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Enterprise B2B Influencer Advertising Interview: Angela Lipscomb, SAS

Angela Lipscomb

One of many nice issues about social media is connecting with different professionals and Angela Lipscomb and I’ve been linked on a number of networks for a number of years. I respect her relationship focus in the direction of PR and influencer relations as a result of a lot of what’s being performed within the title of influencer advertising is transactional.  As I prefer to say, it’s the significant not the mechanical connections you make that contribute to success.

Because the Influencer Relations Supervisor for SAS (enterprise analytics software program and companies), Angela developed their first influencer program again when her position was in company communications. Her work there and on to media relations had been ultimate prep for her present influencer relations position to determine, have interaction and handle influencer relationships.

On this interview, Angela shares how influencer advertising is structured inside SAS, particular ways, instruments and recommendation on measurement. She additionally shares nice insights about growing stable model and influencer relationships.

What introduced you to the world of Influencer Advertising?

My background is nice, old school PR. About 10 years in the past, I used to be managing the launch of a social media product and realized {that a} conventional press launch simply wasn’t going to chop it. I needed to mix conventional press with social media consultants (I don’t suppose anybody had coined the time period “influencer” but) and I didn’t actually know the place to start. However even whereas I used to be doing it I knew it was a brand new daybreak for PR.

After that have, I spotted that ignoring influential social personalities meant we had been lacking out on a variety of attainable promotion and protection. So, I started a sort of skunkworks operation inside my common PR duties. My administration group acknowledged the worth and supported my efforts, and it step by step advanced right into a full-fledged international influencer relations program.

The extra private touch-points an influencer has inside our group the extra profitable any engagement we have now with them is. @AngelaLipscomb

How is influencer advertising positioned inside your organization? Ex: unbiased division that serves the model and departments / enterprise unites or is it extra decentralized? What are the benefits of that construction?

Influencer relations at SAS sits inside the exterior communications division. I, and my colleagues, are answerable for figuring out influencers, initiating outreach and sustaining contact. Nonetheless, we’re intently tied to our go-to-market (GTM) leads in advertising, our inner subject-matter consultants, our occasion employees and our social media group. I’m in every day contact with our GTM leads as we work on campaigns and occasions. However everybody helps construct the connection with influencers and contributes to the success of the connection. I discover the extra private touchpoints an influencer has inside our group the extra profitable any engagement we have now with them is. Influencer relations at SAS actually is a neighborhood effort from the C-suite down.

What suggestions are you able to share about being more practical about influencer identification, qualification and recruitment?

We used to suppose amount was the important thing to all the pieces. The extra influencers we engaged with the extra profitable we’d be, and the extra followers these influencers had the extra profitable they’d be. We don’t suppose alongside these strains anymore. Now it’s way more about high quality over amount. So, we’ve scaled again the scope of our engagement actions to give attention to growing collaborative relationships with fewer people. That signifies that generally we give attention to influencers who could not have the biggest attain however have higher engagement and subject-matter authority and the power to encourage.

I need to get to know what makes that particular person tick, and the way SAS will be of assist to the influencer, and never simply how they are often of worth to us.  @AngelaLipscomb

Influencer relations shares many similarities with PR, and far of it’s relationship based mostly. My strategy has all the time been to develop a real relationship relatively than a transactional relationship. I’ve discovered that assembly in-person is invaluable. One of many issues I most get pleasure from about my job is all of the folks I get to satisfy. Influencers are by no means boring! I need to get to know what makes that particular person tick, and the way SAS will be of assist to the influencer, and never simply how they are often of worth to us. That works each methods. I very a lot respect when the influencer can also be genuinely serious about SAS. Some influencers take the time to attend an occasion or go to our headquarters to get to know us. That demonstrates a real curiosity in a partnership.

Are there particular B2B influencers that you just maintain going again to as a result of they’re so superb?

Effectively, I most likely wouldn’t be doing what I’m right this moment if it wasn’t for Paul Greenberg. He was my mentor for all issues influencer associated once I began out a decade in the past. He launched me to different influencers like Ray Wang, Denis Pombriant, Esteban Kolsky and Brent Leary, who additionally helped with recommendation and assist. These guys had been on the vanguard of the influencer motion in B2B. Now we work with influencers from a lot of totally different backgrounds together with lecturers, system integrators, consultancies, and unbiased analyst corporations to call just a few.

