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Michael has worked with Fortune 500 brands and helps his clients connect with their target audience. ‘Right story, at the right time, in the right channel and with the right media’ is what Michael believes in.
‘Smart Business, Social Business’, ‘Your Brand: The Next Media Company’ and ‘Participation Marketing’ are some books authored by Michael. Michael also has bylines in several publications like Entrepreneur, Forbes, Adweek, MarketingLand, Information Week, and NASDAQ.
In this interview, Michael Brito explains the excellent qualities that a B2B marketer must possess, current trends, application of psychology in the B2B arena, and content management.
You have been called an ‘Epitome of Do-leader’.
B2B influencer marketing is not as easy as consumer marketing. It’s very complex. In many cases, a successful influencer marketing program may just require identifying the right influencers and researching their behavior- what they are talking about, what they are reading, what channels they are using. Activating is a natural next step but not always required.
Don’t get this demented with social listening. In “traditional” social listening, you would typically create a very complex Boolean query, select the content sources (blogs, news, social), and then mine the data. With audience listening, you’d build an audience first (CIOs or developers as examples) and then mine their conversations to understand what they are talking about, what they are reading, what channels they are using.
The concept of the brand as a media company is cliché. Everyone has been talking about it for years. Most B2B companies are not doing it, and in fact, it’s not as easy to implement and can get expensive too.
Real-time content marketing requires a specialized workforce and processes like:
You have worked with Fortune 500 brands.
Results. From a marketing perspective, results are number one. This is non-debatable.
You say that you had a lot of fun building your own small business in the initial days. You also mention that ‘when you have a passion for something, it doesn’t feel like a grind going to work every day.’
Passion. If you aren’t passionate about what you do, you will burn out really fast. Passion can’t be taught or learned. You either have it or you don’t. It has to come from within. So, if you work in a startup that you aren’t passionate about, you are in the wrong startup.
Employee advocacy is critical for B2B for a few reasons. B2B decision-makers trust other people. When operationalizing an employee advocacy program, you have the ability to shepherd conversation between employees and external stakeholders – buyers, influencers, the media, etc.
Also, employees have communities that don’t overlap with a brand’s audience. This will result in branded content reaching new audiences.
In your book ‘Your Brand: The next media company’, you say content still remains the king.
Yes, but also cliché. Again, everyone talks about the content being king, but very few actually execute.
Startups must be aware of what they are talking about, what they are reading, and what channels they are using.
Psychology in B2B is about getting into the head of business decision-makers. If B2B brands can understand the psychology of their customers on how they make buying decisions, they can build content that addresses their psyche.
B2B marketers will surely benefit from the valuable insights given by Michael Brito. Ensure you strategize your processes according to the above guidelines and reap high benefits.
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