Read Time: 2 mins, 52 secs

Morgan J. Ingram has 155K followers on LinkedIn and is the CEO of AMP - a B2B marketing agency focused on video content and event activations.

Before that he trained hundreds of sales teams as the Director at Sell Better by John Barrows.

He’s also an advisor to several companies including Lavender and Cognism.

Morgan has more experience creating modern content on sales and marketing than just about anyone you know.

FAVORITE TAKEAWAYS

Here are 2 of my favorite pieces of the conversation:

1. What B2B Marketing Teams Get Wrong

2. How much money B2B influencers make

We breakdown these down below 👇

BREAKDOWN

What B2B Marketing Teams Get Wrong

Event booths are a waste of time

It’s great to be back at in person events. But is a booth worth it?

Your sales reps stand at the booth twiddling their thumbs. And most people who visit the booth are just looking for free swag.

But your sales reps have a badge quota. So they scan everyone who wanders within 50 yards. (high intent leads, am I right??)

Then they follow up with all of these people saying, “Great meeting you at the event!”

Instead, don’t pay for the booth, but pay for tickets. Have your team work the floor to hunt for existing prospects.

The other play is to host a curated event near the conference. Your prospects will already be in the area, but a smaller event helps you create a more engaged environment.

What do you think is a better ROI? $5K for a booth or $5K for a baller dinner with 20-30 specific guests?

Stop making e-books and whitepapers

Do you actually read these yourself? Didn’t think so.

So why do you think other people are going to read them?

And just because someone downloads it, doesn’t make them a high intent lead.

At best, this type of content shows that you can be an authority on a specific topic. But most people don’t consume information through densely worded PDFs.

Instead, re-write that content in a casual tone and post it on behalf of your execs. Better yet, create short videos based on these PDFs.

Those formats will give you a wider reach and build more awareness from your brand. From there, you can retarget those folks with trust building ads (i.e. testimonials, short cases studies on clients relevant to them, etc.)

If you’re hellbent on doing a PDF, make it a 1 page playbook.

Not allowing employees to post on Linkedin.

Some companies want all posts to be “marketing approved.”

On top of that, people who want to post, but are not allowed…they’re probably going to leave for some place that has a more modern marketing stance.

Not only do you lose out on their free marketing reach, now you’ll lose a bunch of money trying to replace them.

How much money B2B influencers make

The B2B influencer game is sneaky. Influencers aren’t required to let you know they’re being paid to post about a company…but it’s happening all the time.

Here are some of the going rates people can expect for sponsored posts:

Beyond that, rates can increase for full campaigns, and they can go even higher if an influencer is doing a full integration.

What types of things go into full integrations?

• Panelist / host of a webinar

• Branded posts on social

• In person appearances at events and conferences

• And any other things a company can think of

Has your company started using B2B influencers yet? Let me know - I’d love to hear some stories.

📚 Previous Editions

Justin Rowe - Co-founder / CMO @Impactable [Ep. 1]
Marketing Max - Founder @Growth Daily [Ep. 2]
Angela Kayal - CRO @Help Scout [Ep. 3]

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