Subscribe
Share
Share
Embed
Welcome to the Revenue Rebels podcast, hosted by Alan Zhao, Co-Founder of Warmly.ai.
We feature B2B SaaS revenue leaders who have challenged traditional methods to achieve remarkable results.
In each episode we cut through the fluff and dive deep into modern tactics used to achieve success: intent-based outreach, social selling, B2B Netflix, video marketing, warm calling, customer led sales, influencer marketing and more.
On the show you can expect episodes with those who create demand - marketing experts, partnerships gurus and social media superstars and those who capture demand - outbound and inbound sales experts, leaders, and practitioners.
Our goal is to shine a light on modern, effective and unique revenue generating methods and equip you with the insights you need to unlock your next strategic advantage.
We're huge proponents of signal-based selling and signal-based, data-driven B2B go-to-market as a whole. Ask us what "Autonomous Revenue Orchestration" means and we'll be more than happy to shine a light on our vision of what the field of B2B revenue will become.
For more content, check out our YouTube page and LinkedIn newsletter!
Morgan J. Ingram: [00:00:00] If you don't have the cash to start an influencer program, the brand ambassador is good because you can give them an affiliate link. And then it could tie back to some revenue at the end of the day, you could have a static offer for everyone. But again, you want to make people feel special, right? So I got to figure out what the goals are of the creator.
Morgan J. Ingram: Some people could want a lot of equity. Some people just want cash only. Some people just want the product and they just want to do affiliate because they want to test stuff out.
Alan Zhao: Welcome to the Revenue Rebels podcast brought to you by Warmly. On this show, we cut straight through the fluff and dive deep into the specific tactics that B2B revenue leaders across sales and marketing are using to find success in today's environment.
Alan Zhao: I'm your host, Alan Zhao. All right. Super excited to have on here. Morgan Ingram. He's the founder and chief edutainment officer, CEO of Amp. AMP enables B2B organizations to leverage B2B influencers, subject matter experts to produce pipeline generating content. He's also the creative and content advisor for a number of the hottest go to market tech companies out there.
Alan Zhao: [00:01:00] Some incumbents like Cognizant, some coming up like ComStore and Champify. He was the host of his own podcast, One Up Formula, a creator of the SDR Chronicles, and a full time sales trainer and content creator at Sell Better. So you can see there's two common threads in his career, creating content and educating.
Alan Zhao: And he's grown a large following as a result of it. Today, we're going to talking about influencer marketing, how it works, what's the playbook and how you can use it to generate a pipeline. Morgan. It's great to have you on the show today. Oh, I am amazing to be
Morgan J. Ingram: here. Excited to dive into this topic. Lots to talk about here.
Morgan J. Ingram: Lots to talk about. This is a
Alan Zhao: deep one. Can we get into a quick background, just one minute background about yourself before we dive in.
Morgan J. Ingram: Sure. So started off as a sales development rep and it was mentioned, I had created the SRA chronicles four months into that role. Uh, and then after seeing success in that role, really went into being a manager as an SDR.
Morgan J. Ingram: And then I really just took sales development to the next level. It started training on it with JV sales and with John Barrows. [00:02:00] And that's where I learned a lot about sales. I learned about how to prospect and learn how to, Do public speaking how to speak to large audiences. I learned a lot during that role And I just saw the intersection of sales and also content and linkedin I brought that all together and created amp and so i'm excited to talk about what we've been building and what i've learned in this journey
Alan Zhao: This is really interesting.
Alan Zhao: You know, I always hear people talk about how sales is about process. It's about you know a system But how much is public speaking charisma? How much does that move the needle in your opinion based off your
Morgan J. Ingram: oh a ton a ton yeah, the You Public speaking is very interesting because it is formulaic in a way, like there are certain things that you want to do every single time, but it's so intuitive because you have to read the audience.
Morgan J. Ingram: You have to know what they're looking for. You have to set it up in a certain way where people are going to receive the message. And a lot of people don't really think of it that way, but I've learned so much just by thinking of it in a completely different way of how to really be with the audience [00:03:00] instead of speaking directly to them.
Alan Zhao: Yeah. And when you have an audience in front of them for front of it, you can basically see the reactions. You can fine tune yourself. I think of in terms of comedians what they have to deal with. Oh my
Morgan J. Ingram: That's hard. I I don't feel I I look dude that is Extremely difficult to do and call it out right now.
