Podcasts about creator marketing

In dieser Kurzepisode teilt Christian Wolf, Gründer von More Nutrition, wie sein Unternehmen durch Creator-Marketing nachhaltiges Wachstum erzielt hat. Statt auf klassische Influencer zu setzen, entwickelt More Nutrition authentische Kunden zu erfolgreichen Creators – und schafft so echte, langfristige Verbindungen zur Community. Christian erklärt, warum Authentizität der Schlüssel ist, wie sein Team Creator-Coaching umsetzt und warum fokussierte Arbeit an den Kernwerttreibern entscheidend für den Erfolg ist. Was du lernst: Authentisches Creator-Marketing: Warum More Nutrition Kunden zu Creators macht, statt auf externe Influencer zu setzen Die Bedeutung von echten Erfolgsgeschichten für nachhaltige Reichweite Creator-Coaching: Wie More Nutrition neue Talente unterstützt und eng begleitet, um sie erfolgreich zu machen Fokus auf Kernwerttreiber: Warum Produktentwicklung und Creator-Management die entscheidenden Erfolgsfaktoren sind ALLES ZU UNICORN BAKERY: https://zez.am/unicornbakery  Mehr zu Christian: LinkedIn: https://www.linkedin.com/in/christian-wolf-  Website: https://www.tqgg.de/ / https://morenutrition.de/  Join our Founder Tactics Newsletter: 2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach: https://www.tactics.unicornbakery.de/ 

Earlier this month, we hosted our second annual CreatorIQ Connect Europe in London. 800 marketers, including more than 200 CEOs, CMOs, founders and VPs across 436 different brands and agencies from 17 countries joined us to learn and connect around the power of creators in transforming business. We are witnessing a fundamental shift in how trust is built, how culture is shaped, and how communities are formed, and the ecosystem and investment around creators are rapidly scaling. Creator marketing is not just surpassing traditional advertising—it's now outperforming other digital marketing channels, such as search and social media ads. And, crucially, EMEA is taking a leading role in this transformation. For the first time ever, EMEA is projected to outspend the US in creator marketing across key sectors. Their audiences are some of the most engaged and creative in the world and, with over 200 countries, 2,000+ languages, it's a cultural melting pot driving authentic and diverse storytelling. We started CreatorIQ Connect because we realized the leaders and community in this industry are changing marketing from the inside out. It's also a gathering place for some of the smartest, most generous people in the business. We'll be publishing all of the great content from 46 speakers across 16 sessions. In the meantime, here are a few quick thoughts from speakers and experts who were there on the ground with us in London. In this episode, you'll learn: Why EMEA is outpacing the U.S. in creator marketing investment, and what their approach to earned attention can teach global marketers about results. How leading marketers are rethinking ROI by tracking conversation quality, not just reach or likes. What it takes to scale creator programs across markets without losing the personal connection, as well as the platforms, tools, and team mindsets that make it possible. Connect with the Guests: Ashton Wall's LinkedIn - @ashton-wall-marketing    Alison Hollingsworth's LinkedIn - @alison-hollingsworth-439028a  Kahlea Nicole Wade's LinkedIn - @kahleawade Fleur van Sambeeck's LinkedIn - @fleurvansambeeck  Kate Langan's LinkedIn - @kjlangan   Nate Harris's LinkedIn - @nateonawalk   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 173 of Earned, CreatorIQ CMO Brit Starr sits down with Tim Fortescue, Executive Communication Coach for Global Leaders and Teams. To start, we dive into Tim's journey, from his early days as a high school basketball coach to his current status as a sought-after advisor for leaders at companies like L'Oreal, Intel, and Google. Tim's path was shaped by a serendipitous encounter at a public speaking workshop, leading to the creation of his business, 40 Watt Coaching. In his conversation with Brit, Tim unveils the profound impact of authenticity and storytelling in leadership communication. He shares insights into overcoming nerves and imposter syndrome, emphasizing the importance of adapting messages to diverse audiences while leveraging one's innate strengths to build confidence. Tim delves into the interconnectedness of communication and leadership, highlighting how effective storytelling can connect teams like nothing else. Listeners will discover practical strategies for enhancing their communication skills, whether navigating company mergers or addressing the unique demands of remote work. To close the episode, Tim dives into the art of leveraging both left- and right-brain communication strategies to connect authentically and effectively. In this episode, you'll learn: Why audience-first communication is the core of effective messaging and how tuning into what your audience cares about, feels, and needs to hear creates a real connection. How storytelling and authenticity can help you establish a stronger presence, whether you're pitching to a client, presenting on stage, or speaking to your team. Simple shifts in mindset and preparation can help you adjust your communication style based on who you're speaking to and what you want them to take away. Connect with the Guest: Tim's LinkedIn - @timfortescue      Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

On this episode of Mastering E-Commerce Marketing, host Eitan Koter chats with Paula Bruno, CEO of Intuition Media Group, a true trailblazer in influencer marketing.With nearly 25 years of experience and 15 years leading Intuition, Paula has worked with brands like Canon, TikTok, GoDaddy, and the FDA. She's helped build influencer programs that go way beyond follower count.They cover what really matters in today's creator economy, things like building loyal micro communities, choosing influencers who can sell (not just entertain), and how to spot real engagement over vanity metrics.Paula also shares her thoughts on live shopping and shoppable video, what's working, where the opportunities are, and how both creators and brands can tap into these trends without needing huge audiences.If you're trying to get better results from your influencer campaigns or wondering how to create stronger content partnerships, this episode is a great place to start.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/ Vimmi LinkedIn: https://il.linkedin.com/company/vimmi YouTube: https://www.youtube.com/@VimmiCommunications Guest: Paula Bruno, CEO at Intuition Media GroupPaula Bruno's LinkedInIntuition Media GroupWatch the full Youtube video here:https://youtu.be/iaL_ttU8700Takeaways:Operating from a place of abundance fosters collaboration.Integrity is essential in influencer marketing.Micro communities are more valuable than sheer follower count.Brands should focus on building relationships with super fans.Shoppable content and live shopping are the future of e-commerce.Brands need to experiment with live selling events.Success in influencer campaigns requires clear KPIs.Influencers are diversifying their revenue streams.Authenticity in live events can enhance brand connection.The future may see influencers developing their own brands.Chapters:00:00 Introduction to Influencer Marketing01:19 Core Values: Integrity, Abundance, and Embracing05:04 The Evolution of Influencer Marketing10:06 Micro Communities and Their Impact12:05 The Rise of Shoppable Content and Live Shopping19:31 Misconceptions in Influencer Marketing21:52 Defining Success in Influencer Campaigns24:30 The Future of Influencers and Brand Collaborations27:05 Services Offered by Intuition Media Group

In Ep. 172 of Earned, CreatorIQ CMO Brit Starr sits down with Jen Costello, the Global CSO at TBWAWorldwide. To start, we dive into Jen's remarkable career, starting from her humble beginnings as a senior planner at Chiat to becoming a pivotal figure in the industry. Then, Jen delves into the dynamic interplay of authenticity and creativity, emphasizing the importance of challenging conventional norms in the advertising realm. She offers valuable insights into the art of disruption, highlighting how bold and innovative ideas can captivate clients and stand out in a saturated marketplace. Throughout the episode, we navigate the uncertainties of today's marketing environment, reflecting on historical precedents like the 2008 recession and the post-COVID era. Jen underscores the transformative power of embracing change and disruption, urging marketers to take bold, data-backed decisions. She also celebrates the essence of personal branding, drawing inspiration from figures like Maggie Rogers and emphasizing the beauty of individuality in an AI-driven world. This episode is a testament to the power of authenticity, creativity, and the relentless pursuit of excellence in marketing. In this episode, you'll learn: How creators help brands see the edges of culture before trends fully emerge in consumer behavior. Why treating creators not just as channels but as platforms with their own values and communities can strengthen brand strategy. Jen Costello's approach to pitching, disruption, and creative bravery at TBWA offers lessons for building ideas that move people and break conventions. Connect with the Guests: Jen's LinkedIn - @jenniferdcostello Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

 In Ep. 171 of Earned, CreatorIQ CMO Brit Starr sits down with Jasmine Enberg, VP, Principal Analyst at EMARKETER. To start, we dive into the transformative journey of the creator economy. As influencer marketing becomes a more mature industry and marketing function in 2025, Jasmine shares how brands are adopting data-driven strategies to navigate this dynamic space. We explore the profound impact of TikTok's rise, the challenges posed by iOS changes, and the economic uncertainties affecting digital creators. Jasmine emphasizes the importance of platform diversification, urging creators (and brands) to embrace new formats like YouTube Shorts and Instagram Reels to remain competitive. Looking ahead, the episode highlights the opportunities and hurdles for both seasoned leaders and aspiring creators. Jasmine stresses the significance of adopting a business mindset and finding a unique value proposition in this rapidly evolving digital world. Additionally, we discuss the role of AI in creator marketing, acknowledging its potential to streamline processes while maintaining the irreplaceable essence of human connection. To close the episode, Jasmine shares some advice for both leaders and those aspiring to begin a career in the creator economy. In this episode, you'll learn: Why the creator economy is becoming more professionalized as brands refine their influencer marketing strategies with better tools and resources. How the challenges of economic uncertainty and digital landscapes are impacting brand decisions and influencer partnerships. Why brands should build long-term partnerships with creators rather than transactional relationships to strengthen their brand presence and drive ongoing engagement. Connect with the Guests: Jasmine's LinkedIn - @jasmineenberg Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

