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.”