Morgan J. Ingram: That's hard There's the highest level of sales right there, right? That's hard like doing that is very difficult. And then also Public speaking and doing sales training is one of the hardest things ever because you're dealing with salespeople And they will write you off so quickly if they don't like what you're saying.
Morgan J. Ingram: And you're going to feel a little uncomfortable about it. So those are just things that I've learned along the way. Very interesting. One
Alan Zhao: of the best training grounds, I'm sure. Yeah. So let's dive into the main topic. And, uh, you talk about there's three tiers of Influencers and influencer marketing. Yeah.
Alan Zhao: Could you go go over those three really quickly for the audience?
Morgan J. Ingram: Yep. So the three tiers are the number one is the brand. So the brand ambassador, [00:04:00] and then the second one is the influencer. And then the third one is the subject matter expert.
Alan Zhao: Got it. And then tell me more about the brand ambassador, influencer, subject matter expert, how to think about those three.
Morgan J. Ingram: The, the, the brand ambassador transparently is the one that people don't, um, Want to be, this is what I, this is what, and let me clarify what that means. So most people, when they go to an organization, they're like, Hey, let me be a strategic advisor so that I could use that title to use this leverage to do other things.
Morgan J. Ingram: But effectively most people on LinkedIn as a strategic advisor, they're technically a brand ambassador and the brand ambassador. Normally their following is about five to 20, 000 followers, but also it's the definition of what it is. The brand ambassador is someone who is like loosely talking about the brand.
Morgan J. Ingram: They're not as integrated. They don't really know what's going on as much. You might only have one point person that you work with. Like it's not, it's just not as big. Right. And so you might just get an affiliate link just to promote this or you're getting paid [00:05:00] based on the campaign or you're getting paid very, very little.
Morgan J. Ingram: Uh, in terms of the monthly that you would get as a brand ambassador. And the thing about brand ambassador is because you're let's put it this way your Definition of scope isn't as deep You can work with more brands being a brand ambassador. Like for example, I was a brand ambassador in college for Gillette And so I wasn't like an influencer for them, but I was a brand ambassador.
Morgan J. Ingram: So, you know, I, I helped them with certain campaigns, you know, I did certain things for it. Like it was, it was, it was fun. But I think we have to start thinking more in terms of brand ambassadors first, instead of being like, I want to go build all this different stuff with influencers. It's a great place to test with brand ambassadors first.
Alan Zhao: How should companies think about
Morgan J. Ingram: brand ambassadors? I think you should think about them in a couple of ways. So one is if you're doing like a product, Campaign. So you're like, we have a product update. We want our awareness. We want noise. I'd get a lot of brand ambassadors for that because you're trying to create a ton of noise.
Morgan J. Ingram: Or if [00:06:00] you don't have the cash to start an influencer program, the brand ambassador is good because you can give them an affiliate link. And then it could tie back to some revenue at the end of the day as well. So that's the way I would do it
Alan Zhao: for most companies. Got it. And how do you kick off a brand ambassador program?
Alan Zhao: One of the things that I actually, I get asked a ton of times is like, how do I structure the agreement? When I meet with them, what do I say? How do I reach out? What's the, what's the tactical playbook here? Where do you want to start? That was four questions, right? Let's just start. Let's start at the right time.
Alan Zhao: Like I want to run a brand ambassador program. I have this big product launch that's coming up. I know nothing about this.
Morgan J. Ingram: Okay. First thing, first thing that you want to do is you have to find out who are the right brand ambassadors. And the best place to start asking those questions is to your customers first.
Morgan J. Ingram: So I would go talk to your customers, run up on them, just ask and say, Hey, like, who do you follow on social? And then that will give you a good understanding of who you potentially can go get. [00:07:00] I also would ask your team, let's say you're selling to salespeople. I'd ask your team, who do you follow? Right?
Morgan J. Ingram: If you're talking to it, us, your IT team, who do you follow? Right? These, these are simple steps in the beginning. Instead of going and doing Google searches and finding all this stuff out, like just ask the people that you're trying to get in front of, they're probably going to know it leads you in the right direction.
Morgan J. Ingram: And if you want to do more Google searching and do some more double checking, like that's on you at that point, I'm just saying this is a good start. So once you, once you've identified that the next step is reaching out. So when most people reach out, they're like, Hey, we're doing this campaign. Uh, you should work with us.