Our conversation explores the diverse landscape of creators on the platform, emphasizing the importance of their role in driving brand outcomes, regardless of their verticals. It highlights the agnostic approach to different creator types, focusing on efficiency and performance for brands.TakeawaysMany creators are lifestyle creators and chefs.We have many of the largest creators in the world.We are agnostic to the verticals.Creators drive outcomes for brands.We need to ensure that the creators are going to drive the most efficiency.Performance for brands is key.B2B creators are also included in our approach.Diversity in creator types enhances brand partnerships.The platform supports various creator verticals.Driving outcomes is the ultimate goal for creators.Chapters00:00Introduction to Agenteo and Arthur Leopold21:13The Evolution of Creator Marketing25:15Challenges in Creator Collaboration29:15The Role of Micro-Creators32:14Agenteo's Innovative Marketplace Solution35:24Future Trends in Creator Commerce38:25Closing Thoughts and Future Outlook

James Heath is the VP of Creator Marketing at TelevisaUnivision, boasting 8 years of experience in the creator economy. With a career spanning various roles in growth strategy, audience development and talent management, James has navigated every creator era, from MCN to TikTok house. In his current role, he has reshaped TelevisaUnivision's creator capability by launching a new model for brand partners that integrates U.S. Hispanic creators into Latin culture's biggest moments across music, sports and more, executing campaigns for 40+ blue-chip brand partners. James is at the forefront of developing innovative practices in the ever-evolving creator marketing landscape.

In Ep. 170 of Earned, CreatorIQ CMO Brit Starr sits down with Haley Kaliszewski, the former influencer marketing manager at Kendra Scott. To start, Haley dives into the origin story of the Texas based, woman-founded brand that is Kendra Scott. Coined by the phrase, “$500 and a dream,” the brand has grown from a storefront on South Congress Street in Austin to 150+ storefront locations across the country. The episode offers perspectives on building successful influencer marketing strategies, emphasizing the power of starting small, nurturing existing fans, and leveraging micro-influencers over high-profile endorsements. Haley dives into the significance of organic growth and the critical role of creativity, community relationships, and robust ROI tracking in expanding a brand's reach. Beyond business, we highlight Kendra Scott's unwavering commitment to philanthropy. Discover the impactful initiatives led by the Kendra Scott Foundation, including the Legacy Retreat for families affected by metastatic cancer, and the Kendra Scott Women's Entrepreneurship Leadership Institute at the University of Texas. These efforts underscore the brand's dedication to social responsibility and community engagement.  In this episode, you'll learn: How starting with loyal brand fans can help create an authentic influencer strategy without relying on large gifting programs. Why fostering a sense of belonging among brand fans can amplify the impact of influencer marketing. How Kendra Scott's approach to including both large collaborations and smaller, consistent influencer engagements contributes to a diverse marketing strategy   Connect with the Guest: Haley's LinkedIn - @haleykaliszewski   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

We're joined by Jasmine Enberg, the VP and Principal Analyst at EMARKETER covering Social Media and the Creator Economy. We go in depth about the changing trends -- and rising tides -- in creator marketing budgets in 2025 and beyond...and how creators should take advantage. Elsewhere: Zuck on trial, Patreon's video innovation, and MrBeast's Vegas meltdown.Here's more detail on what we covered today:View Jasmine Enberg's coverage on EMARKETER.Follow Jasmine Enberg on LinkedIn.Companies are increasing their influencer marketing budgets. Here's what they're looking for. - TubefilterFans have more ways than ever to give creators direct financial support. But what if a recession hits? - Tubefilter Mark Zuckerberg Saw TikTok as Threat, Meta CEO Testifies - BloombergZuckerberg: Snapchat would have grown faster if it accepted $6B buyout offer | TechCrunchSnap's new ad format asks brands to pay for creators' education - TubefilterMrBeast responds as ‘MrBeast Experience' in Las Vegas descends into chaos - Dexerto  Creator Upload Socials:YOUTUBEINSTAGRAMTIKTOK

REPLAY - In Episode 12 of Earned, Conor sits down with Riccardo Pozzoli, esteemed entrepreneur, investor, and influencer himself, as well as co-founder of the mega-popular fashion blog The Blonde Salad. We learn why Riccardo decided to create The Blonde Salad with Chiara Ferragni at a time before the blogosphere and social media—and of course, influencers—were in style. We hear how the pair grew the site into the powerhouse platform and their learnings from the experience, and Riccardo shares why he eventually left the company in 2017 to pursue his own entrepreneurial endeavors. Riccardo dives into his business philosophies and why he favors the “long-term” strategy, and also divulges his approach to working with brands as an influencer himself. Riccardo then lends advice to brands on how to maximize their influencer strategy, and reveals the key characteristics he looks for in leaders when deciding whether to invest in a company. In this episode, you'll learn: Why Riccardo Pozzoli shifted from finance to marketing: He shares how a passion for psychology and consumer behavior sparked his approach to building demand. How The Blonde Salad found early traction: Riccardo reflects on timing, curiosity, and why taking content quality seriously made all the difference. What guides his business decisions today: Long-term thinking, real brand alignment, and a hands-on mindset shape how he invests, advises, and creates. Connect with the Guest: Riccardo's LinkedIn - @riccardopozzoli Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

Von YouTube bis TikTok: Video Plattformen sind nicht erst seit gestern beliebt und bringen erfolgreiche Creators hervor, doch vor allem Unternehmen tun sich schwer mit der Content-Erstellung für diese Plattformen. Was Du von Video Creators lernen kannst, dazu mehr hier!

Christian Wolf ist der wahrscheinlich Deutschlands erfolgreichster Direct-To-Consumer Gründer der letzten 10 Jahre. Als Gründer von “More Nutrition” und Mitgründer der “The Quality Group”, spricht er über den beeindruckenden Aufbau eines der erfolgreichsten Direct-to-Consumer-Unternehmen Deutschlands, welches an der Marke für 1 Milliarde Euro Umsatz kratzen dürfte.  Christian teilt, wie er mit einer klaren Vision, evidenzbasierten Produkten und einer starken Community eine Marke aufgebaut hat, die heute viele Millionen von Kunden begeistert. Du bekommst außerdem Einblicke in die Fusion mit ESN, den Private-Equity-Deal mit CVC und die Herausforderungen, die mit schnellem Wachstum und großen Entscheidungen einhergehen.  Was du lernst: Der Aufbau von More Nutrition: 8-10 Millionen Euro Umsatz im ersten Jahr ohne eigenen Online Shop Wie Christian und sein Team eine evidenzbasierte Marke mit emotionalem Marketing kombiniert haben Warum Community-Building und authentisches Influencer-Marketing entscheidend für den Erfolg waren Fusion mit ESN und der Weg zur Quality Group: Wie die Fusion mit ESN neue Möglichkeiten in der Produktentwicklung und Produktion eröffnet hat Warum die Kombination aus Social Media und eigener Produktion ein entscheidender Wettbewerbsvorteil war Private Equity und Wachstum: Einblicke in den Deal mit CVC und wie externe Partner das Unternehmen auf die nächste Stufe gehoben haben Warum Christian trotz finanzieller Unabhängigkeit weiterhin mit Leidenschaft an More Nutrition arbeitet Persönliche Learnings und Leadership: Wie Christian mit Herausforderungen wie Shitstorms umgeht und daraus gestärkt hervorgeht Warum er sich auf die Kernwerte seiner Marke fokussiert und langfristig denkt Zukunftspläne und Expansion: Christians Vision für die Expansion von More Nutrition in die USA Wie er plant, die Marke global zu etablieren und neue Märkte zu erschließen ALLES ZU UNICORN BAKERY: https://zez.am/unicornbakery  Mehr zu Christian: LinkedIn: https://www.linkedin.com/in/christian-wolf-  Website: https://www.tqgg.de/ / https://morenutrition.de/  Join our Founder Tactics Newsletter: 2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach: https://www.tactics.unicornbakery.de/  Kapitel: (00:00:00) Wieso Christian nie über seine unternehmerische Laufbahn gesprochen hat (00:04:09) Unternehmerisch smart vs. emotional smart (00:09:30) Der Unternehmer Christian Wolf (00:13:22) Wie findet man den richtigen Mitgründer: Warum Mic Weigl der perfekte Mitgründer für More Nutrition war (00:18:16) 8-10 Millionen Euro Umsatz im ersten Jahr ohne eigenen Online Shop (00:23:05) Vor- und Nachteile von polarisierendem Marketing (00:37:32) Hero-Produkte, Diversifizierung - wie priorisiert man Produktentwicklung im FMCG? (00:45:12) Culture-Clash nach der ESN & More Nutrition Fusion? (00:51:50) Nachhaltiger Erfolg durch Creator-Marketing (01:02:41) Gab es Probleme nach dem Merge mit ESN? (01:12:28) Hat sich die private Beziehung zum Vater durch den raschen Businesserfolg verändert? (01:19:01) Wie hat sich Christians Rolle bei More Nutrition verändert? (01:26:37) Warum More für mehr als 50% des Wachstums von Proteinpulvern im Lebensmitteleinzelhandel verantwortlich ist (01:30:17) Der Shitstorm & seine Auswirkungen: Die Learnings von Christian Wolf (01:44:00) Der Unternehmer Christian Wolf heute (01:57:59) US-Expansion und Christians Rolle

Reich durch Videos? - Das ist der Traum vieler, wenn sie mit TikTok, YouTube etc. beginnen, doch um erfolgreich zu werden, brauchst Du mehr als nur ein virales Video. Die richtigen Mechaniken, Tipps & wie Unternehmen Videos für sich nutzen können, dazu mehr in dieser Folge!

