B2B Influencer marketing is booming right now. According to Forbes 94% of B2B marketers say influencer marketing is a profitable strategy, yet if you ask around you’re bound to find skilled marketers or founders who invested heavily in creator partnerships and ended up seeing less than desirable results.

Here’s the thing - unlike investing in safe, mature and refined marketing methods like ads or SEO, the influencer marketing route requires you to have a strong understanding of a few key aspects that might seem logical to a social media native person, but can blindsight you if you only got your first iphone after finishing college.

Today’s guest is Morgan J. Ingram, Founder of AMP - a GTM production company that helps businesses drive sales through account-based content. Rather than traditional marketing, they create engaging video content and events tailored to key accounts. This earns trust and boosts sales by connecting with target customers in an impactful way.

Morgan segments creators into 3 categories - brand ambassadors, who typically talk about the brand they're associated with, influencers who are classic content creators with a large following and subject matter experts (SME’s) who are highly esteemed thought leaders in a particular niche. Knowing which creator category is best for your goals is going to make all the difference between a profitable and an unprofitable creator partnership.

Tune into the full episode to learn how to navigate the landscape of B2B influencers and build profitable partnerships with the right people!

KEY INSIGHTS: 03:36 The 3 tiers of B2B influencers

05:35 How to choose a brand ambassador

06:27 Building a brand ambassador strategy

08:26 Structuring the right offer

10:16 B2B influencer outreach

11:57 Picking the person with the right content

14:20 Building up internal creators

16:52 How to identify the creators category

18:29 Aligning the incentives

21:15 Structuring a deal with an influencer

24:25 B2B Influencer marketing attribution

26:05 Structuring a deal with a SME

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