Move over David Brent, there’s a new boss in town, In conversation with Tom Boston

In this conversation with b2b influencer marketing agency Founder Guy O’Brien, Tom Boston shares insights into his journey as a Sales professional and comedy content creator. He discusses the importance of personal branding, the role of comedy in sales coaching, and how he engages with his audience on LinkedIn. Tom emphasizes the unique relationship between creators and their audience, particularly in the B2B space, and highlights the significance of direct messages in social selling. He reflects on the value of access and interaction in building trust and fostering meaningful connections. Throughout the conversation, Tom discusses the excitement of engaging with creators and the evolving landscape of influencer marketing on LinkedIn and for b2b brands. The role of humor in B2B content is explored, showcasing how it can resonate with audiences as well as drive business. Tom also shares insights on creative collaborations with brands, illustrating the importance of authenticity and engagement in marketing strategies.
Takeaways
Personal branding has evolved for Tom. He has grown from being an 'accidental influencer,' to now identifying as both a Sales professional and comedy content creator
LinkedIn allows for a more personal connection between creators and their audience.
The DMs are crucial for real conversations and social selling.
Engagement on LinkedIn is often more positive compared to other platforms.
Content serves as a conversation starter, leading to deeper interactions.
Creators can build trust and rapport with their audience through consistent engagement.
Lurkers on LinkedIn often become the most valuable connections.
Access to creators fosters a more open and engaging conversation. - Engagement with creators can evoke excitement and connection.
Influencer marketing is still in its early stages and evolving.
Cultural differences impact personal branding strategies.
Confidence in video content creation is crucial for success.
Humour can effectively resonate with B2B audiences.
Authenticity is key in brand collaborations.
The landscape of marketing spend is shifting towards influencers.
Creators should focus on building trust with their audience.
There are opportunities for introverts to create content.
Creative collaborations can lead to memorable marketing campaigns.
Chapters
00:00: Introduction to Tom Boston and His Journey
03:11: The Role of Comedy in Sales Coaching
05:51: Personal Branding and Content Creation
08:54: The Creator-Audience Relationship on LinkedIn
11:56: Engagement and Interaction with the Audience
15:09: The Impact of DMs in Social Selling
17:48: The Value of Access in B2B Marketing
23:59: The Excitement of Creator Engagement
26:50: The Future of Influencer Marketing
30:27: Cultural Differences in Personal Branding
36:12: The Role of Humour in B2B Content
40:00: Creative Collaborations with Brands