How the Right Creators Can Transform Your B2B Marketing

The Duct Tape Marketing Podcast with Nick Bennett

In this episode of the Duct Tape Marketing Podcast, I interviewed Nick Bennett, a pioneering expert in B2B influencer marketing who’s reshaping how companies approach digital marketing strategies. As a co-founder of TACK and author of B2B Influencer Marketing: Work With Creators to Generate Authentic and Effective Marketing, Bennett reveals the transformative power of authentic creator partnerships in today’s competitive business landscape.

The conversation uncovers a critical shift in B2B marketing: moving from traditional, corporate-driven approaches to a more human-centric, creator-powered strategy that drives real business results. Bennett’s insights demonstrate how the right creators can become powerful catalysts for brand awareness, lead generation, and revenue growth.

Key Takeaways:

• Micro-Influencers Matter: The sweet spot for B2B influencers is 10,000 to 50,000 followers
• Authentic Partnerships Are Everything: Partnerships should be collaborative, not transactional
• Strategic Influencer Marketing Drives Real Results: Integrate influencer strategies into broader marketing efforts
• The Creator Economy is Transforming B2B Marketing: Leverage subject matter experts who have credible industry voice
• Technology Enables Smarter Influencer Strategies: Focus on mastering AI tools rather than fearing them

Chapters:

• [01:02] Who is Nick Bennett?
• [01:40] Defining Influencer Marketing in B2B vs B2C
• [03:51] Best Practices for B2B Marketing and Influencer Integration
• [06:48] Challenges and Misconceptions in B2B Influencer Marketing
• [08:48] Successful Product Launch with Influencer Program
• [11:34] Effectiveness and Authenticity in Influencer Partnerships
• [15:23] Navigating Global Influencer Marketing
• [18:47] Niche Focus and Controversial Content for Engagement

More About Nick Bennett: 

This episode of the Duct Tape Marketing Podcast is brought to you by

Nobody does data better than Oracle. Train your AI models at twice the speed and less than half of the cost of other clouds. If you want to do more and spend less, take a free test drive at Oracle.