It's time to let go of your egos, marketers, because this is not about you.

That's a common thing to say, for sure, but it's particularly important to keep in mind when getting into B2B influencer marketing and communities.

In the latest episode of the Marketing Smarts Live Show, Demandbase's Justin Levy emphasizes the importance of partnerships over transactions—i.e., mutually beneficial activities.

"Too many people will look at simply the reach of an influencer—the total number of followers, or the engagement they have, or the fact that they're a keynote speaker, whatever...and all they want to do is pay them," Justin says.

"They don't consider what those areas of expertise are for that person, the brands that they align themselves with and why. Therefore, it's not authentic, for the influencer or for the brand."

In the case of communities, he explains, the most important thing you can do is to ask people in the community what they want. Don't try to decide for them. Foster trust and wellbeing by engaging with them, even if it's just a random question that will take people away from their mundane jobs.

Check out the video for some great insights:

Make sure you don't miss any future episodes: Subscribe to the Marketing Smarts Live Show on YouTube. And to catch up on all previous episodes, check out the full playlist on YouTube.

Episode Details, Guest Information, and Referenced Links

Episode No. 46

Guest's social media profiles:

MarketingProfs resources referenced in the show:

"In B2B News" article referenced in the show:

"From the #mpb2b Community" links referenced in the show:


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Power Up Your B2B Marketing Efforts With Influencer Marketing and Private Communities | Marketing Smarts Live Show

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image of George B. Thomas

George B. Thomas is a marketer, video Jedi, and HubSpot certified trainer with 25+ years of sales and marketing experience. George is owner and HubSpot Helper at He has a record-breaking 38 HubSpot sales, marketing, service, CRM, and CMS certifications. George harnesses his expertise in graphic design, Web development, video editing, social media marketing, and inbound marketing to partner with, teach, and develop solutions for companies looking to develop their businesses and increase their revenue.

LinkedIn: George B. Thomas

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