Break Free B2B Marketing: Nicole Brady of SAHM Reviews on the Importance of Empathy in Reaching Your Niche

For over a decade our team at TopRank Marketing has fostered a strong community of leading influencers, developing close relationships with subject matter experts in a wide variety of industries.

When it comes to B2B influencer marketing, it’s natural to wonder just what an industry influencer actually looks like?

In our third season of Break Free B2B Marketing video interviews, we’re continuing in-depth conversations with a selection of top B2B influencers, and taking a close look at the issues that each expert is influential about in their own industry.

Each successful B2B influencer has a rare mix of the 5 Ps — proficiency, personality, publishing, promotion, and popularity — as our CEO Lee Odden has outlined in “5 Key Traits of the Best B2B Influencers.”

Featuring all of these qualities and many more is Nicole Brady, publisher at SAHM Reviews, who we’re delighted to be profiling today.

According to a study done by G2, 92% of B2B buyers are more likely to purchase after reading a trusted review. A different study tells us that 91% of customers between the ages of 18 and 34 trust online reviews just as much as they would a personal recommendation. Long story short: buyers care about reviews, whether they’re a business or an individual consumer.

Some people understand this more than others. One of those people is Nicole Brady. Nicole Brady is the founder and force behind SAHMReviews.com, a successful site known for it’s engaging story-based reviews of products and services. Knowing how to tap into stories and find your own niche storytelling techniques are skills integral to any B2B marketer, which is why we invited Nicole to speak with us for today’s episode of our Break Free B2B marketing video series.

Break Free B2B Interview with Nicole Brady

If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.

1:15 – Introduction to Nicole
2:38 – Building empathy and trust with an audience
4:12 – What are story-based reviews and why are they important?
7:15 – Signs of progress in Nicole’s space – and where things are going
12:12 – Why are individual reviews more impactful than brand content?
15:22 – How important is technology and thinking outside the box to consumers?
19:16 – You create board games?! Tell us more!
25:43 – What do you see as the key qualities that make something fun?
28:08 – How did Nicole find her niche and what advice does she have for others on a similar journey?
30:40 – Any tips for working with brands as an influencer? Tips for brands working with influencers?
34:02 – What advice would you give to B2B marketers looking to break free?
36:04 – How to get in touch with Nicole