Influencer Marketing: A Strategic Approach for B2B Success

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In this episode of "It's Marketing's Fault," I had the pleasure of speaking with Mike Newton, a seasoned marketer specializing in helping brands build and scale in-house influencer marketing programs. Mike shared valuable insights and experiences from his time studying and working in China, highlighting the importance of influence in business development.

We delved into the misconception that influencer marketing is solely a consumer marketing channel, when in reality, it is a powerful tool for business development. Mike emphasized the need for B2B marketers to explore influencer marketing, as it offers endless possibilities limited only by imagination.

Throughout the conversation, Mike stressed the importance of strategy, metrics, and pricing in influencer marketing. He shared his three-step approach to determining pricing, emphasizing the need for a win-win situation for both brands and influencers. Mike also discussed the laborious nature of influencer marketing, likening it to an investment portfolio where diversification is key.

Moreover, Mike highlighted the infinite game aspect of influencer marketing, encouraging listeners to have fun and enjoy the process. He shared his website, buildinginfluence.org, where listeners can access his playbook and influencer marketing toolkit for free. Mike's passion for influencer marketing and his practical advice left me inspired and eager to explore the world of influencer marketing further.
https://buildinginfluence.org/
https://www.linkedin.com/in/mikenewt/

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