Send us a textJoin hosts Keith Bendes and Brendan Gahan on the latest episode of Creator Economy Live, where they dive into the ever-evolving world of influencer marketing. This week, they sit down with James Del, the visionary behind Passionfruit, a platform pushing boundaries in the creator space. With a career spanning Gawker, Tao Group, and numerous leadership roles, James shares his journey, marketing insights, and the key trends shaping the industry. From SXSW's creator palooza to the rise of Linkedfluencers and the $10 billion influencer marketing spend forecasted for 2025, this episode is packed with essential knowledge for anyone in the creator economy. Plus, don't miss the Creator & Brand of the Week picks and a look at the latest industry buzz!

In Ep. 166 of Earned, CreatorIQ CMO Brit Starr sits down with Katie Carroll, Sr. Editor at Large at LinkedIn. To start, we dive into LinkedIn's transformation from job-seeking platform to a dynamic space for sharing ideas, fostering conversation, and building personal brands. Katie shares her insights on the shift towards authenticity and vulnerability in content creation, emphasizing the importance of genuine connections and the power of video content. We explore how LinkedIn News plays a crucial role in the editorial landscape and offers transparency and accessibility through original reporting and curated member perspectives. The discussion also explores the creator economy on LinkedIn, recognizing creators as entrepreneurs and brand owners who contribute significantly to the professional community. Katie shares her personal journey of manifesting a move to London, illustrating how authentic engagement on LinkedIn can lead to exciting opportunities. This episode is a must-listen for anyone interested in leveraging LinkedIn for professional growth. In this episode, you'll learn: How LinkedIn is redefining what it means to be a creator: No longer just a job-seeking platform, it's become a space where professionals share insights and engage in meaningful conversations.  The kind of LinkedIn content that stands out: Authenticity is the key to engagement. The best posts spark discussion, offer unique perspectives, and feel like a conversation rather than a press release. How LinkedIn helps turn ideas into opportunities: Posting, commenting, and engaging with others can lead to unexpected connections, partnerships, and career growth.   Connect with the Guest: Katie's LinkedIn - @kredcarroll   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 164 of Earned, Conor sits down with Mona Kattan, CEO and founder of Kayali Fragrances. To start, Mona shares her transformative journey from a social media skeptic to a celebrated fragrance entrepreneur, highlighting the pivotal moments that shaped her path. We dive into how Mona's diverse experiences influenced her approach to business, underscoring the significance of authenticity and engaging consumers appropriately. Mona discusses the power of the creator economy, emphasizing how fragrance brands, much like those in fashion and skincare, are harnessing the potential of online communities. Now a separate brand, Mona reflects on the challenges and triumphs of launching Kayali Fragrances under the Huda Beauty umbrella, navigating initial skepticism to achieve significant success by 2021. We explore the impact of fragrance content creators and the unique community Mona has cultivated through Kayali's heart-driven approach. As an indie brand, Kayali's dedication to product excellence and genuine connection sets it apart in the competitive fragrance industry. To close the episode, Mona rounds off the episode with a taste of Dubai's diverse offerings for anyone looking to make a trip! In this episode, you'll learn: How creators are driving the fragrance boom. Once an overlooked category, fragrance now thrives on social media, where niche creators break down scent notes, share layering techniques, and build followings around specific brands.   Why storytelling is the key to brand loyalty. Scents can't be experienced digitally, so stories are what capture attention. Brands that weave personal narratives, cultural references, and emotion into their marketing build deeper relationships with their audience. Fragrance is becoming a cultural statement. Just like fashion or skincare, consumers—especially younger generations—use scent to communicate identity, moods, and aesthetics, making it a category that is on the rise.   Connect with the Guest: Mona's LinkedIn - @monakattan   Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 163 of Earned, Conor sits down with Terrence Sweeney, former CMO at Hint—an alternative to soda and sugar beverages. To start, we dive into how momentum can transform a struggling company into a viral success, using compelling examples like the Stanley 1913's brand revival. Terrence reveals how strategic branding and influencer marketing have elevated Hint's brand recognition to compete with industry giants like Smartwater. Terrence discusses the evolving landscape of marketing, emphasizing podcasting as a unique advertising medium that allows authentic audience engagement. He also shares the role of the media in democratizing influence and highlights the evolution of personal branding in the digital age. We examine how social media has shifted the dynamics from the CEO being the face of a company to more inclusive approaches that integrate multiple voices. Terrence then touches on the innovative potential of AI in marketing, reflecting on its ability to enhance personalized content and consumer connections. Whether you're a seasoned marketing professional or just starting out, Terrence Sweeney's expertise provides valuable guidance for navigating the complex and ever-changing landscape of marketing.   In this episode, you'll learn: Momentum is a marketer's best asset, but it's not always easy to create. While every brand hopes for a viral moment, sustained momentum makes success feel inevitable.  Experimentation is essential, yet many brands hesitate when budgets are tight. Marketers need space to test bold ideas—because the biggest wins often come from unexpected places. Audio marketing remains an untapped advantage. While digital ads fight for attention, podcasts build trust through host endorsements. Influence isn't just about reach—it's about impact and resonance. Connect with the Guest: Terrence's LinkedIn - @terrencesweeney Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 162 of Earned, CreatorIQ CMO Brit Starr sits down with Emily Hare, Global Influencer Lead and Anna O'Mahony, Global Lead, Content and Innovation at Publicis. To start, we dive into the transformative landscape of creator marketing and influencer strategies. As we chart the course for 2025, marked by significant agency consolidations and acquisitions, Anna and Emily reveal the pivotal role of creators in redefining brand strategies. The duo highlights the necessity of establishing a "center of excellence" in content creation, merging storytelling with journalism to craft narratives that resonate on both global and local scales. We explore the fusion of technology and creativity and examine how agencies are transitioning into comprehensive technology partners, emphasizing a content-focused approach in influencer marketing. Switching gears, Emily and Anna underscore the importance of understanding audience dynamics and maintaining brand consistency while engaging localized influencers. To close the show, the duo also offers insights into the evolving nature of creator partnerships, stressing fair pricing, long-term relationships, and the significance of dynamic playbooks that adapt to market shifts. In this episode, you'll learn: The role of creator marketing is shifting, and brands are rethinking how they collaborate. While influencers can do it all, the real question is where they create the most impact.  Agencies are evolving alongside brands, integrating influencer marketing more deeply into media strategies. The industry is seeing more consolidation, technology adoption, and a shift toward content-first approaches—where the value lies in the work itself, not just the creator's following. Standardizing creator compensation remains a challenge, but brands are getting smarter. With better benchmarks and long-term partnerships, companies are moving toward sustainable, mutually beneficial collaborations. Connect with the Guests: Emily's LinkedIn - @emily-hare-65600710 Anna's LinkedIn - @anna-o-mahony-0b740415   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

From micro-creators to global celebrities, content creators now drive major business. Amazon Europe's Head of Creator Marketing and Head of Influencer BD talk about their roles in helping creators monetize and grow, discussing how authenticity and credibility remain at the heart of their success. Learn how being true to your niche leads to stronger, more engaged communities.Key Takeaways: Find out why keeping it real matters to content creators' growth. Learn how niche branding helps creators stand out, spark connection, and grow communities that care.Unpack the global differences in the creator economy, from audience engagement strategies to brand partnerships.

