S2.E5: Influencer Marketing, with Claudia Pfau

Bona fide influencer Claudia Pfau joins Curtis and Tom to examine the potential of influencer marketing and its various implications, even in the B2B space. They discuss the importance of trust and authenticity in building relationships with influencers, the role of internal advocates, and strategies for identifying and leveraging influencers effectively. The conversation also highlights the challenges and rewards of building communities and the significance of providing value to audiences.They also explore strategies for leveraging smaller influencers and the long-term benefits of community-driven marketing efforts. N.B.: Follow Claudia on LinkedInBehold: A podcast about Yacht Rock and a community now 160,000 strong!Claudia’s community: #FindYourTribeTakeaways:Influencer marketing in B2B is broader than just social media stars.Trust is more important than audience size in influencer marketing.Micro-influencers often have deeper connections with their audience.Authenticity is key to establishing trust in marketing.Internal employees can serve as powerful influencers for brands.Building a community requires understanding the audience's pain points.Engaging with existing communities can be more effective than creating new ones.Providing value is essential for converting community members into customers.Influencer marketing has been happening in B2B for a long time, just under different names.Creating content and engaging in conversations can help brands find their audience. Patience is crucial in community building and marketing.Focus on audience needs rather than self-promotion.Creating value in niche communities can lead to growth.