Driving lead generation through influencer marketing

Bant.io and Zopto aimed to expand their reach and generate new leads for their subscription-based services. The goal was to target audiences interested in marketing and lead-generation tools by leveraging influencers across platforms such as YouTube, LinkedIn, and TikTok. The challenge was to identify the right influencers, negotiate collaborations, and implement a system to measure performance effectively.

To achieve these objectives, I conducted a strategic search for influencers in the marketing space using keyword research, social listening tools, and in-platform hashtag searches. I built a comprehensive influencer database, handled outreach and negotiations, and designed a tracking system using UTM codes and referral codes to measure leads and conversions. Collaborations primarily focused on YouTube, which consistently drove high-quality traffic and conversions, outperforming platforms like Facebook and LinkedIn Ads. The campaigns featured influencers such as Pete Matheson (+200k subs), whose YouTube videos resonated strongly with the target audience. His partnership, alongside others, provided a steady flow of leads that continued to convert months after the initial campaign, highlighting the long-term value of YouTube influencer marketing.

The influencer marketing campaign achieved 300k total views across all collaborations, reflecting strong audience reach. However, our real focus was quality over quantity and vanity metrics. In the 3 months of the Zopto campaign, the collaborations generated over 250 leads, with approximately 15 purchases (6% conversion rate). Pete Matheson’s collaboration accounted for the majority of these results, driving 60% of leads and 70% of purchases, demonstrating his significant contribution to the campaign’s success.