How Qualcomm Grew a Thriving Influencer Marketing Program From Scratch

May 10, 2019

Jessica Jensen, Global Director of Marketing at Qualcomm, joins Social Pros to discuss how she leverages influencer marketing in the B2B world. 

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How Qualcomm Grew a Thriving Influencer Marketing Program from Scratch 

Influencer marketing is about more than finding a “celebrity” to post a selfie with your merchandise. If you want to leverage the power of influencer marketing to drive business, you need to carefully consider your approach. 

During her time as the Global Director of Marketing at Qualcomm, Jessica Jensen has learned to take a methodical, procedural and creative approach to influencer marketing. But, above all else, she remembers to be human.  

Whether you’re launching a new product or reaching out to an influencer you want to work with, you can’t be afraid to show your human side. Jessica reminds us that we’re in an era where the illusion of perfection is not okay. Your customers want to get to know the people ‘behind the mechanisms’ and this means you’ve got to work hard to build an authentic social presence.  

In This Episode: 

• 05:02 – How Jessica manages and deploys the digital marketing team at Qualcomm  
• 08:36 – The power of identifying and leveraging social influencers in B2B  
• 13:52 – The social strategy behind the Apple and Qualcomm legal battle  
• 17:56 – How customer service works in a B2B market  
• 19:54 – Why executives need to build their social presence on a more human level 
• 26:19 – Jessica reveals her biggest challenges in marketing, PR and social in B2B 
• 29:05 – An insight into how Qualcomm leverages video and live video on social  

Resources: 

• Get the new State of Marketing report for free from Salesforce here. 
  
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here. 
  
• Get your 14-day free trial with Pattern89 here. 
  
• Listen to The Social Currency Podcast Show with Jess Jensen and Tuck Ross here. 
  
• Check out the podcast, “Pivot with Kara Swisher and Scott Galloway” here. 
  
• Read “The Four: The Hidden DNA of Amazon, Apple, Facebook and Google” by Scott Galloway here. 

Visit SocialPros.com for more insights from your favorite social media marketers.