Morgan J. Ingram: And then that's it. It's just like, that's just not it. So you have to think about reverse engineering and what does the creator want? Or the ambassador want, you know, they're going to want some compensation at the end of the day. So I think the best way to approach anyone is to say, Hey, I've been seeing you post content about X, our product solves this, would [00:08:00] you, would you be open to checking it out and then talk about a potential partnership?
Morgan J. Ingram: You have to show that you actually know a little bit about their work. And not just like, I love your content, like talk about a piece of content that you actually liked because like, otherwise you're just doing the same things. Everybody else. So like the likelihood of you getting that person is super low unless you're obviously like, you know, slack coming out of nowhere saying, Hey, I want to do some work with you.
Morgan J. Ingram: That's a little bit different, but most people are not at that level. Right? So we have to come in with a different perspective. And this is the perspective that we have to come with to get that person to be interested, to have the conversation. Good.
Alan Zhao: Is there anything besides, um, knowing about their quality content or compensation?
Alan Zhao: Like for, for example, I think most brand ambassadors probably want to grow their audience. So if they maybe see your brand growing, or maybe if you have a platform they'd want to come on, or is there anything else that we can offer?
Morgan J. Ingram: You can, but also this, to be transparent with you, most people say I can give you exposure, but they don't.
Morgan J. Ingram: So you have to be, you have to be like, I'm [00:09:00] like this, but you gotta be real with that. You can't say, I'm gonna get you exposure. And then you actually aren't. Like you got to legitimately have more exposure than the person that you're reaching out to not, Oh, we can get you exposure. And then it's like, okay, I could get this.
Morgan J. Ingram: I'm getting the same exposure, if not more than you right now. So just be mindful when you say, Oh, I can get you exposure transparently. A lot of creators are getting. Annoyed with that term, right? Because it's like, you have to make sure that you're actually offering that. And then if you do have exposure, if you have a huge list, if you have these things going on, that's fantastic.
Morgan J. Ingram: Another thing that you can also offer is the product for free for six months as well, or however long you can offer it, that's a huge value add. Because. Especially if someone is up and coming, creating content, maybe they have to pay for all their tech stack, right? Maybe they went off on their own and they don't have money to pay for that tech.
Morgan J. Ingram: So that's a good way to give them some taste of the product as well. Um, but it also depends on how you're going about it. So those are just some examples of how you want to do it. And another thing that you want to pay attention to. When you're identifying the brand [00:10:00] ambassador, I always tell people to watch out for character.
Morgan J. Ingram: Now there are obviously some things that will slip through the cracks, but you want to make sure that at the day that this person you're speaking to is a, is a overall good person too, because if they start posting stuff, it's out of pocket, this is supposed to be your brand ambassador. They're all, they're all out of scope.
Morgan J. Ingram: You don't want that. You don't want that to happen.
Alan Zhao: Got it. That makes total sense. Coming back to now, we've identified the brand ambassadors, the content's good. They align with our brand and what we want to do with the product launch. I'm about to reach out. Do I do it through email? Do I do it through LinkedIn?
Alan Zhao: Do I do through warm intros? What would the copy be? And the first message?
Morgan J. Ingram: Yeah. So I think the best, I think the best place to probably LinkedIn messages to get crazy too. I think it's a multi touch approach. I would go to LinkedIn first because you could connect with them and then you could easily, you know, You know, reach out there and then if they don't get response on LinkedIn, you can do email.
Morgan J. Ingram: And then if you need an intro, you can as well. The good thing is that if you're getting multiple brand ambassadors, let's say if three people said [00:11:00] yes, you could use that as leverage too. Right. And so, for example, of how I'd reach out to someone, I'd be like, hi, Sally, you know, the reason I'm reaching out is, and I love the content that you're posting right now on cold calling, especially that post you said on the intro.
Morgan J. Ingram: I actually shared that with my team. Uh, anyways, we're working on a campaign that we'd like for you to be a part of. I think that your content would be great for that. Would you be interested in hearing me out? It's as simple as that. So it's, it's just like a sales message that I would reach out to a prospect with.
Morgan J. Ingram: I'm leading with the reason on what I saw first and shout out to McKenna is to show me, you know, me, right. Most. Messages I get around partnering is we have this incredible product and like, let's talk about partnering and like, okay, I get that a lot. And a lot of people get that. So it's not different.
Morgan J. Ingram: You got to show why are you picking this person? Make the creator feel special. And the way you do that is you have to acknowledge their work. So the same thing I just did with video, I would do the same thing in my email. And you would have a higher [00:12:00] response rate because most people don't get reached out to that way.
