152 - Shifting From the How Economy to the Who Economy with Chris Walker

Jared, Isaac, and Chris Walker discuss the shift from the how economy to the who economy, where buyers are more interested in finding trusted individuals to help them rather than searching for the best solutions. They highlight the importance of becoming a trusted voice in the industry and how it can drive business growth. They also discuss the lag between B2C and B2B in adopting marketing strategies and the potential pitfalls of influencer marketing. The conversation touches on the broken metrics and go-to-market strategies in the industry and the limitations of traditional marketing attribution. They emphasize the need to make it easy for others to help and the value of marketing to non-marketers. The conversation explores the shift from SEO tactics to a more journalistic approach in content marketing. It emphasizes the importance of trust in people over search engines and highlights the use of content to build trust and interest. The discussion also emphasizes the need to make people look good and explores the use of new content mediums.


Takeaways

The shift from the how economy to the who economy is driving buyers to seek trusted individuals who can help them navigate the overwhelming amount of information available.Becoming a trusted voice in the industry can drive business growth and establish credibility with potential customers.There is a lag between B2C and B2B in adopting marketing strategies, and B2B companies can learn from the trends and tactics used in the B2C space.Influencer marketing can be effective when done well, but it requires a long-term partnership and a focus on key opinion leaders and evangelists rather than one-off campaigns.Traditional marketing metrics and attribution models may not accurately measure the impact of marketing efforts, and a shift in mindset is needed to better understand the most impactful touchpoints.Making it easy for others to help and collaborating with industry experts can lead to successful marketing partnerships and amplify your message. Content marketers should adopt a more journalistic approach, focusing on interviewing knowledgeable individuals and amplifying their voices.Trust in people is more important than relying solely on search engines for information.Content should be used to build trust and interest in potential customers before engaging with sales.Making people look good and treating them well can lead to increased engagement and willingness to help.

Chapters
00:00 Introduction and Setting the Stage
01:25 The Shift from the How Economy to the Who Economy
03:20 Becoming a Trusted Voice in the Industry
06:08 The Lag Between B2C and B2B
09:59 The Nuance of Influencer Marketing and Evangelism
12:27 The Evolution of Influencer Marketing
13:45 The Flash in the Pan Phenomenon
15:25 The Importance of Word-of-Mouth and Referrals
18:39 The Broken Metrics and Go-to-Market Strategies
22:43 The Limitations of Traditional Marketing Attribution
25:37 Measuring the Impact of Marketing Efforts in the Middle of the Funnel
28:06 Making it Easy for Others to Help
30:31 Marketing to Marketers vs. Non-Marketers
39:02 Shifting from SEO Tactics to Journalism
41:09 Trust in People over Search Engines
42:03 Using Content to Build Trust and Interest
43:21 Making People Look Good
44:14 Exploring New Content Mediums