502: An Outside the Box Approach to B2B Influencer Marketing w/ Tyler Farnsworth

ABOUT THIS EPISODE

In this episode we get to talk to Tyler Farnsworth, Managing Director at August United.

A relationship with the right referralpartner could be a game changer for anyb to be company. So what if youcould reverse engineer these relationships at a moment's notice,start a poncast invite potential referral partners to be guess on yourshow and grow your referral network faster than ever learn more atsweetfish media dcom, you're, listening to the be Ta, begrowth, show a potcast dedicated to helping bee to be executives achieveexplosive growth, whether you're looking for techniques and strategiesor tools and resources. You've come to the right place, I'm James Carburry andI'm Jonathan Green. Let's get into the show. Welcome back to the baby growth showweare here today with Tyler Fornsworth. He is the managing director at August,United Tiler, how you doing today, I'm doing great. How are you James, Iam?Wonderful? So if you have been listening to the show for a while, youknow that I did an episode a few weeks ago about tyler in his session at CTAcomp. He talked about influenceer marketing and it was such a good talkJohna than and I both loved it. So much that figured I would reach out Thotyter and see see if we could have him on the show to actually do an interviewwith him. So so tyter really appreciate your time today. I would love for ourlisteners to understand really why you are the guy to be talking aboutinfluence or marketing nd. So could you explain just a little bit of aboutAugust united and what unit team ware up to ever James appreciate the kindword. So, let's talk a little bit about August united, we're a full serviceinfluence, her marketing firm based in Phoenix Arizona- and I know thatterminology might sound a little bit strange. It's it's been a bit more ofan emerging tactic in the world of marketing over the last few years, andso really our our goal is we come in and help organizations design theirinfluence or marketing strategy and and go all the way through execution andreporting o of those strategies. Lo E, so as we dive into this topic, we'regoing to be talking about influence or...

...marketing, as it relates specificallyin the B T B world, and so as we died into this and spend the rest of theinterview talking about it. I'd love to kind o start with the y tyler. So so,why should the B T B marketer be considering influence or marketing? YouBet so there's a few things we think about and when we look at influence ormarketing in the space right now, we really saw it rise to prominence a fewyears back in the Beata Se world in the consumer world, in a big way where wesaw consumer package, good brands or beauty brands, a really drive this, thegrowth o of the industry in a big way working with large gale, eutubers orfolks on Instangran to discuss their product. Now. Yes, we've seen that alot, but the essence of influence or marketing is something that goes waybefore digital right working with folks who have influential voices who peopletrust who people care about their opinion, and so this isn't a new tactic.In that sense, it's just the way that we deploy it now is a bit different andeven though th the BTA s world has kind of led in that space we're seeing a lotof value in the betbworld. We know that that the buyer and the be Ta bbuyer isalso a consumer. Is a consumer in in the Betacy World as well, and they seethe way that this space changes they spend time on digital channels. Theyspend time on. You too. I spend time on facebook and oninstogramand on a lot ofthese places where these fots reside, Er these folks, reside and, and so forthat matter, there's a different approach, but definitely an importantplace for for organizations to play to really get their word out about theirproduct go. So, as I heard you talk about it atCTA comp it just, it makes so much sense that, of course, partnering withpeople that have the ear of of your...

...buyer and the trust that their audiencehas in them is something that you just cannot take lightly because it's reallike if, if I'm following donknowthey're Trish Bertuzi who's, athought leader in the sales development's face well, she's got aton of decision makers, sells development leaders, people that are,you know, VPS sales. She has a lot of those type of people following her onLinkdane following on twitter and for her to advocate for my product orservice to her audience. I just I don't think that can be overstated and I'mbought in, but to kind of get beyond the Y. let's say: Okay, peoplelistening to this, they understand why influence are marketing is so powerful.They want to start doing it, but I wan to kind of take the next turn here andsay: okay, what does the face of an influencor look like in a B to Bcontext? Could you run withthat force Fort Yeah? Definitely, L and let meexpound on that- why just a tiny bit more- and I think you you start keen inon that, but we as marketers are always looking for what are different andunique ways we can take to get in front of our buyer and the world of content.Marketing has exploded, and we really talked a lot about that. There's somegreat things out there, but there's also this this noise there's thisincredible noise in the space and we have to figure out ways to cut throughand US is the brand. We often feel we are the best voice and that can be true. We can be areally great voice, but the way that we're trusted can be a little bitdifferent and oftentimes people are wanting to hear from other voices inthe space, and so this is where we've seen this. This tactic come to bearefruit, where we can really identify and work with people who have the year ofour buyer and so to go to your to your question around the face. The face ofit of ABB. influencetere is a bit different depending upon who you are,but there's a lot of things that we can look at, and so you mentioned Linctonyou mentioned twitter. Both of those...