Welcome to Revenue Boost: A Marketing Podcast, where business leaders turn for actionable strategies to fuel growth and drive results. I'm your host, Kerry Curran. With over 20 years of marketing agency experience driving client business growth I now run RBMA: Revenue Based Marketing Advisors where we help businesses like yours effectively scale revenue growth. Visit RevenueBasedMarketing.com or connect with me on LinkedIn! Today, we're exploring how marketing can be a transformative force in fostering cross-functional alignment to achieve strategic business growth in Unlocking Marketing Impact: Amplifying Revenue through Cross-Functional Collaboration. Joining me is Amy Winner, a marketing powerhouse with over 25 years of experience spanning agency leadership, startup innovation, and co-founding Wheels Up Collective, a full-stack boutique marketing agency. Amy's expertise lies in designing marketing strategies that not only deliver results but also create seamless integration between product, sales, and customer success teams.To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

To build a truly effective go-to-market strategy, you can't be everything to everyone—you have to find your focus. Start with refining your Ideal Customer Profile (ICP) by identifying the key personas, their unique pain points, and the challenges they're trying to solve. Then, align your messaging and tactics to resonate directly with their needs. Choose just two key channels to start—whether it's LinkedIn ads for B2B or industry events for networking—and focus on mastering those. It's not about doing it all—it's about doing it right, strategically and with purpose, to drive real, scalable results. - Heidi Hattendorf To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

One of the biggest mistakes I see in B2B marketing is skipping foundational strategy for quick tactical wins. For example, companies might jump straight into running ads on LinkedIn or Google without first understanding their buyers or building a cohesive brand experience. Without that groundwork, even the best campaigns can fall flat. It's always better to start with a strong strategy that aligns messaging, audience, and goals before diving into execution. - Terri Hoffman,  founder and CEO of Marketing Refresh To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

From accountant to TikTok executive to "Sir Candle Man," Kudzi shares his insights on authentic content creation and the evolving creator economy.In this episode, we sit down with Kudzi Chikumbu, former Global Head of Creator Marketing at TikTok turned creator, investor and advisor who helped shape the platform's early creator partnerships and brought it into modern awareness. Kudzi shares his unique journey from Zimbabwe to Silicon Valley and from accounting to becoming an influential voice in the creator economy. The conversation spans everything from the evolution of social media platforms to specific strategies for aspiring creators and Kudzi's love for a good candle!Links mentioned from the podcast: Kudzi's TwitterKudzi's TikTokSir Candle Man's TikTokWatch this episode on video:YouTubeCoinDeskFollow us on Twitter: Sam Ewen, Avery Akkineni, CoinDesk, Vayner3From our sponsor: In Chinese, belief means trust. For 10 years, Consensus has united those who believe in building a new internet where everyone has value. Join us at Consensus Hong Kong February 18 - 20, 2025 where belief becomes real. Connect with global leaders, innovators, and investors shaping the future of Web3, and experience the power of collaboration at the industry's most influential event. Register now: https://go.coindesk.com/3BeigBq-"Gen C" features hosts Sam Ewen and Avery Akkineni. Executive produced by by Uyen Truong. Our theme music is "1882” by omgkirby x Channel Tres with editing by Doc Blust. Artwork by Nicole Marie Rincon.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

From accountant to TikTok executive to "Sir Candle Man," Kudzi shares his insights on authentic content creation and the evolving creator economy.In this episode, we sit down with Kudzi Chikumbu, former Global Head of Creator Marketing at TikTok turned creator, investor and advisor who helped shape the platform's early creator partnerships and brought it into modern awareness. Kudzi shares his unique journey from Zimbabwe to Silicon Valley and from accounting to becoming an influential voice in the creator economy. The conversation spans everything from the evolution of social media platforms to specific strategies for aspiring creators and Kudzi's love for a good candle!Links mentioned from the podcast: Kudzi's TwitterKudzi's TikTokSir Candle Man's TikTokWatch this episode on video:YouTubeCoinDeskFollow us on Twitter: Sam Ewen, Avery Akkineni, CoinDesk, Vayner3From our sponsor: In Chinese, belief means trust. For 10 years, Consensus has united those who believe in building a new internet where everyone has value. Join us at Consensus Hong Kong February 18 - 20, 2025 where belief becomes real. Connect with global leaders, innovators, and investors shaping the future of Web3, and experience the power of collaboration at the industry's most influential event. Register now: https://go.coindesk.com/3BeigBq-"Gen C" features hosts Sam Ewen and Avery Akkineni. Executive produced by by Uyen Truong. Our theme music is "1882” by omgkirby x Channel Tres with editing by Doc Blust. Artwork by Nicole Marie Rincon.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

"People follow people before they follow brands. In today's crowded market, where competition is fierce and sales cycles are getting longer, the key to standing out is showcasing the unique value of your people. Highlight their expertise, passion, and perspectives through authentic, high-impact content. Thought leadership isn't just about building awareness; it's about earning trust and creating meaningful connections that drive action across the entire funnel. When your audience sees the real people behind your brand, they're more likely to trust your company, explore your offerings, and ultimately choose you over competitors." Pirna Virji, Principal Consultant & Global Program Manager at LinkedIn To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Great marketing isn't just about data or emotion—it's about finding the perfect balance. The data provides the roadmap; it shows you where you're winning and where you're falling short. But without an emotional connection, your brand becomes just another transaction, easily forgotten. The most successful companies understand this balance—they use data to guide decisions but invest in storytelling and brand building to create something that sticks with their audience. If you're only chasing short-term wins like ROAS or quick revenue, you're sacrificing the long-term loyalty and growth that truly make a brand sustainable. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

In Ep. 153 of Earned, Conor Begley sits down with Ukonwa Ojo, CEO of Zaia Ventures—a company that builds and scales businesses for underrepresented and marginalized communities. To start, we dive into Ukonwa's career as former Global Chief Marketing Officer for major brands like Cody Consumer Beauty, MAC Cosmetics, and Amazon Prime Video. Ukonwa shares how she shifted from the executive suite to establishing her own ventures, fueled by a family legacy of innovation. She introduces us to Zaia Ventures, a holding company that encompasses her unique platform, Zaia, and then Ada & Edith, a fashion brand dedicated to empowering modern women. Ukonwa reveals key themes in authentic creator partnerships, like thinking of creators like friends of your brand rather than an advertising channel. We learn about Ukonwa's mission to create meaningful connections and bridge fragmented communities, demonstrating how fulfilling work can harmonize with personal priorities. To close the show, Ukonwa shares about her love of travel and her goals to continue seeing the world. In this episode, you'll learn: How to embrace entrepreneurial risks that align professional endeavors with personal passions and values How thinking of creators as friends of your brand rather than an advertising channel can lead to more authentic collaborations  Why transitioning from corporate roles to entrepreneurship involves embracing risk and adapting to new challenges   Connect with the Guest: Ukonwa's LinkedIn - @ukonwa   Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

"Publishers need to think like scrappy consumer brands—focus on creating content that excites and engages your audience, whether it's through thematic newsletters, short-form videos, or leveraging user-generated content. The key is to work smarter, not harder. Repurpose assets, test new channels like TikTok, and build authentic relationships by putting a human face to your brand. If you prioritize driving value for your audience, the traffic, engagement, and revenue will follow. - Greg Rollett, Head of Growth at The Grommet Welcome to Revenue Boost: A Marketing Podcast, the most valuable podcast for business leaders who need a boost in revenue and business growth. I'm your host, Kerry Curran. With over 20 years of marketing agency experience driving client business growth I now run RBMA: Revenue Based Marketing Advisors where we help businesses like yours effectively scale revenue growth. Visit RevenueBasedMarketing.com or connect with me on LinkedIn! In this episode, titled ""Think Like a Brand: Strategies for Publisher Growth and Engagement"", I sat down with Greg Rollett, Head of Growth at The Grommet to unpack transformative ideas for publishers and marketers alike. With recent changes to the google algorithm, publisher and commerce content websites need to work even harder to drive traffic volume and audience engagement. To be successful, they need to pivot their strategies and think more like the brands that they partner with and less like an old publisher. Greg and I discuss the successful and innovative and engaging strategies he has spearheaded in his time at The Grommet. From turning email lists into powerful media assets to adopting a scrappy, brand-first mindset, this conversation is packed with actionable insights. Whether you're navigating the challenges of organic traffic, exploring the world of commerce content, or working towards strengthening authentic connections with your audience, this episode delivers a roadmap to success. Don't miss these proven strategies for growth and engagement in today's ever-changing digital landscape. "To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

