Ep 104: Internal B2B Influencers: Internal Experts, Authentic Content, and Advanced Demand Generation Strategies | Expert Guest: Frank Husmann

Episode 104

Do you leverage internal experts as influencers?

In episode 104 of The Tiny Marketing Podcast, Sarah talks with Frank Hussman, founder of Maxiality, about how B2B companies can transform their employees into powerful subject matter experts. They discuss common fears around employees building personal brands and potentially leaving the company, and why allowing them to shine as thought leaders benefits the business. Together, they dive into actionable strategies for creating internal influencers and overcoming the challenges of content creation.

Key Takeaways:

1. The Myth of Employee Personal Branding:
   Many B2B companies fear that if their employees build strong personal brands, they’ll leave or get recruited by competitors. Sarah and Frank emphasize that the real risk is not allowing employees to grow as thought leaders, which limits company visibility and trust.

2. Building Internal Subject Matter Experts:

   • Start with founders—they have the most insight into the product and the customer pain points.

   • Client-facing employees (like salespeople or consultants) are ideal because they engage directly with customers and understand their challenges.

   • Encourage employees who are comfortable with content creation to share their knowledge. If they aren’t comfortable on video, gather stories and insights for written content instead.

3. Content Creation Challenges:

   • Frank discusses the importance of coaching employees through content creation, starting with video. Rehearsal and feedback help improve their confidence and delivery.

   • Companies should embrace a more conversational and human approach to content, showing authenticity—even incorporating bloopers to make it more relatable.

4. Promoting Your Internal Experts:

   • Start by sharing content organically on platforms like LinkedIn. See what resonates with the audience, then amplify successful posts through LinkedIn ads targeting specific accounts.

   • Measure success using metrics like pipeline velocity to understand how content is driving leads and shortening sales cycles.

5. Collaborative Content Creation:
   Don’t hesitate to bring in external subject matter experts or collaborate with influencers in your industry to expand your reach. In B2B, these partnerships can be a powerful way to boost visibility and credibility.

Resources Mentioned:

• Mouseflow - Sign up for a 14-day extended trial to analyze user behavior on your website and improve conversions.

• Maxiality - Free training on how to become an industry authority.

• Connect with Frank Hussman on LinkedIn.

Expert Guest: Frank Husmann

Website
Watch the Training >> How to Become an Industry Authority

Social Media Links:
https://www.linkedin.com/in/zinspiratie/
https://www.youtube.com/@maxialitytv
https://twitter.com/upthevortex

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