...platforms are outstanding places for toidentify in to work with with influences in the Beto B space. It isdifferent than the BTAC space. We still see a lot of value in outube as well,but Lincoln in particular. We've been really excited about recently. Thecontent just sticks around so much longer the half life for the Lifepan ofthat contents so much longer than what we see in other spaces, so being ableto wor identify and work with someone in that space to get content. Ow Isreally huge B T that face there's a lot of thingswe look at because you might say: Okay well great,you know, like the the individual you just brought up James. Let's say I wantto work with that person, but they don't know about my product wt. What doI do and there's some work to go there? Obviously, the lowest thinging throughare working to identify the people within your known network that havelarger than average reach. So this is looking at things like your currentWhit ar following or people who are currently in your email list or in yourknown network that are influential people. That's the first place to startbecause likely they ardier, obviously re aware of Ye, have some level ofadvocacy toward you and in many cases it's just just takes having a goodstrategy and asking them to be a partner with you on some sort ofcampaign, even simplistic things and there's a lot of things that we canlook at from an actibition standpoint when we talked about you know, b,podcast Lik, you know like this. If, if you or your organization run somethingakin to a podcast, you can invite someone that is a current advocate ofyour of your product to jump on and to share some of their knowledge of theirexpertise or some of their experience with your product and how it's madetheir life or their business. Better. There's tactics like Keyqu graphics andthose can be very simple and especially...

...if you create a a great template but towhere you're getting a key quo from an industry influencer on how your producthelps them, do their jobs better and to go back- and you say: okay, we'll tellher that's great, but my product's brend new and no one's used it yet orwe're relatively small or we don't know the folks in the space o we should beworking with. Are there's some really great people out there, but theyhaven't worked t that's what do we do then ut th there's a few things you cando. You can look at the space that you're in and work with them to discusswhat what their thoughts are about where the space is going and so, forexample, et', say you're in the bee to be tech world- and I know that's it's alarge world that software. U You run a sast platform and let's say thatthere's someone in that world that speaks about and writes about it andtalks about it, a lot. Let's call it the the IT security space. Ofesr atspace and there's someone who who's knowledgeable and that space talksabout it rights about it, a lot you can approach them and say: Hey we'reputting together. You know a top ten list going into twenty eighteen oftrends to think about in this space. We' love to feature you on that on thatlist, and I know that may not be the craziest or the most groundbreaking orearhshaking tactic, but it's things like that. That start to get them tosay, Ohokay, well, yeah, I'd like to land my hand to that, and so tell me alittle bit more about Yo and and it gets you into that path toward advocacyof your product. Gotta got and so doing things like that tyther kind of warming,the relationship you mentioning that's very aligned with something that I findmyself talking to people a lot about it. Just this idea of adding value to themfirst IFFOR and of going in with the right hook and asking them to be a fullblown advocate for your product of service by you featuring them in anarticle bt for your bog or a publication, you write for that'stangible value for them, it's...

...positioning them continuing to positionthem as a thought leader in the space, it's an ego stroke, but it's alsogiving them additional reach, which is, if they're they're a thought leg.They're always looking for opportunities to do that, and so byadding value first you're, allowing yourself to do that. So what would yousay what you know you you reach out, you say: Hey! We want to mention you inthis article, the ten trends to be on the lookout for in twenty eighteen, asyou begin to nurture that relationship. If, if that was kind of the way youinitiated it, what are some things that brains can do kind of moving forwardbeyond that initial engagement, to continue leveraging that thought,leaders, influence and and and reach yeah? And it depends on who they are onthe space? But there's a lot of things that can be done. I think that y youhit it on the on the head. I mean inviting, for example, even what you'redoing right now and I think what you do on your podcast, inviting, for example,me on to the podcast to come chat with the audience. There's a really goodlikelihood that I I didn't share this pod cast on the back end, which isgreat, and I think these things are the great you Kno O r great strategy, butgoing beyond there's a lot of things that can be done. We in the past haveworked with organizations to bring together a group of thesethoughtleaders, so we invited them to come to the headquarters of thatcompany. So we brought about ten folks down to the headquarter. flew 'em inhad, you know, had a bit of travel. It doesn't always have to be that way. Youcould do it virtually, but we had a think tank or a a brainstorming sessionwith this really heavy hitter group around how not just how the industryischanging but how their product could be taken to the next level and aleveragethat brainpower of that collective group to help design both productfeatures. So we had product people in there, but then also marketingapproaches and campaign concepts around how they could take their product tothe next level Andr. It was awesome because those folks, even if they onlyhad a small bit of experience with that...

...company before how do you think theythink about Ao, they LEAV othey're, all in a and I could even I don't know ifthis is something you guys did with them while they were there, but I wouldimagine, there's there's probably some pretty great opportunities to createcontent while they're there on site. You knowin a green rumor or do some sort of you know kind of logstyle video with all ofthese thoughtleaders being in your conference room, I would imagine youcould probably put together a really quality video pieace that you know putyour brand and associates then with not just one influenceher, but teninfluenceer sitting around the table that all of those influencers wouldthen go and share after the fact so yeah I I love that idea. That's notsomething that I thought about before, but getting influencers bought in onHey. How can we make our product better? How can we be better and asking fortheir advice is Super Smart Strategy? It's not always something you can doout of the gate. C S. You do need to warm that relationship up ythere'sother ways to do it too. If you are attending the same conference that alot of these folks are and you're inviting them to a day or a cessionbefore or after the conference, obviously lining schedules, but ththere are ways to do it to really get those folks together, and you knowsomething n and James. If you'd permit this, I it's something I I faile totalk about early on is really when you're looking at that face of theinfluence, or you have to ask a lot of questions of your of yourself and ofyour team at the beginning to identify who the right folks are for you to workwith, and a lot of these things that we look at or r things that you would lookat marketing in general, but you Elo Oky, who do we serve? Who is ourcustomer? Having that? You know that that real clarity around who they areone of the things that they care about? You know what drives them. What arethose sorts of things? Where do they get their knowledge, whether they learnmore t about the type of product that we that we offer? Who are the type ofpeople that they would follow or could...

