00;00;00;00 - 00;00;25;06
Jess Gaedeke
Welcome to dig inspiration. A quick recap where we dig deeper into the story behind the story in each of these bite sized episodes. I'll revisit key moments from our incredible guests, highlighting the most inspiring parts of the stories they share. Today, we're dropping a quick reflection on some of the most memorable parts of my talk with Christina Le, Head of Marketing at Plot, aka the social media marketing whisperer.

00;00;25;25 - 00;00;32;16
Jess Gaedeke
Okay, point number one, which I found super, super relevant and interesting, is just about the power of influencers.

00;00;32;16 - 00;00;45;26
Jess Gaedeke
Christina talked about building this LinkedIn community. Right. That organically gained awareness and trial for their brand. But what I loved about that was actually going a level deeper and talking about how you choose those influencers.

00;00;45;28 - 00;01;07;08
Jess Gaedeke
They have to be authentic to your brand's ethos and also individuals that you don't have to be too prescriptive with. I thought that was really important because as soon as you script them, you know, you give them this like rote messaging. It sounds less genuine. It's not really coming from their genuine point of view. And I was thinking about how that's not terribly efficient or scalable.

00;01;07;08 - 00;01;27;26
Jess Gaedeke
If you're trying to script, especially a whole community of individuals. So knowing that they're each going to have their individual voices, I think was really important. And so I was thinking about, you know, some examples, of other influencers that have been really impactful for brands. One is Charli D'Amelio. Dunkin Donuts. Right. She's a huge fan of the brand.

00;01;27;29 - 00;01;51;26
Jess Gaedeke
They created a signature drink named for her. It's so believable because it's real, right? She's a real consumer of that brand. So all of her content is just grounded in that reality of it being such a part of her life. Another example, a hex clad Gordon Ramsay. Right. He used that brand. Followed them on Instagram. That really started a really genuine partnership with some cool promotion opportunities.

00;01;51;27 - 00;02;11;25
Jess Gaedeke
Now he's a partner in the company. So those are just some examples of probably some of the more consumer facing influencers that we see. And you know, if you think about some of those lessons, find that influencer. It's going to be very authentic to your brand that can sort of live the brand in their own authentic way. Hopefully that gives our listeners some ideas if they're thinking about an influencer strategy.

00;02;11;25 - 00;02;29;22
Jess Gaedeke
The second point, I feel like we could do a whole episode on, and it's this idea of how many things you need to nail with your messaging when you're in B2B marketing. Christina, like, rattled them off, right? She's like, you have to be, you know, concise and succinct. You have to explain the use case. You need to be on trend.

00;02;29;22 - 00;02;58;00
Jess Gaedeke
You need to be likable. And I'm sitting there thinking like, okay, what do you not have to do with B2B messaging? And I couldn't help but think of the research angle here. Because what this means when you have to do all of these things, be succinct, explain the use case, be on trend, be likable. What it means is that not only do you need to deeply understand your customers in order to develop compelling messaging, but you also need to test your potential messages in a way that is super reflective of that reality.

00;02;58;02 - 00;03;17;11
Jess Gaedeke
Right. So me, I'm in sales, I'm a sales professional. I'm not taking 15 minutes to consider an ad for Salesforce or for HubSpot, right? Their messaging needs to grab my attention in the moment as I'm scrolling through LinkedIn. I need to have a visceral reaction that, oh wow, I'm interested in this so that I want to learn more and ultimately, hopefully become a buyer of those brands.

00;03;17;18 - 00;03;38;14
Jess Gaedeke
That's what those brands are hoping I do. So if you think about that first sentence of your cold outreach, that initial reaction of your ad, it needs to capture attention. It needs to convert that interest. Otherwise it just gets scrolled or deleted right past right. So that really made me think about how important that research aspect is. And ultimately just shout out to all the B2B marketers.

00;03;38;14 - 00;03;57;11
Jess Gaedeke
We see you. You've got a tough job. There's a lot that you need to accomplish with your messaging. And the third point that really resonated with me was this idea of advocating for a discipline when you're on the front end of that discipline's journey. So Christina talked about how she's older than Google. Well, I'm way older than Google.

00;03;57;11 - 00;04;12;14
Jess Gaedeke
And I remember a time far before social media. And so to see sort of the, you know, the rise of this discipline and she talked about how the social media marketer, it, you know, has been seen as a role that an intern can do always at the bottom of the totem pole.

00;04;12;14 - 00;04;21;22
Jess Gaedeke
And now the social media marketer is the next CMO, because digital is just such a core component to marketing something, you absolutely have to have the muscle memory for.

00;04;21;27 - 00;04;46;20
Jess Gaedeke
As a marketer made me think about how today the AI engineer is probably the next CTO, right? So I really appreciate how Christina talks about offering her time to students, young professionals as they navigate their early career. It's takes those kinds of leaders to help further these types of roles and disciplines in the industry. And also just want to say, I'm so privileged to be able to talk to these leaders and get inspiration from them.

00;04;48;01 - 00;04;59;19
Jess Gaedeke
Well, that's your dig. Inspiration recap for the week. We would love to hear your takeaways and thoughts on the conversation, so please do visit the link in the description and leave us a comment.