Alan Zhao: Is there something around that our product is in line with your brand? Therefore, we sort of grow together as our brand grows, it grows your brand because we're growing the category together. Is that why people respond more frequently if it's relevant to them?
Morgan J. Ingram: That's a good question. I would, I don't think that's a black or white.
Morgan J. Ingram: I think it just depends on the person like on their content, right? So if I'm posting all about video and someone talks about growing the category video. I mean, that's great, right? Because I talk about video a lot, but if you lead with. Building the category and their content really isn't a lot about that a lot.
Morgan J. Ingram: And you're just trying to get that person, then that wouldn't be a correlating thought. So I think the best way to look at it is if they're posting a lot on X topic, then yes, you can talk about growing the category together, but transparently the person that you want to work with, they're going to, they want to know how much money I'm getting paid is the, is the founding team that I'm working with or whoever I'm working with, [00:13:00] do they align with my core values?
Morgan J. Ingram: Core value is more important than growing the category. And those are the things that people are going to care about.
Alan Zhao: Got it. And then how do you, do you include the offer in the initial outreach? Do you say like, you're going to pick up say this amount. Um, and then how would you structure that?
Morgan J. Ingram: I'm going to have a conversation to figure out what their goals are because, because I don't know yet.
Morgan J. Ingram: Right. So, I mean, you could have a static offer for everyone, but again, you want to make people feel special, right? So I got to figure out what the goals are of the creator. Some people could want a lot of equity. Some people just want cash only. Some people just want the product and they just want to do affiliate because they want to test stuff out.
Morgan J. Ingram: There's so many different things. So I think you have to get on the call and run it like a true discovery to understand what does this person actually want. I think if you're just like, here's what we're offering, then that's different. I think the only time that makes sense. Yeah, the only time that really makes sense is if you're just doing a pay for post.
Morgan J. Ingram: But if you're running a campaign, there's a lot of intricacies that go into that because some people have their own. Like breakdowns, like for example, for like what we [00:14:00] do, like we have a team, we have an orchestration of what we do. So it's not like a transactional thing. Like, it's a little bit different with us, but for people who are just starting out, it may be more transactional, but the marketer, the influencer marketing person has to get on the call with the content creator to understand where do they stand and what are their goals and what they're looking to accomplish.
Morgan J. Ingram: Cause you don't know that you're just, Again, you're kind of doing a salesperson would do. You're just throwing prices out there and then it becomes too transactional for you.
Alan Zhao: If you're a fan of
Morgan J. Ingram: the
Alan Zhao: Revenue Rebels podcast, please leave us a review on Spotify and Apple podcast. Your support goes a long way in helping us bring on more amazing guests.
Alan Zhao: Thank you. So this seems pretty high touch, actually. You said the influencer marketing person, like there's a dedicated person that's supposed to do this in a company, or is it typically head of marketing for a smaller organization?
Morgan J. Ingram: I would say typically, typically head of marketing for most organizations, uh, the organizations that we work with, they have influencer marketing leads or even to the degree we work with people and they have, they have a creator program.
Morgan J. Ingram: Right. And so it just [00:15:00] depends on what level you're at, but yeah, you see how to marketing for a smaller companies. High in mid markets. We're starting to see influence on marketing leads. And then at the enterprise level, we see like creator programs and creator, like partnership programs as well.
Alan Zhao: Got it.
Alan Zhao: Can you break down like seed stage, series A, like how, how many influencers are we targeting here? What's the effective amount?
Morgan J. Ingram: Yeah. I mean, that's, uh, I, so the, Yes. The seed and the series in the series B matter, but what matters more is the customer that you're going after. That's going to predicate how many influencers you need to go get.
Morgan J. Ingram: So I would say for like seed round, like you're probably not, you're probably not going to get as many influencers. You're probably going to get more like brand ambassadors with affiliate, because you may not have as much capital to pay the ones that you want yet, unless you give a lot of equity out, which most people may not be willing to do that.
Morgan J. Ingram: But that's just an example. And. I would actually spend more time investing into your internal [00:16:00] people creating content. That's where I spent a lot of the time. I think once you get to, again, it depends on how much money you get in series A to series C. This is when you need to start looking at influencers, but I would start really paying attention to getting an SME.
