The Future of Marketing Is Influencer Marketing: Francine Hardaway — EP010

A Talk with Geek to Human Translator, Friend and Entrepreneur
Francine Hardaway

Today we are joined by Francine Hardaway, friend and advisor to the IMC. We cover a lot of ground on the current state of marketing, new vs. old marketing methods, the important roles of influencer marketing, and her personal experience as an early adopter of most leading marketing trends. Francine does an amazing job of getting products to market and helping startups, and we appreciate her sharing her expertise and advice!

Key Takeaways:

[2:23] The state of marketing has totally changed, and social media is one of the only things that work in the new structure. However, it is very hard to measure value and metrics with social media.

[5:38] The “holy grail” is now attribution, knowing what methods of marketing touched that person before the sale was completed.

[7:37] Traditional marketing such as banner ads, Google ads and webinars try to control the conversation and messaging, but now it has changed to be just a conversation between influencer and consumer.

[13:57] Campaigns are a one way street; marketers need to focus on a trust network, relationships and engagement instead.

[17:36] Marketing strategies should build upon the relationship and influence that sales has already established.

[20:50] Francine is an early adopter of most tech items, and is an influencer herself by trying the items and then blogging her thoughts on them.

[21:50] Francine talks about tech marketing strategies often overlooked, the fight of changing and growing that is a human characteristic, and what the quick pace of change means for selling new technology.

[30:04] Product evangelism is replacing the outdated world of public relations.

[34:18] Great and caring customer service, rather than a script employees go off of, can make a significant difference of customer loyalty.

[37:06] Any employee can be an influencer in the company. They just have to be willing to reach out to customers with the right message.

[37:26] Francine talks about the IMC and how it is congruent with the new marketing shift in relationship and network building.

About our guest, Francine Hardaway

Francine is a marketing strategist who leads Stealthmode Partners, where she focuses on helping startups grow. Prior to Stealthmode, Francine held several executive marketing roles at Intel, where she worked on digital imaging, in-car computing, USB, and home networking. As an entrepreneur, Francine built the largest marketing and public relations firm in Phoenix, Arizona before leaving it to join Intel.

Mentioned In This Episode:

John’s Twitter: @jtroyer

Kathleen’s Twitter: @dailykat

To Join the IMC or for more information: info@influencemarketingcouncil.com

Francine’s email: francine@stealthmode.com

Twitter: @hardaway

Stealthmode Partners


The Influence Marketing Podcast, a podcast brought to you by the Influence Marketing Council, an industry council for B2B brands who innovate in influencer, advocacy, and community marketing. Your hosts, John Mark Troyer and Kathleen Nelson Troyer, are co-founders of the IMC. The Influence Marketing Podcast is part of the research program of the IMC. For more information, go to influencemarketingcouncil.com.

Influence Marketing Council Blog

News from the Influence Marketing Council, a community for B2B tech marketers http://influencemarketingcouncil.com

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The Influence Marketing Council

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The Influence Marketing Council is a private community for B2B tech brands for influence, community and advocate marketing.

Influence Marketing Council Blog

News from the Influence Marketing Council, a community for B2B tech marketers http://influencemarketingcouncil.com

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