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CMOs, What's Not Driving 28% of Your Revenue?
Description
Introducing Cristy Garcia, the CMO of impact.com and a Chief and Forbes Communication Council member. With almost 20 years of experience in B2B tech marketing, she leads a team of 60 marketers at Impact.com and is a strong advocate for the power of partnerships and influencer marketing.
In this episode, Cristy talks about the rising importance of influencer and partner marketing. She discusses how mature partnership programs drive up to 28% of revenue (23% on average), as found in a joint study between Impact.com and Forrester. This is the main reason why this channel is becoming increasingly critical for B2B marketers and one that you only pay for when revenue is realized. Cristy shares examples of successful B2B influencer and partner marketing campaigns, including HubSpot and Zenefits. She emphasizes the importance of content in educating and engaging B2B buyers and reaching them at all stages of the buyer's journey.
"Partnerships can be both focused on brand and demand. But what's great about partnerships and influencer marketing is that you're only paying for the desired revenue outcome." - Cristy Garcia
Cristy provides a different perspective on assessing acquisition costs as categorized primarily into brand and demand, with partnerships and influencer marketing falling into both categories. What separates partnerships and influencer marketing is that payment is based solely on achieving the desired outcomes. This contrasts with the uncertainty of allocating a large budget to ads without guaranteed performance. Instead, funds can be channeled towards commissions for partners who generate sales or website traffic, facilitate lead generation, or provide exposure through panels and conferences. These partnership models are gaining in popularity due to their direct ROI.
Topics Covered:
- Referral-based vs. transactional partnerships
- How HubSpot got a 50% lift from partnerships
- Befriend your CFO with low-risk revenue generation
- Growing lead volume through partnerships
- The role of partnerships through the entire sales funnel
- Content to educate the 97% TAM not currently in-market
- Why you need more B2C in your B2B
- Why you must have a third channel: traditional sales and marketing alone is not enough
Follow Cristy Garcia on LinkedIn
on LinkedIn