"In this episode of Revenue Boost: A Marketing Podcast, titled The Social Commerce Revolution: Building Revenue with Influencers and TikTok Shop, host Kerry Curran dives deep into the exciting world of social commerce with Vinod Varma, CEO and co-founder of Creator.co. Together, they explore how platforms like TikTok Shop are reshaping the way consumers discover and purchase products, and how brands can leverage the power of influencers to drive meaningful revenue growth. Vinod shares his insider insights on building effective influencer campaigns, the importance of fostering authentic ambassador relationships, and why creating top-of-funnel awareness is critical for success. You'll also hear his take on the latest trends in social commerce, including AI's impact on marketing efficiency, TikTok's growing dominance, and the game-changing potential of live-stream shopping. Whether you're a business leader looking to unlock new revenue streams or a marketer eager to stay ahead of the curve, this episode is packed with actionable strategies to help you thrive in the ever-evolving world of social commerce."To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Podcast Guest:  Joelle MoroneyHost: Kerry CurranTitle: Mastering Influencer Marketing in Regulated Industries: Navigating Compliance, Aligning Brand Goals, and Driving SuccessKerry Curran, RBMA (00:01.067) And welcome Joelle, please introduce yourself and share a bit about your background and extensive experience.Joelle Moroney (00:08.724) Hi, Kerry. So great to be here today. Joelle Moroney, CEO of Creator Collective. We are an advisory boutique firm working with creators, empowering creators, curating technology, as well as a global brand strategy for social impact.Kerry Curran, RBMA (00:26.081) Excellent. So I know, Joelle, you've been in the, you've had a front row seat really in the, to the evolution of influencer and creator and ambassador strategies. So share a bit about what you've seen and how it's changed.Joelle Moroney (00:42.996) Absolutely. So thanks for that tee-up for sure. Starting in, what I would call the first-gen version of influencer marketing in the creator economy with Timing and Conde Nast whereby it was at the time more celebrities and editors that were endorsing and or promoting the best in the breed for services and products through editorial and thought leadership.I was lucky enough to be with InStyle, RealSimple, and Gourmet at the time. And then evolved into analytics, right? Because we all have to monetize the work that we do, which is of course a revenue boost platform. And in doing that, I went into what was cutting-edge technology with Data Zoo which was acquired by Roku, as you may know. And then also of course Yahoo. So.Now here we are fast forward into what I would call 2.0, 3.0 creator version with influencer marketing. I feel that this will continue to proliferate the marketplace as we're looking to have influencers and creators tell brand stories in a very authentic manner that lands with their audiences.Kerry Curran, RBMA (01:55.821) Yeah, so as you've seen the explosion in the 2.0, as you said, what has been the most exciting to you?Joelle Moroney (02:04.268) Well, when I look at this, I think it's more about the fact that we're all creators in our own right. And it's also about letting authentic voices ring clear in verticals that we all care about, whether it's finance, food, travel, technology, there are ways to lean in and learn more about the best places to go, the best places to eat, the best guidance and principles in terms of your investments. We know for a fact that people are now leaning on TikTok and Instagram for advice with their healthcare as they are with their finances. So this is a very powerful platform and the accrued economy is starting to drive not just Fortune 500 companies, but also smaller companies as well.Kerry Curran, RBMA (02:56.237) No, excellent. And you're right. We've seen just how prevalent and pervasive really the TikTok people are getting your rate, financial advice, and healthcare advice. When I was involved with some research last year and actually a number one source reported that, in the survey, the number one source for information related to financial services was actually influencers. So at first, it made me a little bit nervous.Because obviously, you don't want your Tick-8, you know, just a TikTok celebrity giving you investment advice, but then realizing, you know, it looked into it more and it's, there's so much even just general 101, let's get, you know, Dave Ramsey type of, let's get your finances in order type of, type of content out there that is useful, valuable and beneficial.And to your point, having that, the brand kind of drives that conversation or builds the framework for that conversation can be so powerful for brands, financial institutions that want to build those connections with those audiences that are consuming that information and trying to learn and change their financial road. |Talk about, so I love about kind of what your POV and your experience, what you've, you've shared with me is really how you help those kind of more highly regulated brands and institutions build those influencer strategies through that really authentic brand storytelling through brand ambassadors. So share a bit of how you build that framework and kind of start to make sure that you're helping brands connect and drive that audience engagement.Joelle Moroney (04:59.05) Absolutely. So just Kerry, there is a little lag. I don't know if it's on your side or my side with the wifi. You were freezing up a couple of times.Kerry Curran, RBMA (05:04.535) Yeah, it's okay, it'll be okay. It downloads to your computer and then.Joelle Moroney (05:07.606) Okay, cool.Yeah, so I'm glad you brought that up because I do specialize in highly regulated industries, financial services in particular, as well as healthcare. And I say that because there are very strict guidelines that the creators must adhere to, right? In terms of making sure that they are landing within the guardrails of the guidelines for the company. Also, FTC guidelines we have to be mindful of as part of that.And there are very experienced creators that we can curate to make sure that we know they are tried and true and also vetted properly within the selection. So I work with, again, empowering creators directly via talent agents and or creators directly that I have relationships with. Also curating different tech platforms that specialize in those particular areas to make sure that we are properly vetting these creators.It is important because what we're finding more than ever, the CFO and CEO are very concerned, especially in our economic and political environment, that the influencers are going to stay on brand reputation, which is critical, certainly with financial services and different guidelines. And when you're providing this sort of advice, whether it's medical and or financial, there have to be some disclosures.Kerry Curran, RBMA (06:25.177) Mm-hmm.Joelle Moroney (06:35.626) I found in my work with healthcare that there were often ISI guidelines that we would have to put through the feed, which may look like a sort of impediment to some of the actual creator flow, but it's part of the disclosure and it lands well. It's fine. The audience knows that that's an important constituent to that as well.Kerry Curran, RBMA (06:56.483) That's great. And so when you're working with brands, you want to make sure you're tying it back to everything based on their business objectives. know creator and influencer, it can be a shiny objective. We need to do this. I saw a TikTok is big, but talk about how you make sure it really kind of connects to that, that is what they're trying to achieve with their other marketing strategies.Joelle Moroney (07:17.804) Yes. Yes. So I did mention that first and foremost, we want to make sure that we are building out a strategy that is in direct alignment with the business objectives. And then also the key metrics for success. What do the brands care about? What are they being held accountable for? This is where ultimately the ROI comes in and certainly the revenue model. But what we will also do is build out a brand brief so that we are very clear on the targets, the personas, and who they're looking to reach.As well as the actual creator that will be representing the brand specifically. Then we look at the narrative that the client, in my case client, but a brand will want to make sure they're communicating to their audiences, keeping it tight and simple so that we are being very efficient with the creator's content and storytelling. The third element is looking at KPIs, right? Because we want to make sure that we're monetizing this and looking at the analytics.Often I recommend or we look at a hybrid KPI because we're looking to build out awareness, certainly with revenue boost in your platform, you're doing this regularly with different clients, but we're also making sure that we're monetizing this from a building a greater awareness, upper funnel, as well as lower funnel conversions. That said, that will also help predicate what type of creator and who we want to align with the brand because their following will help with the engagement.And for example, there are often brands that want to have awareness with a mega or a celebrity. Let's say Dunkin' Donuts, for example, with Charli D'Amelio. But then you're also going to want to have lower funnel conversion and have micro, and macro influencers who are regular customers at Dunkin' to share their story because we find call to action works well … Kerry Curran, RBMA (08:45.571) Yeah.Joelle Moroney (09:09.998) … when we have audiences that are super hyper-engaged with the micro and mega influencers.Kerry Curran, RBMA (09:17.261) No, that's great. And so you're working with the brand team at the, the, the marketing team and kind of brand lead at the con, the client side, and then building that brief, making sure you're aligned on the creators and the KPIs. And then, you know, talk about kind of how you help them navigate choosing the right creators or influencers to be part of the program?Joelle Moroney (09:43.466) Absolutely. So once we've identified all of the different sorts of framework elements, we then start to look at the influencer discovery process. And a lot of it can be a heavy lift on, certainly on my side, I have different constituents that I work with based on verticals specifically for experts. If we want a financial expert, for example, I tap into my Yahoo Finance category, talent recruitments.But also looking at those tech platforms, I mentioned that curate the different influencers, most recently with Lincia in terms of being an advisor for them. There are, let's say, over a million influencers on the tech platform. There are maybe 20 million in the ecosystem, and two million are actually making money. But what we're doing is using AI tech recognition for logos to look at text logos.Kerry Curran, RBMA (10:27.064) Mm-hmm.Joelle Moroney (10:38.47) … and also just throughout their social feed, the affiliates that they may already have with the current brand. But most importantly, we're also looking at category exclusivity. We're looking at availability. So often you'll pick a sample set of creators to then build that out so that we know that they're on point with the brand strategist and build out different lookalikes to make sure that we have enough influencers that are properly curated so that we know to prove out the success of a campaign.Kerry Curran, RBMA (11:11.083) Excellent. And I know you also talked about diversity being an important aspect of kind of building out that mix of ambassadors and creators.Joelle Moroney (11:21.582) 100%. So we definitely make sure that with every program that we recommend and build our strategy for we have at least 20 % of the creator portfolio filling into the diversity areas, depending on what the brand focuses and their target and persona. It's important to have a different share of voice, and different perspectives as we build out these programs.Kerry Curran, RBMA (11:39.683) Mm-hmm.Excellent. And so as you're building out, especially in the heavily regulated industries, and you mentioned how to make sure you have all of the ISI data, but how do you communicate with the creators to make sure they really understand the brand safety guidelines? I think that's what I would guess is one of the biggest hesitations for specially regulated brands to want to kind of test into the influencer space.Joelle Moroney (12:00.654) Hmm. That's a great point. I think we might've been talking earlier, there's this fine line between allowing the creator to have a free license to build out their creative and keep it very real and genuine and authentic with their audience, but then also staying adhering to the guidelines that are presented to them within the brand brief when we're working with the creator specifically. But it is important that they do stay within those guidelines when speaking to the different brand safety call-outs for a particular program. And they know that going in, but it's also a part of the curation and monitoring that will take shape with the tech platforms to make sure that they're adhering to these guidelines. And the content is reviewed and it is often reviewed by the brand specifically so that we're making sure that we're on point before we go live.Kerry Curran, RBMA (13:09.537) Excellent. So, you know, with creator content, you're reaching their followers and the algorithms are not always the most dependable from that perspective. So it seems it's become more prevalent to add paid media amplification to expand the reach. How are you going about building that into all of your strategies?Joelle Moroney (13:32.394) Absolutely, Kerry. So part of this is we know that we can build out different types of models in working with creators. The organic is fluid. We can estimate and do predictive modeling on impressions and engagement, but it's the paid media amplification boosting, and whitelisting from the influencers handle where we know that we can provide that guaranteed ROI, whatever the KPRs are specifically, whether it's impressions, clicks, or engagements.Kerry Curran, RBMA (13:44.738) Mm-hmm.Joelle Moroney (14:01.518) So that's where we leverage those best assets that we know the creative landed super well in terms of that content engagement with their audience. And then we can build out tests, iterate, and learn what is the best creative assets to leverage into the paid media amplification. And in most cases, we can find 3X lift by leveraging that influencer's handle to do that.Kerry Curran, RBMA (14:25.037) Yeah, so smart. it just extends the kind of value and usage of all of that unique content.Joelle Moroney (14:32.578) That's right. Another component to that is it's just such an efficient way to build out content for O &O channels, for CTV, for programmatic, for display, for recruitment, and for internal. I've done this with other financial services companies where they're doing this with their B2B channel. The influencer may or may not boost within their platform or externally, but they were also using those assets for webinars.Kerry Curran, RBMA (14:38.009) Mm-hmm. That's great. That's great. I mean, there's so much value and the whole benefit to the influencer and ambassador is to make it more relatable and kind of allow the creators to build that promotion, but also share value with their audiences. So it sounds, I know it's easy and amazing and kind of turnkey, but there are still a lot of challenges, especially, with brands that are kind of just getting newer to this. So what are some of the bigger challenges that you've seen and run into that you've had to kind of navigate and help clients with?Joelle Moroney (15:39.638) Yeah, I think that's a fair point. And I was sharing with you too, that just being at Adweek recently in New York, it was evident that most brands realize this is table safe. They should be leveraging the creator economy and influencers to help boost their overall marketing mix. It's proving the ROI. So that's one of the biggest challenges. And part of it is yes, on the creator and or agency tech platform … Kerry Curran, RBMA (16:00.44) Yeah.Joelle Moroney (16:08.48) … models, but it's also on the brand to have that tight API integration with third-party measurement, looking at media mix modeling and attribution to make sure that there's synchronization so that there aren't any inefficiencies in the way in which there's tracking. So that requires a media optimization team to thoughtfully look at the plan to build out that revenue and make sure that we're driving the conversions and or brand lift.Whatever the case may be, whatever tools they may be using specifically. often there will be recommendations, but then it's more about the implementation that is very much a partnership opportunity. And I think there's a lot of growth that needs to happen in that particular area.Kerry Curran, RBMA (16:53.453) Yeah, definitely. Meaning, tying back the investment to actual business results, I know is always a challenge for any media strategy. And especially these days, I think brands are more and more leaning into kind of those lower funnel direct response initiatives because you can measure the click and the web form complete or the purchase. But to your point, it's like this, the kind of...Awareness and engagement strategy-building aspects are so important and I think more brands should be looking at brand lift studies as part of their measurements.Joelle Moroney (17:29.346) That's right. And we know that I think eMarketer just gave a data statistic that there will be 20 billion dollars invested in the creator economy over this next year. That is extraordinary. And that, in my opinion, creators are becoming many media companies in their own right. So back to our original part of the conversation, whether it was Time Inc. in Stoudal, Symbiocor, or May as media companies.Kerry Curran, RBMA (17:39.928)Yeah.Joelle Moroney (17:54.794) Now these creators are individual media companies. So it will be who these brands and or agencies to not lean in, but to learn how best to work with them and to to have a middle zone. Right. Again, we want to make sure that this is landing real and genuinely aligning with the brands, but also within the context of it making the most sense with their brand safety guidelines and what they're building their trust and loyalty with their …Kerry Curran, RBMA (18:07.043) Mm-hmm. Joelle Moroney (18:24.014) … consumers in an authentic way.Kerry Curran, RBMA (18:26.753) No, you're so right. You know, when I speak with a lot of kinds of leaders and the influencer and creator space and over and over, I keep hearing that brands, that's the biggest challenge. Let the creators create the brands they want to control. They're used to, you know, being part of the production and having the actors follow a script. So it's really hard to take that step back and think about, you know, the creators know their audiences, they know what resonates, they know how to get that engagement and the shares. so it's trusting the creator to be the expert on your point. And a lot of them now have their camera crew and their own producers. So it is just a more nimble approach to the more traditional scripted production. And sure, there probably is are still scripted points, but at the end of the day, as you said, as long as it follows the brand guidelines, and especially you can include any legal requirements, whether it's financial or healthcare related, let the creators create, because that's what's going to be most successful for your strategy and execution.Joelle Moroney (19:49.418) Exactly. And then just really completely holistically leveling up the fact that there's a real opportunity to make a social impact in doing this. And I've seen this firsthand with a creator, I work with Sheena Malwani, you know, where she will go on for the American Heart Association to work with the TikTok platform and do a fundraiser live just spontaneously. And when she can do that, …Kerry Curran, RBMA (19:57.527)Yeah, for sure.Joelle Moroney (20:16.064)… and engage your audience to garner revenue for the greater good, and then have a TikTok that will then match those donations. The numbers are exceptional and the revenue can be significant. And I think that's where the kind of spreading the joy aspect of the work that we do can have a lot of social impact on a global level with brands that want to lean into those different categories. So.Kerry Curran, RBMA (20:29.145) Mm-hmm.Joelle Moroney (20:43.416) When I'm working with brands specifically, I think it is important to have a sustainability message and or social impact like a city does with No Kid Hungry. There are just so many different opportunities to find real authentic, genuine connections that are driving revenue. Yes, from a profitability perspective, but certainly also to generate social impact.Kerry Curran, RBMA (21:06.679) Yeah, no, I love that. That's excellent. And so, Joelle, I know, thank you for sharing so much of your expertise with us. One last question is, what is your recommendation for a brand that's ready to get started, especially one in a regulated industry?Joelle Moroney (21:25.686) Yes, I think first and foremost, it's finding a trusted advisor to do that. found great success in having a lot of experience in different verticals, platforms, content, areas to monetize specifically for that brand, finding the vertical of focus in a brand and or tech platform that will help deliver on the KPIs that are most important.But then really aligning with the activation and execution team to do that, to see it through. It's also important that there's an always-on methodology, not just a one-and-done because that can lead to more inefficiencies in doing that.Kerry Curran, RBMA (22:04.801) Excellent, and let the creators create.Joelle Moroney (22:07.498) Let the creators create and have their authentic voice shine through because consumers are super smart.Kerry Curran, RBMA (22:11.747) Yeah.Kerry Curran, RBMA (22:15.171) Definitely. Well, thank you so much, Joelle. I really enjoyed having you on today and thank you.Joelle Moroney (22:22.061) Thanks, Kerry, appreciate it. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

