Inside Influence 11: Marshall Kirkpatrick from Sprinklr on Elevating B2B Content with Influencers

Without question the digital age we live in is marked by remarkable advancements as well as ease of information creation, distribution and proliferation. As they say, we live in an age of information overload. What can B2B marketers do to stand out? Simply create more “useful content”?

For 2021 and beyond, the bar for stand out B2B marketing is much higher than utility. Our guest, Marshall Kirkpatrick on episode 11 of the Inside Influence Show featuring B2B Marketing Insiders, has some smart insights on how influence can play a role in creating symphonic thinking and connecting the dots between the kinds of insights buyers are attracted to, that drive engagement and action.

Marshall is the founder of Twitter influencer platform Little Bird which was acquired by Sprinklr where he is now Vice President of Influencer Relations, Analyst Relations, and Competitive Intelligence.

During our talk, we covered highlights of the 2020 State of B2B Influencer Marketing Report, some important topics for B2B marketers that want to better understand the role of influence in B2B marketing including:

Marshall’s evolution from the first blogger at TechCrunch to founder of Little Bird to VP at Sprinklr
How Dan Pink’s Symphonic Thinking translates to being a B2B influencer marketing thought leader
Insights into working with B2B influencers
B2B influencer activations that actually work
Opportunities for B2B brand executives to build influence
How to unlock influencer potential from executives who are not natural to social engagement
Advice on outsourcing an influencer marketing effort with consultants or agencies
What’s most exciting about B2B and influencer marketing in 2021

See the full interview with Marshall Kirkpatrick, check out the Inside Influence Episode 11 video below:

Below is a highlight transcription of our discussion.

You are an OG when it comes to influencer marketing. Can you share with us a little about your experience starting Little Bird and how you got to Sprinklr?

Marshall: My background is actually in blogging first and foremost. I was a tech blogger covering startups and ended up using tools to break news stories and was the first blogger ever hired over at TechCrunch.

I saw in that experience that when you’re in an influential position online, people bring you a lot of information. Lots of startups were always coming to us and saying, “Oh, look at this cool new thing. Here’s my perspective on the market.” And that was really an educational experience for me. And so, as I developed in my blogging career, I wanted to start looking around to find other influential people who were also receiving a lot of inbound information so that I could know who to watch and listen to in order to break news stories quickly and learn through watching them.

I wanted to start looking around to find other influential people who were also receiving a lot of inbound information so that I could know who to watch and listen to in …read more

Source:: Top Rank Blog

Author: Aaron