# How Tech and AI Are Powering the Creator Economy

> A NachoTuesday interview — the C-Suite Insights series from NachoNacho, the B2B SaaS and AI
> marketplace. In conversation with Katina Kenyon, Mark Brigman, Brennah Letorney, Influencer Experts, Tree3, Partnernomics, Affable.ai.

- **Page:** https://nachonacho.com/nachotuesday/video/How-Tech-and-AI-Are-Powering-the-Creator-Economy
- **Guest:** Katina Kenyon, Mark Brigman, Brennah Letorney, Influencer Experts, Tree3, Partnernomics, Affable.ai
- **Guest on LinkedIn:** https://www.linkedin.com/events/7088169252326674433/comments/
- **Recorded:** 2023-09-20
- **Watch:** https://www.youtube.com/watch?v=kZOUS6cGKEU

## Summary

In this NachoTuesday Andy Karuza interviews Katina Kenyon, Mark Brigman, Brennah Letorney, CEO at Tree3, CEO at Partnernomics, and Community Manager at Affable.ai, respectively. In this interview, they covered the biggest tech trends, including AI, that are powering the creator economy. They also discussed in detail how to build a successful influencer partner program, B2B affiliate programs, and how to measure your success.

## Full transcript

Good morning, everyone. This is Andy Karuza with NachoNacho, the best place to buy SaaS. Today, we have a panel of influencer marketing specialists. Mark Brigman runs Partnernomics and is an expert in partner marketing. We also have Brenna, who works with Affable.ai, another great influencer marketing platform, and Katina, the CEO of Tree3. Without further ado, I’d love for you all to introduce your products. Let's start with Mark since he's to my right, and we'll go clockwise from there. Mark Brigman: Thanks, Andy. My name is Mark Brigman, founder of a company called Partnernomics. Essentially, we provide a partnership methodology. We've all heard about sales methodologies, project management methodologies, and software development methodologies. Partnernomics is a partnership methodology. At our core, we're a training and coaching company and also offer a software solution that supports our methodology. Brenna: I'm Brenna, the community manager at Affable.ai. We are an end-to-end influencer marketing platform that utilizes AI to help brands search for, manage, and measure their influencer marketing campaigns. Katina Kenyon: Good to meet you both. I am Katina Kenyon, the CEO of Tree3. We are an e-commerce platform that uses AI to offer a universal cart checkout for affiliates. Happy to be here. Andy Karuza: It's great to hear. I know a lot of influencers use an embeddable store. Is that correct? Katina Kenyon: Yes, we have a customizable storefront for content creators. Andy Karuza: Nice. Influencers always need ways to monetize beyond just creating content; they need a platform where people can buy the products they recommend. Mark, traditionally, influencer marketing has been B2C. Recently, we've seen an increase in affiliate marketing, especially in B2B influencer marketing. Where do you see the evolution of influencer marketing, particularly in B2B? Mark Brigman: It's really interesting to see this transformation. There's a massive proliferation of new technologies and solutions, including software and services, coming into the market. Historically, consumers did a lot of research themselves to find what they were interested in. We're now seeing the same trend on the B2B side. We have B2B marketplaces and professionals, like CMOs, who are more knowledgeable about their tech stack than the IT department. They're doing their own research, and statistics show that 75% of buying decisions are made without even talking to salespeople. The whole model has been flipped on its head, as noted by experts like Jay McBain, who talks about the numerous moments of the buyer's journey. With the proliferation of web-based technology and the influence of social media, individual buyers—whether consumers or businesses—can go much further down their buyer's journey on their own than they could five or ten years ago. This is particularly evident as consumers now rely heavily on the recommendations and outcomes shared by others. Whether through consumer reviews or business case studies, potential buyers are more empowered to make informed decisions without direct interaction with sales representatives. In my experience, a lot of software is discovered through word of mouth. I often look to see what other entrepreneurs or business leaders are using, and that's how I find out about new tools. I've recommended your platforms to others because they are now part of my virtual tool belt. For example, when someone needs a store to monetize their content, I suggest Tree3. Even though I'm not a traditional influencer, in my small circle, I recommend products to people. Many professionals on LinkedIn and other platforms do the same, influencing others and driving product awareness. Katina, you mentioned an interesting point: consumers often go significantly down the buyer's journey or consideration phase. In the past, we relied on ratings and reviews, but now, content creators have become an authentic rating and