In this episode of Revenue Boost: A Marketing Podcast, titled "The Authenticity Advantage: Driving Engagement and Revenue with Curated Creator Content," host Kerry Curran speaks with Erin Gagnon, Managing Director of BrandCycle, about how brands can harness the power of creator-driven content to boost engagement and drive sales. They discuss how authentic, real-life product endorsements on platforms like Meta, TikTok, and YouTube outperform traditional ads by building trust and fostering stronger audience connections. Plus, they explore how performance-based models—using affiliate links, trackable codes, and measurable results—enable brands to align creator partnerships with revenue goals. This episode is packed with insights on leveraging authenticity to build credibility, enhance brand visibility, and achieve measurable growth.To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Allie Cohen is an experienced digital marketing expert in both the for-profit and non-profit spaces. She has supported the growth and expansion of ACE's internal creator marketing program over the past two years as Senior Creator Marketing Manager. Prior to ACE, Allie spent five years in entertainment marketing in the music industry, working across social media, e-commerce, and brand partnerships teams to connect music artists with their fans. Breena Cocco was brought in to scale the pilot version of the ACE Creator Collective, the in-house creator marketing program at Action for the Climate Emergency (ACE) in 2021. Over the last 3 years, she has executed an innovative and humor-first approach to producing microvideos for climate and civic engagement campaigns on TikTok, Instagram, and YouTube. As Director of Creator Marketing for ACE, she has overseen over 45 campaigns, with the content from these campaigns bringing in over 100 million organic views.

