For technical B2B products, the influencer's role is not to be a salesperson or demo the product. Their value lies in building credibility and top-of-funnel interest with their trusted audience. The company is then responsible for nurturing those leads with product-specific details.

Instead of waiting for speaking invitations, build your brand by creating your own platforms. Guest Goldie Chan established her LinkedIn authority by proactively organizing and hosting the first LinkedIn creator summit at VidCon, which then opened doors to more opportunities.

Only 5% of your audience is ready to buy. For the other 95%, the goal is to build "mindshare"—a runway of awareness and trust through valuable content. This ensures that when they eventually enter a buying cycle, your brand is already a known and respected entity.

Despite many marketers believing webinars are oversaturated, FloQast's CMO asserts they are a top-performing channel. He's seen at four consecutive companies that engaged webinar attendees convert into opportunities and closed-won deals at a significantly higher rate than leads from other channels.

Podcast interviews are a powerful tool for building relationships with otherwise inaccessible decision-makers and mentors. Offering someone a platform to share their expertise is a more effective way to get their attention than a cold email, creating genuine connections and business opportunities.

Trust is now built through credible personalities, not just branded content. Channels like podcasts and newsletters succeed because they are personality-driven. HubSpot's CEO advises businesses to identify and empower internal figures with high authority to represent the brand.

Think of consistent brand building—through thought leadership and storytelling—as preparing the soil. It lays a foundation of trust and recognition. When a targeted ABX campaign is launched, it lands with a warmer, more receptive audience, rather than feeling like a cold, disjointed outreach.

Big Cabal Media repurposes content from its paid conferences, like "Naira Life," into free YouTube masterclasses and podcast series. This strategy creates a virtuous cycle: the high-quality content attracts new subscribers and builds brand authority, which in turn drives ticket sales for future events from an engaged, pre-warmed audience.

In a world dominated by remote work, personal, in-person interactions have an outsized impact on digital reputation. The speaker treats event mingling not as a social nicety but as a core business strategy to create lasting connections that translate directly into how people perceive the brand online.