Your Guide to B2B Influencer Marketing | Kris Rudeegraap from Sendoso

Sendoso's Approach to B2B Influencer Marketing

• 💡 Sendoso's core business involves using gifts and direct mail to help companies build revenue, drive leads, and accelerate pipeline by breaking through noise.
• 🎯 Their influencer marketing strategy focuses on engaging external thought leaders to publicly and privately discuss Sendoso, driving awareness and lead generation.

Five Pillars of Community Building

• 🔑 Super Senders are power users (around 750) who advocate for Sendoso in their social circles and online communities without direct monetary compensation.
• 🚀 Send Influencers (about 50 individuals) are revenue thought leaders with whom Sendoso builds direct relationships, offering monetary incentives for posts and lead generation.
• 🧠 The Personal Advisors group consists of several hundred Go-To-Market leaders, CMOs, and CROs who provide expertise, advice, and referrals, receiving insider company updates and equity.
• 🌱 The Alumni Network keeps former employees engaged with company updates, fostering continued belief and advocacy for Sendoso.
• 🛠️ Sendoso also engages transactional B2B influencers through platforms like High-Five, paying them for specific promotional activities.

Key Learnings and Best Practices

• ✅ A significant mistake is the lack of action or importance placed on building compounding communities; starting early is crucial.
• 💬 Advisors should be treated as strategic partners for their expertise and suggestions, rather than solely for introductions.
• ⚡ Don't overcomplicate community tools; a simple Slack group proved effective for their super sender community.
• 🤝 Sharing **vulnerabilities and