What is ecosystem marketing?

Ecosystem marketing is a strategy where companies produce content and events alongside their partners to leverage shared audiences. It moves beyond traditional sales to create a network of influence around a brand.

How do you start a video strategy for a tech company?

Begin by identifying the core message and the specific audience you need to reach. Focus on providing value and solving problems rather than just showcasing product features.

Why is authenticity important on LinkedIn?

Authenticity builds trust and makes you more approachable to potential clients and partners. It helps humanize the business and separates you from the noise of automated and generic posts.

What does Audience-led do?

Audience-led is an ecosystem marketing agency that helps brands orchestrate their partner networks. They produce content and events that are often co-funded by partners to drive cost-efficient growth.

How can I get over the fear of posting online?

Start by sharing what you know and focus on being helpful to others. Recognize that everyone feels a bit of discomfort initially, and your perspective is valuable to those behind you.

Can video marketing be cost-efficient?

Yes, especially when using a strategy that focuses on high-impact areas and repurposing content. Partnership-driven video programs can also be co-funded to reduce costs.

What kind of companies does A2 Media work with?

A2 Media primarily works with medium to enterprise-level tech companies like Okta and Crossbeam. They help these firms develop video strategies and handle the entire post-production process.

What is the 'cringe factor' in social media?

The cringe factor is the personal embarrassment felt when looking back at early content. It is a healthy indicator that your skills and comfort level have evolved over time.

How do partners influence the buyer journey?

Partners provide third-party validation and reach buyers in spaces where the brand may not have a presence. Their influence is often what moves a prospect toward a final decision.

What is the benefit of co-funding content with partners?

Co-funding allows brands to create high-quality, high-budget content while splitting the financial risk. It also ensures that the content is promoted to multiple audiences, increasing overall ROI.

Humanizing Brands: Authentic Stories for Connecting & Partnering

Ademola AdelakunA2 Media — Founder

Will TaylorAudience-led — Co-founder & Chief Partner Officer

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In this episode, Sugata Sanyal Founder & CEO of ZINFI, hosts a compelling discussion with Ademola Adelakun, Founder of A2 Media, and Will Taylor, Co-founder & Chief Partner Officer at Audience-led. The trio delves into the importance of humanizing brands through authentic storytelling for effective partnering. Key insights include how entrepreneurs build a genuine online presence, the raw realities of business building, and the evolving communication strategies within complex partner ecosystems. They emphasize moving beyond transactional interactions to foster genuine connections. Listeners will gain valuable perspectives on leveraging personal narratives and emotional impact to build trust and drive engagement, ultimately enhancing partnering efforts in today's multi-generational and multi-channel business environment. Tune in to discover actionable strategies for forging deeper, more meaningful collaborations.

TL;DR

In this episode, Ademola Adelakun and Will Taylor discuss the transition from casual content creators to B2B marketing experts. They explore the importance of humanizing brands through video, the efficiency of ecosystem-led growth, and how leaders can overcome the fear of posting on social media to build lasting communities.

"The most effective way to market to an enterprise is to stop acting like a corporation and start acting like a trusted neighbor in the industry ecosystem."

— Ademola Adelakun and Will Taylor

What We Discussed

The Evolution of Personal Branding

Transitioning from a technical role to a public-facing one is a challenge many leaders face. Ademola Adelakun and Will Taylor reflect on their early days making videos on Snapchat, long before they were building marketing agencies. This experience allowed them to develop a humanized brand that resonated with a community in Waterloo. They found that being recognized for their authentic selves was a powerful precursor to their later business success.

•Starting early helps in finding a unique voice without the pressure of corporate KPIs.
•Community building is about living your life and sharing it with others.
•An audience of 10,000 can feel like the entire world when you are starting out.
•People appreciate seeing the personal aspect of the individuals they follow.
•The skills learned in casual content creation are highly transferable to the B2B world.
•Authenticity is the most effective way to build a lasting reputation online.
•Consistency is key to moving from a stranger to a trusted advisor in your niche.

Strategic Video Production for Tech Companies

Marketing teams at large tech companies often have the desire to incorporate video but lack the strategic framework. A2 Media helps these companies by designing a video strategy that defines what should be made and then handles the production. This approach allows brands to maintain a high standard of post-production quality while focusing their internal energy on higher-level marketing goals. High-profile clients like Okta benefit from this outsourced expertise.

•Many marketing teams have no idea what to make when they start with video.
•Post-production is often the bottleneck for busy internal marketing departments.
•Strategic video content helps in humanizing large enterprise brands.
•Outsourcing to experts ensures a higher quality of visual storytelling.
•Video strategy should align with the overall business objectives and sales goals.
•Consistency in video production builds brand recognition over time.
•Working with agencies provides a fresher perspective on creative projects.

Orchestrating the Partner Ecosystem

Ecosystem marketing involves a shift from individual efforts to a networked approach. Will Taylor explains how Audience-led helps companies throw events and produce content with their partners. They expand the definition of a partner to include anyone who influences the buyer, creating an engine for growth that is often cost-efficient. By co-funding programs, companies can achieve a much larger reach than they could on their own.

•The ecosystem influences buyers in more ways than just signed contracts.
•Co-creation of content allows for leveraging shared trust among audiences.
•Ecosystem programs can be zero cost if partners co-fund the initiatives.
•A business engine focused on the ecosystem provides robust market insights.
•Partnering is a skill that requires deliberate orchestration and management.
•The ideology of ecosystem marketing applies to companies at all stages.
•Joint events and content create a multi-touch influence on potential buyers.

Overcoming the Fear of Being Seen

The host discusses the difficulty of starting to post on LinkedIn, especially for those with an engineering background. The guests agree that the fear of cringing at your own content is a universal experience but can be overcome by focusing on education. They emphasize that showing up as a person, rather than a logo, is what builds the most authentic connections. The key is to stop trying to be perfect and start trying to be helpful.

•Engineering and technical roles often make public sharing feel unnatural.
•The 'cringe' is a necessary phase of professional and personal growth.
•Focusing on education rather than fear-mongering builds more credibility.
•Dialogue and engagement on social platforms lead to real business opportunities.
•LinkedIn should be treated as a space for personal perspective and insight.
•The abstract nature of the online space can be bridged through human storytelling.
•Overcoming the barrier to entry requires committing to consistency over perfection.

Frequently Asked Questions

Key Takeaways

TopicInsight

Brand ConnectionConnect with people as a human, not a company.

Video StrategyDevelop a strong strategy before producing video content.

Ecosystem MarketingCo-fund marketing efforts with partners to save costs.

Content CreationEmbrace feeling 'cringe' as part of professional growth.

Partner AttractionUse authenticity to attract the right business partners.

Relationship BuildingNurture personal connections for future business opportunities.

LinkedIn UsageUse LinkedIn for education and dialogue, not just broadcasting.

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