Influencer Marketing, Podcasting Strategy, and Brand Driving Demand with Jess Cook (VP Marketing at Vector)

#367 | Dave sits down with Jess Cook, VP of Marketing at Vector, to talk about how she spent $12K on seven micro-influencers with zero UTM tracking and generated $1.1M in pipeline. Jess also breaks down why she started a brand podcast as an awareness play, how a B2C copywriting background at major CPG brands shaped the way she thinks about brand and standing out in B2B, and what it actually takes to make the jump from content leader to VP of Marketing.

Timestamps

• (00:00) - - Intro
• (07:00) - - Why influencer marketing made sense as a first channel
• (12:15) - - Tracking pipeline without UTMs: using keyword alerts
• (13:06) - - The results: 45 demos, 80%+ ICP, $1.1M in pipeline
• (15:45) - - Why loose briefs outperform tightly controlled campaigns
• (20:23) - - How to scale an influencer program when you're a team of two
• (23:01) - - How to make your podcast an awareness magnet
• (31:49) - - How to know if your podcast is working when you can't track it
• (37:01) - - LinkedIn: 37K followers in 3 years and how the content strategy works
• (44:58) - - Why brand and mascots aren't optional anymore in B2B

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