Yup, I spoke at 2 conferences in 1 day. Here’s how (& why)
Vin Matano hosting a panel at Creator Economy Live and presenting at PartnerStack’s STACKD
I was recently asked to host a panel at Creator Economy Live in NYC (CEL) about the LinkedIn creator economy.
CEL is where hundreds of brands and creators get together to discuss insights from industry giants and the top creators.
Historically, CEL was very consumer-focused. You know, DTC brands talking about their YouTube or Instagram campaigns.
But B2B Influencer Marketing is slowly getting more talk tracks at conferences.
Our panel included the absolute 🐐’s of LinkedIn: Enara Roy (Influencer Marketing Manager @ Sweet Loren’s), Eileen Kwok (Influencer Marketing Manager @ Hootsuite), and B2B creator, Jayde Powell.
POWERHOUSE 💥
Plus, I’ve never actually hosted a panel before.
But the problem is, I already agreed to speak at PartnerStack’s STACK’D conference on the SAME DAY…. bruh…
So I decided to attempt the impossible.
Be at two places at once.
Creator Economy Live
The morning started off at 10:30AM at CEL with our panel.
And B2B brands are starting to get active af on LinkedIn.
Eileen shared the story of Hootsuite generating 700k impressions and $1M in pipeline in 1 week with their Social Media Trends Report campaign.
Hootsuite’s Social Media Trends Report campaign
There are 1 billion users on LinkedIn and only 1% of their users create content.
1%!
Whereas Instagram and TikTok are content saturated platforms, LinkedIn is a content deficient platform. Meaning there is not enough content to show to their 1 billion users.
So, basically, the platform needs more creators!! But what are you supposed to share?
LinkedIn recommends
News and trends
Career tips
Workplace stories
The platform needs more creators so more B2B companies can execute kickass campaigns like Hootsuite.
Bias, but I think we did our thing.
Even B2B-focused Conferences are Embracing Influencers.
Vin Matano speaking at PartnerStack’s STACKD
Next up, PartnerStack’s STACKD conference at 3:340PM. This event was historically a ‘partners’ focused conference.
But Affiliates and Influencers are slowly becoming a huge partner channels for lots of B2B organizations.
And I have no data to back this, but I’m going to assume I’m the first ever speaker to cover B2B Influencer Marketing as a partner channel in B2B.
Here’s What I Learned
B2B is becoming a huge part in the Creator Economy (historically consumer driven) and budgets will follow
Influencer Marketing will be a budget line item in all B2B Marketing GTM functions (historically drive by advertising, sales, and events)
LinkedIn is becoming one of the main platforms to execute an influencer marketing campaign and more DTC brands will be active on the platform.
Content Corner
Okay, now I got a 10 mile run near the beach calling my name.
Enjoy your Saturday!