Subscribe to DTC Newsletter - https://dtcnews.link/signup TikTok Shops are rewriting the rules of e-commerce, and the numbers don't lie—$1.5 billion in US sales in the summer of 2023 alone. In this special episode of the DTC Podcast, we team up with Charlie Grinnell, Co-CEO of RightMetric, to unveil a groundbreaking report on TikTok Shops. This exclusive research, conducted over summer 2023, provides fresh, actionable insights into what's working (and why) on this fast-growing platform. Download the report and follow along: https://rightmetric.co/tiktok-shop Whether you're new to TikTok or looking to refine your strategy, this episode is a must-listen for DTC professionals ready to take advantage of this massive opportunity. Key Highlights: Why TikTok Shops are unique: The platform seamlessly combines content and commerce, creating an addictive shopping experience unlike any other. Fresh, exclusive data: This collaborative report between RightMetric and DTC analyzes $1.5 billion in sales data from Summer 2023—offering insights no one else has. Who's succeeding: Beauty, women's wear, health, and electronics are among the top-performing categories, with creator-driven content leading the charge. How to win: Learn how to leverage creators, live streams, and strategic content production to maximize revenue. Big opportunity for small brands: Major players haven't entered TikTok Shops yet, giving early adopters a first-mover advantage. Why listen now? This report is fresh, actionable, and data-driven. If you're in e-commerce, TikTok Shops could be your next big growth channel. Follow Charlie on LinkedIn https://www.linkedin.com/in/charliegrinnell/ Timestamps: 00:00 - TikTok vs. Snapchat: Time Spent and User Demographics 02:00 - TikTok Shop: Key Selling Strategies 05:00 - Live Streams Driving Sales on TikTok 09:00 - TikTok's Unique Algorithm and Content Strategy 15:00 - Top TikTok Shop Categories and Revenue Insights 20:00 - Creator Marketing and Affiliate Strategy on TikTok 25:00 - TikTok Shop Challenges and Best Practices Hashtags: #TikTokMarketing #EcommerceGrowth #TikTokShop #ContentStrategy #AffiliateMarketing #LiveStreamingSales #DigitalCommerce #TikTokAlgorithm #DTCBrands #CreatorEconomy Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram & Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

In Ep. 151 of Earned, Conor Begley sits down with Shane Heath, Co-Founder & CEO of MUD/WTR—a powerful coffee alternative rooted in wellness. Tackling the cultural norms around caffeine consumption, MUD/WTR has transformed the lives of many with their unique blend of functional mushrooms, cacao, and chai. To start, Shane dives into his career path, beginning as a tech designer and then pivoting to being a brand founder on a quest to redefine wellness on an unconventional path. Shane delves into his story of lifestyle experimentation and business innovation, highlighting how MUD/WTR stands out with its bold branding and human-centered marketing approach. We learn about the brand's mission to challenge societal norms, its strategic expansion into retail, and how authentic collaborations with influencers who resonate with its holistic philosophy are truly beneficial. Switching gears, Shane explains how he envisions MUD/WTR as more than just a product—but a movement aimed at addressing broader societal challenges like caffeine dependency and mental health. To close the show, Shane gives his “hall of fame” book recommendations for the readers out there. In this episode, you'll learn: 1. How co-founder & CEO Shane's journey into wellness and the founding of MUD/WTR reflects a growing trend towards natural health solutions 2. Why MUD/WTR's branding and marketing emphasizes simplicity and authenticity  3. How MUD/WTR has met creators where they're at on their own wellness journeys for real, human content Connect with the Guest: Shane's LinkedIn - @shaneheath Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

On this special episode of Earned, we're sharing Conor Begley's onsite interviews with creator economy experts and speakers at CreatorIQ Connect 2024. To start, Conor and Danessa Myricks dive into how leveraging micro-communities and tailored messaging can drive authentic connections and build brand loyalty. Then, Kim Larson discusses the innovative ways platforms are using new tools to amplify engagement with emerging creators and enhance audience connections. Milani Cosmetics CMO Jeremy Lowenstein emphasizes the importance of aligning influencer voices with brand values to build genuine and impactful partnerships. AT&T Lead Product, Creator Intelligence Emanuel Macias shares how centralizing influencer strategies can maximize ROI, streamline creator partnerships, and enhance brand consistency. With BeatBox's Apphia Castillo, the conversation shifts into why prioritizing creators' unique styles fosters authenticity and connecting with diverse audiences more effectively. Finally, the growing importance of valuing creator engagement and meaningful content over follower count is broken down by Lloyd D'Souza, SVP Global Head of Central Video at Condé Nast. Connect with the Guests: Danessa's LinkedIn - @danessamyricks Kim's LinkedIn - @kimlarson Jeremy's LinkedIn - @jeremylowenstein Emanual's LinkedIn - @emanmacias Apphia's LinkedIn - @phiphibb Lloyd's LinkedIn - @lloydsouza Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 149 of Earned, Conor Begley sits down with an experienced data and analytics leader with over 35 years in the marketing analytics field: Doug Jensen. To start, Doug delves into the strategic intricacies of marketing mix models (MMM) and how they address modern challenges like iOS privacy changes. Doug shares his strategies for measuring influencer marketing impact beyond sales, and enhancing brand desirability and consumer engagement. He then emphasizes the importance of nurturing authentic creator relationships and the growing significance of Earned Media Value (EMV) as a key performance metric. Switching gears, we explore the potential of platforms like TikTok Shop and tools like CreatorIQ and Dash Hudson in transforming brand-creator partnerships. To close the show, Doug shares some tips for planning an unforgettable African safari that will have you packing your bag as you listen. In this episode you will learn: The importance of cultivating genuine relationships with creators across various follower levels to ensure successful campaigns Why balancing brand and performance marketing, particularly amidst evolving industry trends, is crucial to overall success Why companies should consider using marketing mix models (MMM) to prove ROI and address modern challenges like iOS privacy changes   Connect with the Guest: Doug's LinkedIn: https://www.linkedin.com/in/doug-jensen-7722b11/   Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 145 of Earned, Conor Begley sits down with Vandana Tandon—Chief Brand Marketing Officer of global retail conglomerate L'Occitane Group. To start, Vandana pulls back the curtain on L'Occitane's social transformation—from having a minimal social media presence to becoming a power player in the beauty industry. We dive into L'Occitane's strategic adoption of Instagram and TikTok, and hear how fostering relationships with influencers and content creators has helped the company build word-of-mouth and authentically resonate with new generations of consumers. Next, Vandana discusses how large-scale marketing events and the synergy between organic social and paid ads have significantly boosted product interest and ad performance. She also emphasizes the importance of cultivating a cohesive team culture built on respect and understanding, and shares her strategies for managing teams across the globe. To close the show, Vandana reflects on her personal career journey, and highlights the importance of patience, continuous learning, and building a complementary leadership team. In this episode you will learn: 1. How L'Occitane has transformed into a social media powerhouse under Vandana's leadership, focusing on Instagram, TikTok, and creator partnerships. 2. Why building a cohesive team culture and global-local synergy have been key to brand success. 3. Vandana's career insights on patience, continuous learning, and how to assemble a complementary team for marketing leadership.   Resources: L'OCCITANE Group - https://group.loccitane.com/   Connect with the Guest: Vandana's LinkedIn - https://www.linkedin.com/in/vandanatandon/   Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

Bubble Skincare launched in 2020, when Gen Z founder Shai Eisenman saw a white space in the market to reach people in her own cohort with safe, affordable and fun products. Lindsay St. Clair joined her to help launch the brand, known for its signature colorful packaging, that year. Fast-forward to today, and Bubble has more than 2 million followers on TikTok and has expanded into retailers including Walmart, CVS and Ulta Beauty. As it reaches beyond its core demographic to adults, it's dedicated to being transparent and clear about which of its products are safe for kids and teens. And it's carved out a niche around mental health and creating joy that's unique in the beauty space. In this episode, St. Clair, VP of brand and creative, talks about building the Bubble brand and how the company taps into its young community for product development insights. Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.

In Ep. 144 of Earned, Conor Begley sits down with RJ Larese—VP of Talent & Influencer Marketing at entertainment powerhouse, Paramount, overseeing strategy for Paramount+, Nickelodeon, and Awesomeness. With over 14k followers on LinkedIn, RJ is also a thought leader in the creator economy. To start, RJ reveals his tried-and-true strategies for integrating creators into the brand ecosystem, redefining how traditional media competes with social media and gaming platforms for the attention of Gen Z and Gen Alpha. RJ explains how creators have become the heartbeat of modern media, from voicing animated characters to creating bespoke experiences at the Kids' Choice Awards. Next, we dive into RJ's career journey, from getting his start in reality TV casting to climbing up to corporate leadership. RJ emphasizes the importance of a positive workplace culture and balancing hard work with leisure. To close the show, RJ shares his most transformative life lessons, including how his near-death experience reinforced the importance of a harmonious work-life balance.  In this episode, you will learn:  1. How integrating creators authentically into media can drive engagement and capture younger audiences 2. Why embracing creators as modern celebrities is crucial for media relevance 3. How work-life balance and positive workplace culture are essential for sustained success in entertainment Resources: Paramount - https://www.paramount.com/   Connect with the Guest: RJ's LinkedIn - https://www.linkedin.com/in/rjlarese/   Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ  

Meet Kerri Gibson, the founder of  Chalets Hygge, a collection Scandinavian-style cottages located in the heart of Quebec's Eastern Townships. In this episode, Kerri and I discuss an amazing collaboration that's reshaping how boutique hospitality entrepreneurs can market their properties.  Kerri, along with Monique DeLorenzo from The Vermont A-Frame, have worked together to organize a strategic alliance of creators and hosts across New England for a Fall Creator Road Trip.  Kerri takes us behind the scenes of this innovative project, where talented creators Maddie and Will from Guest House Creative hit the road, capturing stunning content across multiple short-term rentals and local businesses.  Kerri shares invaluable insights on the power of intentionality in partnerships and how aligning with the right creators can elevate your brand without breaking the bank. We dive into detail around: What the goals of the project are How all participants in the roadshow — the creators, Kerri, Monique, as well as the incredible entrepreneurs at Lumen Camps and The Maine A-Frames will share and collaborate on content post-campaign What the big audience growth strategy of a MAJOR giveaway will look like Ideas for how other hospitality entrepreneurs might replicate something like this in their own market And so much more Follow along on this exciting journey by via the Instagram handles below: https://www.instagram.com/will_zimm_/ https://www.instagram.com/maddie_brandon/ https://www.instagram.com/guesthousecreativestudio/ https://www.instagram.com/maineaframe/ https://www.instagram.com/lumencamps/ https://www.instagram.com/thevermontaframe/ https://www.instagram.com/chalets_hygge/ This episode is brought to you by The Content House   If you listen to this podcast, you likely care a lot about your brand. You care about building it thoughtfully and purposefully.  What I love about Nate and the team at The Content House is that they truly understand this. They care about getting to know your style, your approach, and the unique quirks and features that make your collection of stays special.  Their service is full end-to-end social media management and content creation. From shooting stunning videos and photos to editing, posting, and even sourcing influencers to partner with… The Content House specializes in working with hospitality entrepreneurs building well-branded, boutique collections, often in exotic or extra-special locations… Follow The Content House on Instagram Dunlap Hollow Reel Live Oak Lake Reel FLOHOM Reel Villa Stay Texas Ree About the Show Behind the Stays is brought to you by StayWatch — the internet's best resource for deals on Airbnb, Vrbo, and Booking.com. You can subscribe, for free, at www.staywatch.ai Behind the Stays is hosted by Zach Busekrus, Co-founder of StayWatch, you can connect with him on Twitter at @zboozee or on LinkedIn. 

