Why custom sponsorships are one of the highest ROI plays in SaaS
plus how to run Instagram influencer campaigns on a budget
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In this issue: how to work with Instagram influencers, overheard on LinkedIn, and more!
Want to run an Instagram Influencer Campaign?
Wondering how to collaborate with Instagram or TikTok influencers?
Recently I executed an influencer campaign for a client using Insta and TikTok influencers. It was easier than expected.
In this episode I break down all the steps I did that you can copy so that you don’t waste a lot of money or effort in doing one on your own.
🎙️📺 Catch the episode on Spotify, Apple,or other platform.
If you think…
Overheard on LinkedIn
😄 Hilairous b2b sales video from Rob Jones
🛠️ 5 tools that helped Aazar Ali Shad grow his clients 5x last year.
🤗 Tania Saez shares 5 favorite ABM campaigns.
✍️ A simple way to stock up on content by Delia Pitu.
Custom sponsorship/partner deals is one of the highest ROI plays in SaaS.
Building custom sponsorship/partner deals is one of the highest ROI plays in SaaS.
We paid $1,470 for a workshop sponsorship that drove $6,000 in sales. We paid $5,000 for a newsletter promotion series (4 total emails) that drove $22,000. We paid $9,000 for a bundle of videos and social promotions that drove $40,080. This is direct upfront SaaS sales, not LTV.
Scaling it can be a trick, but on a pure ROAS aspect, these custom deals are remarkable.
They don’t need a media kit (better if they don’t have one). They don’t need to be a brand that does sponsors. You find that great fit audience and partner and try to build a win-win.
Over the years I have done this with startup incubators, membership sites, course companies, other SaaS brands, media agencies, eCommerce companies and on and on.
Here is what I found that makes these win….
1) Haggle on the bundling, less on price. So usually it works like this. Our team reaches out to an influencer/partner asking if we can do a sponsorship with them. Maybe the ask is specific, if we know they run an event or a podcast or a big newsletter. Or maybe it’s broad if they have a lot of owned assets and audiences. I typically try and lead with some possible ideas. They come back and usually line up a call. We chat, and things inevitably get to cost. They want $X for Y promotions. From doing a lot of these, I have found it’s better in most cases to negotiate in more deliverables, then press down on price. Say the initial offer was $10k. Teams are typically more excited to execute $15k worth of value for $10k in cost, than they are to deliver the $10k is value for a reduced $7k in cost. So think about what else the partner could include that would drive business for you.
2) Focus on trackability: It can be a custom partner page, or a promo code, but finds ways to get clear visibility on the impact of the initiatives. Also ask that promotional activities are shared with you as they go out for full visibility. Where problems arise is promotions happen, but the teams don’t see any huge spikes the day stuff goes live and limited trackability leaves the team shrugging on if there was any impact.
👉 By the way, if you'd like to generate more high quality leads through influencer marketing and podcasts, the Innovators Can Laugh B2B Podcast Media Network helps you execute a smart influencer marketing campaigns without you lifting a finger. Get a free proposal sent to your inbox in 24 hours.
The End
The jet lag is real.
(now back in Bucharest having been in Houston for almost 3 weeks)
Have a great week!
Eric M.
PS Whenever you are ready, there are a couple of ways I can help you:
The Podcast Growth Playbook: this is the exact playbook I used to help Bonjoro and Optimonk scale to over $300,000 a year.
Have 17 B2B influencers promote your brand across LinkedIn, podcasts, and newsletters via the Innovators Can Laugh podcast media network.
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