Why Most B2B Influencer Reports Don't Survive a CFO Meeting (with Will Beech and Chris Peters from Moon at Dawn) | Ep. 15

Why don't we actually start with who your clients are, who your customers are.

Who do you target, right? Moon at Dawn is three months old, but I'm sure, you know, many months before that in the making.

You guys brought it to market.

It seems to have a lot of traction right now, and there's excitement around it, which I'm thrilled for.

Why don't we just start with, like, who do you typically target? Because there's many different vendors out there, many different service providers, technology platforms.

Everyone has a different angle on this.

Personally, I love seeing your business succeed.

I think all boats rise with the tide, and I'm-

Yeah

... thrilled to be kind of partnering with you on the collaboration around content, and I'm sure there's many other ways we could partner.

But I want the audience to know who's listening to this, heads of marketing, midcap companies, enterprise clients.

Who are the target customers for you all?

Yeah.

I, I'll take this one.

So our initial route to market was, lent itself to my background.

So I've spent past 15 years in agency land, predominantly big enterprise agencies.

So we knew there was a bit of a gap with how influencer marketing was being represented for those enterprise brands.

So, uh, and we, we call it influencer marketing for a reason.

We don't call ourselves a content creator agency because we see the word influencer is an umbrella term for, you know, content creators and influencers as a whole, and we like to, to bucket in subject matter experts as, as part of that group, and we, we feel like that audience resonates really well with enterprise brands.

So when we went to market, we were looking at a, a broad canvas, and we started to look at the different personas and how we would position Moon at Dawn.

So out of the gate, we engaged a lot of enterprise brands, and we, we talked to the role of, you know, influence that sit beyond maybe an ingrained view that influencer marketing was, you know, a content creator.

So there's a lot of education around what is influence, and I'd like to think we've come on a long way as an agency in terms of how we articulate that.

But we've... whilst we've had those ongoing conversations, and we've got a few that's gonna drop very, very soon, which is really, really exciting, we've been engaged in a few other personas, one of which, what we call internally the mature brand, and what we call the mature brand is the likes of, uh, maybe a Riverside, maybe a Gamma, and what we mean by that is that they have a program up and running.

They may be scaling quite aggressively, and how can we work with a client of that nature that's looking to maybe elevate the thinking behind how you can work with people of influence, and what we mean by that is how can we roll in more, more data.

So we move beyond just let's go and target, you know, our top tier one content creators who have a big following.