review system. As members of a community, we trust these creators because we've been following them and feel connected to their experiences. When considering a big purchase or software solution, we look to these creators for validation, essentially crowdsourcing ratings and reviews. This authentic voice, whether from content creators or platforms like NachoNacho, helps brands connect with targeted audiences, who have already made most of their buying decisions on their own. It's crucial for brands to engage with content creators and platforms to capture the final 30% of the buyer's journey, which is often the decision-making phase. In today's digital age, people, especially younger generations, often turn to platforms like TikTok for product reviews and tutorials rather than traditional search engines. Short-form content and the quick, accessible nature of social media cater to our short attention spans. People trust the opinions of those they follow online more than traditional marketing because they feel a personal connection with these influencers. For business owners who aren't yet convinced about influencer marketing, it's important to realize that today's consumers are skeptical of traditional advertisements. They trust recommendations from people they follow and relate to, who often share similar interests or work in similar fields. Influencer marketing is more effective because it feels genuine and relatable. Brenna, you highlighted the challenge businesses faced transitioning to platforms like TikTok, where traditional advertising didn't resonate with users. Business owners can leverage influencer marketing by creating briefs that align authentically with the influencer's content, allowing for a natural integration of products. Companies can start with free gifting or product seeding to test the waters, ensuring they find creators who genuinely align with their brand and have receptive audiences. Lastly, there's a democratization of the creator economy. Brands have learned from trial and error over the past two years, as Brenna mentioned. This trial period has helped refine strategies for engaging with influencers and their communities, making influencer marketing a more precise and effective tool for reaching targeted audiences. As more brands work with creators, they're realizing the importance of partnering with those who can genuinely engage and convert audiences. It's no longer about superficial metrics like clicks and likes. Brands now demand that creators authentically reference their products and motivate their audiences to make purchases or become loyal enthusiasts. The shift from brand awareness to conversion-based campaigns highlights this change. Creators who can't build a community or convert followers for a brand are seeing their rates drop. They often consider pivoting to other ventures like acting or modeling, knowing they can't provide the desired results for brands. A new model is emerging where brands offer a smaller upfront fee and a commission, acknowledging that not all creators can drive sales. Tools like Tree3 help influencers integrate products authentically, benefiting both parties. It's vital for brands to allow creators the freedom to present their products in their own unique way, which resonates more with audiences and leads to better conversions. Consumers prefer buying from relatable people rather than being bombarded with corporate messages. Storytelling is a powerful tool in marketing, allowing audiences to connect with a product's benefits through personal experiences. As younger demographics gain purchasing power, businesses must adapt to this new reality and understand the importance of authentic content. Influencer marketing offers a unique advantage in a world moving towards stricter privacy regulations and a cookie-less environment. Brands need to rely more on first-party data and targeted audiences, and content creators can bridge this gap. By leveraging creators' audiences, brands can reach specific demographics more effectively without invasive tracking methods. Micro-influencers are especially valuable because they often have more loyal and engaged followers. Their authenticity can drive significant results, even if their reach is smaller than that of macro-influencers. Brands can start with smaller investments in micro-influencers, using product seeding or affiliate programs to test the waters and refine their strategies based on campaign results. The use of micro-influencers can be more impactful than relying solely on celebrity endorsements. Micro-influencers tend to be more authentic and connected to their audience, which can lead to higher trust and better conversion rates. Brands should focus on finding creators who are genuinely interested in their products, as this enthusiasm translates into more convincing and engaging content. For brands looking to start influencer marketing campaigns, it's crucial to set clear goals and metrics for success. Partnering with platforms that provide data and insights into the performance of influencers