Morgan J. Ingram: So the SME, the difference there is Someone who just has more in depth experience in the industry and they have credibility beyond the platform. So what I mean, credibility beyond the platform is if they decided to not post content, they still would have authority in what they're saying because people know who they are in the industry because either they've been posting for a long time or they've just done a lot in the industry.
Morgan J. Ingram: So those are, it's key to have, I think, an SME tag to your brand in some way. And I think Series A to Series C, you need to start evaluating that. I would say probably Series B, Series C is when you need to get a lot more serious on it. But you can get away with influencers at Series A for sure. But C, I think you should just focus on Brand Ambassadors.
Morgan J. Ingram: And run affiliates, test it, don't spend a ton of money on it unless you feel very bullish on it.
Alan Zhao: I have a couple [00:17:00] questions that I want to get to and then we'll come back to them later. But can we go over what an influencer is and define it against Brand Ambassador versus SME?
Morgan J. Ingram: Yeah, so the influencer I see you're probably within the realm of.
Morgan J. Ingram: Yeah, you're probably in the realm of probably one to three years of creating content. You've gotten some brand deals along the way, and you're, you're good at creating content. Within being an influencer though, you may not have the in depth experience just yet to be an SME. The SME, the difference here for, for me, and you know, I've had a lot of people agree or disagree here is this person just has more in depth experience in their field and industry than the influencer.
Morgan J. Ingram: The influencer is known for creating good content. The SME is great at their topic matter and they so happen to influence the audience. Those are two different things. And so it is a very granular distinction, but it is a distinction that you need to make in the market because there are people who make fantastic [00:18:00] content, but about a subject, but they don't have the granular context within that subject as other people do as an SME.
Morgan J. Ingram: So if you were to get them on a piece of content or they're already creating content, they know it very, very well. That's just the distinction point. They just have more experience there in the field. Long term.
Alan Zhao: Yep. They are the RevOps VP who's done it for 20 years. They're not the, uh, just graduated college SDR who has 200, 000 followers.
Alan Zhao: They've done it 20 years and they can teach something that people would appreciate.
Morgan J. Ingram: Is that, and, and there, and there are people at the same time that are SMEs that have also created content along their journey. So they also have big followings, but, but to your point, they've been in the weeds, they've done this thing and so they can speak in confidence to the things that they're talking about.
Alan Zhao: Makes sense. So coming back into the structure, cause I always find that for influencer type programs or any type of partnership, you want to make sure the incentives are aligned and it's a win, win in both cases. So let's say, is there a difference in how you approach a brand ambassador versus [00:19:00] an influencer versus an SME?
Alan Zhao: And then what have you seen as the best structures for those win win situations?
Morgan J. Ingram: Yeah. Brand ambassador, you're going to have like an affiliate based on percentage of either meeting source or revenue. It depends on your model of what you're doing there. I don't have exact numbers, but it just depends on your model.
Morgan J. Ingram: So I just say that's an example, or you'll run a, you'll run a campaign and you may pay them 250 to 750 posts or something like that, depending on how many posts you need for the campaign. That's like brand. Yeah. Go ahead.
Alan Zhao: Yeah. Can we get one specific example for a B2B company that is not self serve, no credit card swipe, they have to go through a sales process.
Alan Zhao: How does a brand ambassador get compensated? Like what tools do you use? What's the process? Especially they have to go through demo calls and stuff.
Morgan J. Ingram: Yeah, sure. There's a, there's a good amount of tools out there. So they have, what is it called? Impact. There's a company called impact and they, they have done this, actually a couple of things I've actually done, [00:20:00] not with the company directly, but through them through other people.
Morgan J. Ingram: And so impact has these like certain links that they have for affiliates. And so based on how many people get sourced for the affiliates, they'll get sourced X percentage. So let's say for example, you post something and you source. 10 meetings from it, then based on those 10 meetings, you would get X amount back depending on what you do.
Morgan J. Ingram: And then also if it's sourced by the person and it goes to close, then they'll give you a kickback percentage on that deal. That was close.
Alan Zhao: How do you track if it was sourced? Is it, they click the link? Yeah. It's to the link
Morgan J. Ingram: to the link.
Alan Zhao: It's to the
Morgan J. Ingram: link.
Alan Zhao: Now, here's my question. A lot of things could influence pipeline and that person might've clicked a link, but it's sales rep reached out or marketing.
Alan Zhao: Like how do we definitively say that this person came from that link and not through some other sales outreach that came first? Cause it's here. I'm attracted.