From glasses of rosé to insightful sessions, tune in to hear what Keith and Brendan got up to at Cannes Lions International Festival of Creativity. One thing that couldn't be ignored at the festival was how creators are becoming more and more integral in the advertising landscape.    They highlight the growth of social-first and creator-first brands and the increasing presence of major platforms like Pinterest, Snapchat, and TikTok at industry events. The conversation touches on the challenges brands face in measuring the ROI of influencer marketing and the potential role of AI in content personalization and scaling. They also explore the significance of retail media networks and their convergence with the creator economy, suggesting that retail-driven influencer content will become increasingly important. 

In this special cross-over episode, we dive deep into the world of creator marketing within higher education. Listen to engaging conversations from leading experts on the Enrollify network who discuss the nuances and successful strategies of utilizing creator marketing to enhance visibility and engagement for higher education institutions. Whether it's leveraging user-generated content, nurturing student creators, or recruiting influencers directly from campus, this episode offers a plethora of actionable insights.Key Takeaways:Empowering User-Generated Content: Discover how institutions like Penn State utilize social media listening to recruit and empower student content creators, enhancing their digital footprint authentically.Interns as Key Marketers: Learn from Siena College's approach, where student marketing interns play a crucial role in crafting content that resonates with Gen Z, proving that real voices drive real engagement.Strategic Influencer Collaborations: Gain insights from Glacier, a digital advertising firm, on how to identify and collaborate with student influencers to boost enrollment and campus engagement.Listen to the Full Episodes Featured:Confessions of a Higher Ed Social Media Manager - Episode 7: Using Social Media Listening And Monitoring To Recruit CreatorsMission Admissions - Episode 30: Creating And Developing A Team Of Student Content CreatorsThe Application - Episode 30: How To Discover And Activate Your School's Student Influencers - - - -Connect With Our Host:Jeremy Tiershttps://www.linkedin.com/in/jeremytiers/https://twitter.com/CoachTiersAbout The Enrollify Podcast Network:Mission Admissions is a part of the Enrollify Podcast Network. If you like this podcast, chances are you'll like other Enrollify shows too! Some of our favorites include Generation AI and The Application with Allison Turcio.Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com. Connect with Us at the Engage Summit:Exciting news — many of your favorite Enrollify creators will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we'd love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. Use the discount code Enrollify50 at checkout, and you can register for just $200! Learn more and register at engage.element451.com — we can't wait to see you there!

In this special cross-over episode, we dive deep into the world of creator marketing within higher education. Listen to engaging conversations from leading experts on the Enrollify network who discuss the nuances and successful strategies of utilizing creator marketing to enhance visibility and engagement for higher education institutions. Whether it's leveraging user-generated content, nurturing student creators, or recruiting influencers directly from campus, this episode offers a plethora of actionable insights. Key Takeaways:Empowering User-Generated Content: Discover how institutions like Penn State utilize social media listening to recruit and empower student content creators, enhancing their digital footprint authentically.Interns as Key Marketers: Learn from Siena College's approach, where student marketing interns play a crucial role in crafting content that resonates with Gen Z, proving that real voices drive real engagement.Strategic Influencer Collaborations: Gain insights from Glacier, a digital advertising firm, on how to identify and collaborate with student influencers to boost enrollment and campus engagement.Listen to the Full Episodes Featured:Confessions of a Higher Ed Social Media Manager - Episode 7: Using Social Media Listening And Monitoring To Recruit CreatorsMission Admissions - Episode 30: Creating And Developing A Team Of Student Content CreatorsThe Application - Episode 30: How To Discover And Activate Your School's Student Influencers - - - -Connect With Our Host:Jenny Li Fowlerhttps://www.linkedin.com/in/jennylifowler/https://twitter.com/TheJennyLiAbout The Enrollify Podcast Network:Confessions of a Higher Ed Social Media Manager is a part of the Enrollify Podcast Network. If you like this podcast, chances are you'll like other Enrollify shows too! Some of our favorites include Higher Ed Pulse and Confessions of a Higher Ed CMO.Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.Connect with Us at the Engage Summit:Exciting news — Jenny will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we'd love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. Use the discount code Enrollify50 at checkout, and you can register for just $200! Learn more and register at engage.element451.com — we can't wait to see you there!

Tiffany Lopinsky, alongside fellow co-founders Harry Rein and Chris Tinsley, set out to change the influencer marketing space in 2020. Their vision: craft a revolutionary tool for the creator economy – ShopMy. Already, they have grown its network to over 40,000 creators and 300 brand partners, signing on renowned beauty brands like Tatcha, Dior, and Elemis and retailers like Nordstrom, Nike, and Lululemon. Recently, they secured $18.5 million in funding, which they are now using to innovate product features, attract even more brands to the platform, and build the team to support its strategic investments.

Malia Fisher and Tyler Steinhardt join The Great Battlefield podcast to talk about how Vocal Media is aligning creators with progressive campaigns and causes to create powerful marketing.

Nadine Gamie, Creator Marketing and Partnerships Manager at Amazon, joins Amanda Ma, CEO & Founder of Innovate Marketing Group to discover how to stand out in the marketing world by tapping into the creativity and influence of creators. Listen now as we uncover the secrets to implementing influencer marketing to boost your brand and truly connect with your audience. Follow us! https://www.instagram.com/innovatemkg/ https://www.linkedin.com/company/innovate-marketing-group https://www.linkedin.com/showcase/eventup-podcast https://www.instagram.com/eventuppodcastshow/

It's clear that creators have become an integral component in successful marketing strategies. But what does good creator marketing really look like? Who's doing it well? And how do you measure success? For today's episode of Earned, we're sharing one of the most popular sessions from our blowout CreatorIQ Connect event in October titled "What Does Good Creator Marketing Look Like?", hosted by Conor Begley himself. Conor shares why it's important to foster growing creator communities, invest early in creators' careers, and prioritize long-term relationships to see long-term gains. He also dives into the impressive performance of successful brands including Fashion Nova, SKIMS, MLB, Celsius, Rare Beauty, and Amazon, and reveals how your brand can see similar results with the right strategies and support.Resources:Watch Conor's full session here - https://www.creatoriq.com/connect2023-what-good-looks-like Watch more session content from CreatorIQ Connect - https://www.creatoriq.com/event/connect Connect with Conor Begley & CreatorIQ:Conor's LinkedIn - @conormbegleyCreatorIQ LinkedIn - @creatoriqFollow us on social:CreatorIQ YouTube - @TribeDynamicsCreatorIQ Instagram - @creatoriqCreatorIQ TikTok - @creator.iqCreatorIQ Twitter - @CreatorIQ

Have you ever wondered about the real impact of creator-driven campaigns? Today, we are talking with Whalar's own Gaz Aluishi, President of Measurement and Analytics, to deconstruct the media magic and reveal the game-changing data proving creators' monumental role in today's marketing landscape. This year, Whalar commissioned Nielsen to conduct an extensive Media Mix Model analysis to show the contribution of creator content within the overall media mix. On today's episode, Gaz reveals some of our findings and unveils the undeniable influence of creators, where hard data meets creativity. From a staggering 2.4x ROI driven by creators to the symbiotic relationship between creator content and various media channels, Gaz's insights promise to reshape your perspective on modern marketing.Whether you're a marketer ready to harness the potential of creators or eager to understand the nuances of media impact, this episode is your gateway to enlightenment.Get ready to uncover a world of insights that will reshape the way you approach your media strategy. Hosted on Acast. See acast.com/privacy for more information.

Is every new product really "revolutionary?" Is this year's phone so different form last year's that it's really going to change your life in a meaningful way? Probably not. Marketing is nothing new, but in the world of Creator Marketing, things are evolving fast and it seems like companies are putting themselves in the driver's seat more often. My awesome wife Heather joins the podcast this week to help me dissect some recent releases from Sony and Rode to better understand how companies use creators as major parts of marketing plans, why viewers are starting to get fatigued buy it, and how to view things through ha critical lens to find what's really the most helpful info for you. Check out Heather's channel here:https://www.youtube.com/heatherjustcreate