can help brands make informed decisions. Educating micro-creators on their own data and performance metrics is also essential, allowing them to negotiate better deals and understand their value. The structure of deals between brands and influencers is evolving. Brands are increasingly offering smaller upfront fees and a commission-based model to incentivize sales. This structure benefits both parties, ensuring creators are rewarded for their efforts while brands minimize risk. Technology platforms enable easy tracking and monetization of these deals, making it simpler to manage and measure success. Building a successful influencer marketing strategy requires careful planning and execution. Brands should look for creators who are already organically posting about their products, as these individuals are likely to be genuine fans. Tools can help brands identify these creators and evaluate their potential impact. It's also important to allow creators creative freedom, as overly scripted or forced content can alienate audiences. Creating and sharing ideas can spread awareness and increase exposure for our brands. B2B companies can leverage influencer marketing by collaborating with partners, whether through creating blog content, hosting webinars, or other joint efforts. This cross-pollination of audiences can be beneficial, as a rising tide lifts all boats. At NachoNacho, we've embraced this ethos in our marketing, promoting all our businesses to grow together. This approach isn't limited to consumer products; B2B brands can also benefit from these strategies. The Creator economy has fostered a sense of community among content creators, who often work as solopreneurs. This environment is challenging, as many creators juggle a day job with their creative work. It's important to support brands by understanding the Creator economy and the tools available to them, which can be very powerful. Tools for managing influencer campaigns, identifying the best influencers, and tracking campaign results are now more advanced, making influencer marketing more effective. For influencers looking to attract brands and monetize their audience without alienating them, it's crucial to be authentic and align with brands that resonate with your values. Show your impact through engagement metrics and sales data in a media kit. Demonstrating past successes and presenting creative ideas for future collaborations can lead to lucrative brand deals. When pitching to brands like Sephora, for instance, it's essential to have already created content about them. Many brands look for influencers who have organically talked about them, showing genuine interest. Creating content with gifted products can also provide leverage when negotiating deals, even if working for free isn't ideal. It's about demonstrating value and authenticity. Having a well-prepared media kit is critical. It should clearly outline your metrics and rates, making it easier for brands to decide whether to work with you. A professional and polished presentation can significantly increase your chances of securing deals. In the influencer marketing space, we're seeing trends like conversion-based campaigns and creator-led brands. With AI becoming increasingly integrated into these processes, tools like Affable's Sky feature can streamline finding and managing influencers. AI can quickly filter through demographics, analyze content, and recommend similar influencers, saving brands time and effort. On the B2B side, data integration remains a challenge, but the potential for AI to analyze and optimize marketing strategies is significant. AI's effectiveness depends on high-quality data, and there's a need for better integration across different software solutions. Looking ahead, we anticipate more direct-to-consumer brands leveraging influencer partnerships, bypassing traditional retail channels. Content creators have more opportunities than ever to promote products they're passionate about directly to their audience, thanks to these technological advancements. Panelist Introductions and Final Thoughts: Mark Brigman: Partner Dominics offers courses on leveraging partnerships, including a free introductory course. Visit partnernomics.com to learn more. Brenna: Community Manager at Affable AI, an influencer marketing software platform. Affable AI helps brands search for, manage, and measure their influencer marketing campaigns. Connect on LinkedIn or visit affableai.com for more information, including demos and free trials. Katina: CEO of Tree3, an e-commerce platform for content creators. Tree3 provides storefronts for creators to promote products they're passionate about, with over 200 brands and a million SKUs. The platform helps creators quantify performance metrics and enhance their affiliate marketing efforts. Thank you to Andy and NachoNacho for bringing us together. For those interested in learning more about these great companies or connecting with them, NachoNacho is an excellent place to explore SaaS solutions.

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