand romantic relationship. We have to trust that the influencer can provide on a project whether that become a study, an e-book, a keynote or a webcast. We’ ve definitely had our share of understanding experiences. But those influencers that will deliver high-quality work definitely gain our allegiance. And we have to endure our end of the bargain, as well, and be a good partner. We must arranged clear expectations, make the process smooth for paid engagements, and provide well-timed feedback on deadline.
Speaking of technologies, any preferred tools or platforms you can reveal?
We’ lso are currently using Onalytica for identification and reporting. My spouse and i no idea when I first started dealing with them that they’ d turn out to be an extension of our team. Not only could they be providing a software solution, but they respond in an advisory capacity also. We now have regular meetings to discuss goals, as well as how to evolve the program. Obviously, they are residing and breathing influencer relations plus bring an unique outside in viewpoint.
Do you have a popular B2B influencer marketing campaign that you can talk about? What made it successful?
We recently worked with a good influencer on an SEO project. All of us wanted to appear on page one of Search for a specific term. We asked the influencer to participate in the thought leadership Q& A within the topic and made sure to enhance it for keywords. With the help of the particular influencer promoting the piece we all quickly realized our goal.
The holy grail of most metrics is to trace an influencer-related activity back to sales. Yet lead gen isn’ t the particular be all and end all of. @AngelaLipscomb
What advice can you share regarding measuring success with influencer advertising?
The ultimate goal of all metrics is to trace a good influencer-related activity back to sales. This really is something that everyone in the organization may agree is a bona fide success. Therefore , we like to involve influencers within lead-gen campaigns that we measure plus track in the pipeline. And we may compare campaigns that include influencers along with campaigns that don’ t to actually see the benefit of influencer participation.
But lead gen isn’ t the be all plus end all. Many different results could be counted as successes. We’ ve had multiple instances of an changer tweeting a link to a SAS e-book or a paper and it going virus-like. That always causes a lot of excitement in house.
The influencers we all invite to our events are always within the top five for total reach plus engagement so we appreciate their factor to SOV. And it’ h always wonderful when an influencer brings up SAS positively in the media. This is the result of informing and briefing plus maintaining a relationship with that changer, so they feel they can speak with expert about our company and the products. When an influencer also suggests SAS products to a client which is always a cause for celebration. This means they believe in us and the products, and that they trust us. Plus trust is the ultimate foundation associated with any relationship.
Thank you Angela!
If you would like to learn more about B2B influencer marketing , I will be moderating a panel at MarketingProfs B2B Community forum November 13-15th within San Francisco featuring Amisha Gandhi from SYSTEMS APPLICATIONS AND PRODUCTS Ariba, Doctor Konstanze Alex through Dell, and Luciana Moran from Gloomy & Bradstreet.
Listed below are the details:
Articles and influencer marketing are warm topics for B2B marketers around the globe as two of the most promising techniques for attracting, engaging and converting perfect customers. What many marketers don’ t realize is how participating with influencers can create even more reputable, relevant, and optimized experiences designed for target accounts. Join moderator Shelter Odden and an expert panel associated with B2B brand influencer marketing executives from SAP Ariba, Dell, and Dun & Bradstreet to understand how working with influencers and their own communities can help scale quality B2B content that gets results. You’ ll learn:
- The variety of benefits from B2B changer collaboration
- How main B2B brands plan, implement plus measure influencer content
- About processes and technologies that will support influencer marketing success
We hope to see a person there!
If you liked Business B2B Influencer Marketing Interview: Angela Lipscomb, SAS by Lee Odden Then you'll love Miami Internet Marketing Consultant