...follow? And then that helpd you tostart getting the place of terms and key terms and people and and th theright kind of people that we know we can start looking at and it's notalways as direct or as distinct as you might think. Sometimes the umbrella isa bit larger and y. You may say: Okay Well, IAM, I'm an industrial Ahesivmanufacture, so I can only work with industrial ahesive influencers wellWellno. You know I mean there are going to be some folks like that that exist,but the th, the Suath of quantity of those people are not is not going to behuge. But let's look at some other things. Are there engineeringinfluencers in general, mechanical engineering and influences that couldmake sense? Are there individuals who who talk about the efficiency ofrunning a plant or a manufacturing facility? I M an you, can really startgoing up a couple of layers and looking yet all of the people who are withinour biocycle ore by our chain and who are the type of people that they mightfollow or might care about and mapping those out really asking yourself. Thosecritical questions forcing yourself to to go down the path of Ri. You know notsticking yourself in a silo, but just thinking outside the box a bit I thinkyeah makes makes a whole lot of sense yeah. So this next pieace tyler andreally this is where we're going to close out the interview. I'd love totalk about measurement. I know a lot of the marketers that I'm talking to thisis something that that that they obviously care a whole lot about. So,as someone is, is implementing an influence or marketing strategy, how dothey need to be thinking about measurement of the results on the backend? You so I like this. So there there's, obviously with any marketingtactic, there's a bit of investment, whether it's investment of time, whichis obviously money as well or an out. You know an output of money as well, soyou have to look at it. What are we getting out of this and there's? A lotof things that we can look at by and large influence or marketing is, is atop a funnel tactic. Are there things...

...that drive specific action? Absolutely,but I think that you need to keep a focus of I'm trying to get in front ofa large quantity of people who are myrite kind of people and do so inideally a much more authentic way than if it was something coming directlyfrom me as the organization so just to set expectations. We look at it fromthat perspective, but there's a lot of things we do and it depends on some ofthe tactics that you've taken. Certainly, we look at the quantity ofcontent and the quality of content. That's been created at some moretraditional metric like impressions that you know he quantity of people wewere able to get in front of if it was a video piece of content of views,those sorts of things. But then there are some of the more tangible metricsif we were sending people to a direct landing page that made sense from thatinfluence or partnership, we track all kinds of things there. You know fromthe quantity of cliqks to the time on site, to the actions taken on sight andyou can get real specific n. Some of our clients will get real unique withthese landing pages and have specific content from that influencer on thatlanding Pinion, so that it is more of a a Kangoon experience. Tre that camefrom this person's twitter, this persons slinkton post they clickedthrough, and then they saw that same person's face with a Qu and then alittle bit Moreinfo on the product and some sort of lead capture or whateverthat called to action is and playing around. With that a bit S has reallyproven out beneficial to a lot of our clients from there. You can even take tthose sort of assets and create paid media units so whether we're doing someremarketing retargeting to folks based upon them visiting that site that haveagain visuals from the influenceo that they know and trust and whith thecalled action and just getting creative, with a lot of that, it's really thatnext evolution of influence or marketing, and so I know that thatthere w was kind o wide there. But but...

...we look at a number of different thingsmeasure a lot of those those things. The reason why I haven't just onstraight to sales or Straicht to the conversion. We know that that's thegoalright, but there's a lot of other things. A we have to look at in orderto determine whether or not or getting value out of this tactic, gnreallymaking sure that it's a part of that conversion funnel and it's notnecessarily going to be the silver bullet that makes sense toither. Thishas been fantastic. I I think you've shared you show some things here thathave definitely opened my eyes to some different things that I hadn't thoughtabout before. If there's somebody listening to this and they want to stayconnected with you or they want to learn more about August united, what'sthe best way for them to go abo doing both of those things so personally,reachyo ontwitter at Tyler, Forinsworth, Giler, farn s, wor, th or directly atAugust, United Otcom, there's a contact dsk form there or hello t august Younot,O Dotcom and would be happy to Cha Awesometi again. Think you so much foryour time. Today, that's been fantastic, so I really appreciateit areciatedJames Tick care. If you'RE ABE TO BE MARKETER, we wantto feature you on sites like Puffington, post, social media, Examir and chiefmarketer. Every week we send out a question related to be to be marketing.We use the responses to those questions to fuel the content. We write forreally popular websites to head over to sweetfish media, dotcom, backslashquestions and sign up today. Thank you so much for listening until next time.

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