When the term influencer marketing is mentioned we immediately associate it with a B2C strategy and of people promoting products on Instagram and TikTok. Although influencer marketing has been around for over 15 years it is only recently that B2B industries, like financial services, have started to adopt it.

In today’s episode Twink is joined by Tim Williams, CEO of Onalytica and Theodora Lau, Founder of Unconventional Ventures, to discuss how marketers within asset management can add influencer marketing to their campaign toolkit.

Themes covered in this podcast:

  • The essentials of influencer marketing – what it is, how to start and the process
  • Making the case internally – best practice engaging stakeholders on influencer campaigns
  • Influencers and remuneration options
  • Example campaigns in financial services
  • Making the greatest impact with your campaign

Introducing the participants:

Theodora (Theo) Lau is an author, public speaker and advisor, whose work seeks to spark innovation to improve consumer financial security. The founder of Unconventional Ventures, she focuses on developing and growing an ecosystem of corporates, entrepreneurs, and VCs to better address the unmet needs of consumers. A co-host of One Vision, a podcast on fintech and innovation, Theo is also a regular contributor for top industry events and publications, including Journal of Digital Banking, Harvard Business Review, Irish Tech News and Nikkei Asian Review.

Tim Williams has over 15 years of experience connecting brands with their key Influencers across political, traditional media and social media channels. He joined Onalytica in 2012, becoming CEO in 2014. During this time Tim has personally led the Influencer program strategy and implementation for brands such as Microsoft, Barclays, IBM, Thomson Reuters, The Gates Foundation and RSPB helping incorporate social Influencer relations into their marketing & communications strategy.