Morgan J. Ingram: Yeah, absolutely. I think, I think at this, I think at this juncture, uh, when it gets to that granular level, I think that's where even if they do click it and it was influenced, I always say, just bring it back to [00:21:00] that person for the creator side.
Morgan J. Ingram: And then obviously, if it was influenced by the salesperson, they're going to get their commissions anyway. So I would just say, go back to that original source. If they clicked it. And then it was sourced there. And then the salesperson sourced it too. Like, let's, let's give that both credits. So typically that's like an all bound credit.
Morgan J. Ingram: We probably heard that a lot. So that's what I've seen so far. But I think as we get the tools to be more granular and can pinpoint that's there, attribution is always difficult to a degree. Um, but that's at least how people have handled it so far. I love that. That's
Alan Zhao: one of the most pressing questions that I know a lot of organizations facing right now is how to use these affiliate links, especially with VDB software.
Alan Zhao: Okay, how about for influencers?
Morgan J. Ingram: Okay. So influencers, you're depending on how long the deal is. So you might get like a six month deal and you may be asked to post maybe twice a month and maybe you do like a webinar a quarter. And so the way you're going to get comp tier is based on what is your event. I would say what your event pricing is.
Morgan J. Ingram: So you need to know how much. You charge to show up to an event. That's just, I think [00:22:00] everyone should know what that means. And then how much do you charge per post? And then also as well, you can look at the duration of the deal. So if it's three months, you might charge more than if it's six, right? Or maybe you're taking a longer term deal because you get equity as well.
Morgan J. Ingram: So the influencer can get a small portion of equity here if, if they want to, but these influencer deals, Typically can be between that three to six realm, uh, month, or you can be an influencer just for the campaigns as well. So, I mean, all the things that I said about brand ambassador, you can include all those deals too.
Morgan J. Ingram: You can get all that stuff done on a sponsorship level.
Alan Zhao: And do you have a standardized program? If like, if you were a company, would you have, this is our standard rate or do tiered up based off the influencer?
Morgan J. Ingram: I'll base on the, based on the, based on the influencer. So yeah, that's what I would do. But also, and also like.
Morgan J. Ingram: If you want to go more granular, but I would keep it basic. But if you want to go granular, like each influencer for each company would probably be priced differently depending on who they're looking to target [00:23:00] too. So just because someone has crazy amount of engagement, like that engagement might not be the engagement that you actually want because of, because of their persona.
Morgan J. Ingram: So it's also going to gauge that too.
Alan Zhao: Makes sense. And then how about the success metrics to see if the influencer is doing a good job? Like podcasts, podcast follows.
Morgan J. Ingram: Success metrics, depending on what success looks like for the organization. Some people run influencer marketing as pure play brand awareness, full stop.
Morgan J. Ingram: Now, obviously at the back end, everyone's gonna be like, what were the results? What happened there? So people just run it as a pure play brand awareness. But if you're looking at. There's three components. There's the brand awareness, there's the revenue impacted, and then there's like community expansion.
Morgan J. Ingram: So, if you look at brand awareness, that's effectively like, are people talking about us more? It's an intangible, right? Are people talking about us more? Are we getting more awareness? Are people, like, talking about it on calls? Dark social, you know, these things. So that's like an intangible, but. At least people know what's going on.
Morgan J. Ingram: The revenue is what we're talking about with like affiliate links or [00:24:00] even like webinars are bringing in new people that we haven't brought in before. Our, is it impacting deals? Are people coming in inbound and saying, I heard about this from Morgan. Like our people in sales cycle saying, I love this content and I want to talk to y'all more.
Morgan J. Ingram: That's what the revenue impact is. And then you have community expansion. So community expansion is basically like social lift, but that's like, are we increasing our followers on our company page, our. Are we increasing, uh, our things on other social channels, like on YouTube? I'm just making things up, but like a YouTube channel, are we seeing a lift here?
Morgan J. Ingram: And so those are the three things of how I look at it. But again, it all is going to tie back into what are the OKRs of the actual priorities of the, of the individual of, Of who's running this program.
Alan Zhao: Got it. That makes sense. Any other like tricks of attribution, you mentioned that, you know, is it tying back to the deals?
Alan Zhao: Is there like a feel that you create in the CRM that said this person heard about us from this influencer that sales reps have to update in the fields inside of the CRM? [00:25:00] Just wondering if there's any kind of attribution tricks that people can use to track their influencer program.
