[Demand Gen] Dilara Cossette - How to Leverage Social Selling Through Brand Ambassadorship

[EP 149]

The human element is something that’s often overlooked in B2B demand generation. It’s important to remember that even in B2B, people buy from people. Therefore, personal branding and brand ambassadorship are key components that can help build trust and engagement.

That’s why we’re talking to the “B2B Demand Gen Queen” Dilara Cossette (Founder & Head of Demand Generation, Focus Image Pro) about how marketers can leverage social selling through brand ambassadorship. During our conversation, Dilara explained the importance of personalization and being intentional in content creation. She elaborated on which pitfalls to avoid and how to get buy-in for social selling. Dilara also shared strategies on how to work with subject matter experts (SMEs) and obtain testimonials.

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Topics discussed in this episode:
[1:18] Why the human element is often overlooked in demand generation
[2:45] The differences between a personal brand and brand ambassadorship
[6:28] How to get buy-in from customers to give testimonials
[8:15] Pitfalls to avoid with social selling through brand ambassadorship
[13:35] The importance of having the right strategy and conducting the right research for social selling through brand ambassadorship
[16:54] How demand gen through brand ambassadorship, social selling, and thought leadership content helps companies
[19:41] Tips for dealing with internal pushback for social selling
[22:15] How to work with subject matter experts (SMEs) to develop content for social selling
[23:21] The process of leveraging social selling through brand ambassadorship, and the key components required for this approach
[26:25] The content format that performs better for social selling and demand gen
[27:31] An example of how social selling through brand ambassadorship helped a company to generate positive results

Companies & links mentioned:
• Dilara Cossette on LinkedIn   / dilaracossette  
• Focus Image Pro https://focusimagepro.com/