Prep influencer marketing programs for US FTC endorsement guidelines

BarbaraInfluencer marketingLeave a Comment

Influencer marketing is on a collision course with the US Federal Trade Commission and its new guidelines for endorsements and testimonials in advertising. The revised guides span consumer endorsements, expert endorsements, endorsement by organizations, and disclosure of material connections between advertisers and endorsers. The FTC has already said it expects the revised guidelines to affect most businesses that advertise in … Read More

Sponsored analyst blogs and bloggers – matter of time

BarbaraAnalyst relations, analysts, B2B, Bloggers, social media9 Comments

Many of us are ready to recognize social media as a standard subset of our B2B and B2C communications channels. Even the slow moving Fortune 500 is adopting public-facing blogs, according to SNCR. So it’s time to stop thinking about analyst-written blogs as a novelty and start thinking about them as part of standard analyst business practice. One of the … Read More

6000 tech marketing jobs cut during 2009

BarbaramarketingLeave a Comment

IDC is putting numbers around something tech marketers already know: 2009 is the worst year for vendor-side tech marketing jobs and budgets since the dot-com bust. IDC projects that 6,000 tech vendor marketing jobs will be cut by the time the dust settles at the end of 2009. Marketing budgets will be down 8.3% over 2008 levels. That’s the inhouse … Read More

B2B decision-maker influencers: 24 categories involved in purchase decisions

BarbaraInfluencer identification, Influencer marketing, influencer relations2 Comments

Lots of people play a part in a typical B2B purchase decision and naturally, identifying them is an important activity for any influencer relations program. You need to know who they are, including their name, job and location. First, you have to figure out who they are. That’s no so easy. The big temptation is to start by asking the … Read More

Please, no Managers of Twitter Relations

BarbaraBloggers, social mediaLeave a Comment

Around mid-decade we went through a phase where corporations and agencies considered creating jobs such as “Manager, Blogger Relations”.  To this day that makes a lot of sense if you happen to work for a company that provides blog software, blog design, blog hosting, blog monitoring. For other kinds of companies, not so much. Because for other types of companies, … Read More

What’s another word for influencer?

BarbaraAnalyst relations, influence, Influencer marketing, influencer relations, marketing6 Comments

There are several good reasons to replace the terms “influencer” and “influencer marketing” in the marketing vocabulary. What are the best  alternatives? I don’t know the answer, however I see signs of a backlash against misuse and abuse of these terms. What are the issues with the word influencer? To start, not everyone likes being branded as an influencer. As Evan … Read More

Analyst relations skills: building a checklist for wider influencer opportunities

BarbaraAnalyst relations, influencer relations2 Comments

Analyst relations is entering a time when the tech industry not only acknowledges – but celebrates – the rich diversity of decision-maker influencers. This shift to influencer marketing presents new opportunities for transforming AR programs and careers. Many of the skills that contribute to successful analyst relations translate smoothly to relations with other types of influencers.  And some skills do not. … Read More