Morgan J. Ingram: Yeah, I mean, it's just in the, like inbound, you would have like, you heard about us through either the influencers that you're working with.
Morgan J. Ingram: So, and. Most of the organizations we have a form drop down. It's like, did you hear about this from like Morgan or did you hear about this from like the webinar show that we created to see like how many people are coming through and clicking that we all know at the end of the day, some people will just click nothing right or or just won't put anything.
Morgan J. Ingram: And then it's like, okay, but we know it's from somewhere, but. That's just a way to solve that as much as possible.
Alan Zhao: Yeah. So I noticed that you're working in Cognizant and there's a quantitative ROI metric associated with the influencer program, the content program. So just curious how you guys track it.
Morgan J. Ingram: Yeah. So we do the dropdown, like I said, so it's, did you hear this from Morgan? Did you hear this from what we call our cold calling lives? We also track event participation. So our attendance rate Our registration, our engagement rate, and then are we increasing that [00:26:00] quarter by quarter? And then we also see based on the well, MQAs in their example, is that increasing time over time with the pipeline?
Morgan J. Ingram: Are we bringing in new people that are impacting the pipeline based on who's come to the webinars? So those are things that we look at.
Alan Zhao: So you, you are tracking these individual, like that person came from a webinar, didn't see us, we didn't see them in the CRM before, that person, that person, and all these things add up to, it's like 2x, okay.
Alan Zhao: Exactly. Last question here before we get into the end, which is, uh, the subject matter experts, how do you structure it differently from influencer and brand advocate?
Morgan J. Ingram: These are, so these are, This is where the expertise comes into play. This is the main distinction, the influencer, all those things I just mentioned, they're, they're in or creating the content, the subject matter expert becomes consulting plus content.
Morgan J. Ingram: So you're doing everything I just said, but now it's to the next level. You are giving input on what should the strap to creative content strategy be for this organization and leading that as [00:27:00] well. So because you understand the persona so well, you could speak to the marketing team and tell them how they should market to these people.
Morgan J. Ingram: Because I've been doing sales training, sales coaching and been in sales, I know what the sales people effectively want in events or things of that nature, right? So I can speak to the marketing team. So now I'm doing the events. I'm doing the content, but also I'm speaking to customers. I'm now doing like in person shoots.
Morgan J. Ingram: I'm doing masterclass. We just did that. We just did that with the client. So it just takes it to the next level because of your expertise. So we're not just doing posts. We're not just doing events. We're doing, we're doing a lot. We're consulting plus we're doing content. And now we're adding even more context and expertise to the audience.
Alan Zhao: Got it. And then how should Subject matter experts like yourself be compensated.
Morgan J. Ingram: So this becomes very similar to what we've already discussed. So we get comps on a. Month to month basis. So monthly retainer, and then we also get comps on in some [00:28:00] scenarios. It can, it can be equity, right? The equity portion typically isn't being more because you're consulting and also you're doing content.
Morgan J. Ingram: So you're playing a bigger picture, like from the subject matter expert standpoint, like we're affecting revenue through content. So we're talking to the sales team and the marketing team, and we know the executives and we know the customer success team. It's just bigger. Right. Right? And so it's similar to the influencer, but the contracts overall are just bigger.
Morgan J. Ingram: They're more long term, you know, I have annual contracts with clients. Like it's just longer at the end of the day. Now the influencer can't have, I'm not going to disregard this. The influencer can't have annual contracts, but in this regard, these are typically six to 12 month contracts because there's a lot of things that we're doing and there's a lot of moving pieces.
Morgan J. Ingram: So they ended up being longer in that regard.
Alan Zhao: Love it. This is like proper advisor, influencer role. That, uh, I know you've talked about in the past advisors, influencers do different things, Morgan. It is fantastic. I think we could talk about this for another hour or two, but you got to go. We could, we could.
Alan Zhao: We definitely could. This is just scratching the surface of [00:29:00] it.
Morgan J. Ingram: Yeah. But how can people find out more about you? Yeah. If you want to find more about me, uh, it's at Morgan J. Ingram across all socials. And if you want to learn more about what we're doing, the company is called AMP AMP. And, uh, if you're looking like, Hey, I need help with my influencer marketing program.
Morgan J. Ingram: I don't know where to go. That's what we're helping out with. Please reach out to Morgan for
Alan Zhao: influence remarketing. He's one of the best out there. Thank you very much.
Morgan J. Ingram: Appreciate
Alan Zhao: it