Product Led Growth strategies should be leaning into influencer marketing
Chris interviews Michelle Teo, the founder of Demand Conversion, a growth marketing agency for B2B SaaS companies. We delved into various aspects of applications in go-to-market motions for different types of clients, we talked about lots of broad conversations like the role of brand, using influencers to drive performance, remuneration, tactical considerations plus a ton more!
5 things you’ll learn.
The Strategic Role: We discussed how influencer marketing fits into the go-to-market strategies of B2B companies, emphasizing its importance in building trust and delivering key messages to target audiences.
Influencer Marketing for Conversion Goals: We discussed how influencer marketing can be particularly effective for product-led growth (PLG) motions, especially for companies with lower ACVs.
Collaboration Channels: Michelle highlights the key channels she uses when working with B2B influencers. LinkedIn, YouTube, newsletters, and podcasts are her stable go-to channel mix.
Creating Effective Campaigns: It starts with a strong briefing process and understanding the influencer's working style and tailoring specific talking points to align with their clients campaign goals.
Incentivised Alignment: Campaigns performance better when all parties are aligned with the incentivises being shared.
Favourite quote - "Fundamentally, I see influencer marketing as a channel where you can deliver the key messages that you want your target audience to hear.”