Belief is a very powerful attribute of a profitable influencer/model relationship. @AngelaLipscomb

What traits make for a profitable influencer / B2B model relationship?

I feel belief is a very powerful attribute of a profitable influencer/model relationship. We’ve got to belief that the influencer can ship on a mission whether or not that be a research, an e-book, a keynote or a webcast. We’ve actually had our share of studying experiences. However these influencers that ship high-quality work undoubtedly earn our allegiance. And we have now to carry up our finish of the cut price, too, and be an excellent companion. We should set clear expectations, make the method seamless for paid engagements, and supply well timed suggestions on deadline.

Talking of applied sciences, any favourite instruments or platforms you possibly can share?

We’re presently utilizing Onalytica for identification and reporting. I had no concept once I first began working with them that they’d grow to be an extension of our group. Not solely are they offering a software program answer, however they act in an advisory capability additionally. We’ve got common conferences to debate objectives, and the way to evolve this system. Clearly, they’re residing and respiration influencer relations and produce a novel exterior in perspective.

Do you will have a favourite B2B influencer advertising marketing campaign that you may share? What made it profitable?

We not too long ago labored with an influencer on an search engine optimization mission. We needed to look on web page considered one of Google seek for a selected time period. We invited the influencer to take part in a thought management Q&A on the subject and made positive to optimize it for key phrases. With the assistance of the influencer selling the piece we shortly realized our aim.

The holy grail of all metrics is to hint an influencer-related exercise again to gross sales. However lead gen isn’t the be all and finish all. @AngelaLipscomb

What recommendation are you able to share about measuring success with influencer advertising?

The holy grail of all metrics is to hint an influencer-related exercise again to gross sales. That is one thing that everybody within the group can agree is a bona fide success. So, we prefer to contain influencers in lead-gen campaigns that we measure and observe within the pipeline. And we will examine campaigns that embrace influencers with campaigns that don’t to actually see the advantage of influencer participation.

However lead gen isn’t the be all and finish all. Many various outcomes will be counted as successes. We’ve had a number of situations of an influencer tweeting a hyperlink to a SAS e-book or a paper and it going viral. That all the time causes a variety of pleasure internally.

The influencers we invite to our occasions are all the time within the prime 5 for complete attain and engagement so we respect their contribution to SOV. And it’s all the time great when an influencer mentions SAS positively within the media. That’s the results of informing and briefing and sustaining a relationship with that influencer, in order that they really feel they will communicate with authority about our firm and our merchandise. When an influencer additionally recommends SAS merchandise to a consumer that’s all the time a trigger for celebration. Meaning they imagine in us and our merchandise, and that they belief us. And belief is the last word basis of any relationship.

Thanks Angela!

If you need to study extra about B2B influencer advertising, I will likely be moderating a panel at MarketingProfs B2B Discussion board November 13-15th in San Francisco that includes Amisha Gandhi from SAP Ariba, Dr Konstanze Alex from Dell, and Luciana Moran from Dun & Bradstreet.

Listed below are the main points:

B2B Forum 2018
The Confluence Equation: How Content material & Influencers Drive B2B Advertising Success

Content material and influencer advertising are scorching subjects for B2B entrepreneurs everywhere in the world as two of essentially the most promising methods for attracting, partaking and changing ultimate prospects. What many entrepreneurs don’t understand is how collaborating with influencers can create much more credible, related, and optimized experiences for goal accounts. Be a part of moderator Lee Odden and an knowledgeable panel of B2B model influencer advertising executives from SAP Ariba, Dell, and Dun & Bradstreet to learn the way working with influencers and their communities can assist scale high quality B2B content material that will get outcomes.  You’ll study:

  • The number of advantages from B2B influencer collaboration
  • How main B2B manufacturers plan, implement and measure influencer content material
  • About processes and applied sciences that assist influencer advertising success

We hope to see you there!

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