Ivanti’s Influencer-led Campaign: A Case Study in Building Trust and Driving Impact
Dec 04, 2024Written by Milica Vidojkovic
In a recent LinkedIn Live session organized by Onalytica, Jamie Laliberte Whalen from Ivanti and Sabine VanderLinden shared insights into Ivanti’s unique influencer marketing journey—a comprehensive strategy that evolved over a three-year relationship focused on building credibility, driving engagement, and fostering authentic partnerships.
Brilliantly hosted by Ashley Zeckman, the co-CEO of Onalytica, the discussion outlined what sets Ivanti's program apart and provided actionable insights for brands aiming to drive authentic engagement.
Here’s an in-depth look at how Ivanti has effectively integrated influencer marketing to enhance brand awareness, attract C-suite decision-makers, and position itself as a trusted authority in the tech industry.
Setting the Foundation: Ivanti’s Approach to Thought Leadership
Ivanti’s influencer marketing strategy was built with a long-term view, centering on thought leadership rather than short-lived promotions. Jamie described how Ivanti’s focus on thought leadership has been critical, transforming its influencer program into a strategic platform for connecting with industry decision-makers and showcasing Ivanti’s expertise.
“This isn’t about quick wins. It’s about building a reputation that lasts,” Jamie noted.
The strategy has been successful largely because of Ivanti’s deliberate choice to work with both internal and external experts. By blending insights from Ivanti’s executive team with those of industry influencers like Sabine, Ivanti positioned itself as an authority on critical topics such as remote work, digital transformation, and cybersecurity. Over three years, this collaborative approach built trust with the audience, setting Ivanti apart in the competitive landscape.
A Measurable Impact: Tracking Success Through Data
To evaluate the impact of their influencer campaigns, Ivanti employed UTM codes and regularly monitored engagement rates, reach, and other KPIs. This data-driven approach allowed the team to make real-time adjustments, maximizing each campaign’s effectiveness.
“We used data not just to track what worked but to refine our approach constantly,” Jamie explained.
By focusing on measurable impact, Ivanti demonstrated clear ROI for each campaign, something essential for gaining buy-in from upper management.
Sabine underscored the value of data in refining the program’s strategies:
“Each year, we reassessed our approach based on what the data tell us. This adaptability kept the program relevant and responsive to industry shifts.”
The numbers not only supported the program’s value but also provided insights that led to meaningful adjustments, like focusing on longer-term influencer partnerships and integrating executives into content.
Building a Brand Through Authentic Partnerships
A key part of Ivanti’s campaign strategy was the emphasis on authentic partnerships. Sabine’s collaboration with Ivanti exemplifies this, as she brought her insights on digital transformation and future-of-work trends directly combined with Ivanti’s research to impact the most relevant audiences in seamless alignment with Ivanti’s brand message. This authenticity proved essential in engaging the audience.
“What made this partnership so effective was the alignment between our values and Ivanti’s goals,” Sabine said. “The flexibility Jamie and the team offered allowed me to stay true to my own voice while supporting their strategic priorities.”
This collaborative approach built a natural and credible voice around Ivanti's brand, which resonated with C-suite decision-makers. Sabine didn’t just amplify Ivanti’s voice. She provided unique perspectives that positioned Ivanti as a company committed to leading industry dialogue on emerging tech trends. Her expertise added depth, showing the audience that Ivanti's engagement with digital transformation is more than superficial.
Why This Collaboration Works
The success of Ivanti’s influencer strategy can be traced back to several key factors:
- Transparent Communication: Open and consistent communication was foundational. Jamie emphasized that clarity around KPIs, regular check-ins, and a shared understanding of the program’s goals helped build trust with everyone involved.
“Transparency allowed us to stay aligned and ensure that we were all moving in the same direction,” Jamie explained.
- Long-Term Relationship Building: Unlike typical short-term influencer campaigns, Ivanti prioritized long-term partnerships. By working with influencers over extended periods, Ivanti built genuine relationships that fostered deeper engagement and a more authentic connection with the audience.
Sabine described this long-term approach as a core strength: “Working together over several years allowed us to create content that felt natural and genuine. The audience could see that this was a meaningful partnership, not a one-time promotion.”
- Data-Driven Adjustments: Ivanti’s dedication to data made it possible to pivot and refine strategies in real-time. This adaptability ensured that each campaign resonated with the target audience and maintained relevance in a fast-changing industry. By tracking KPIs like share of voice and engagement rate, Ivanti was able to demonstrate clear results, validating the program’s impact on stakeholders.
Vital Components of Ivanti’s Strategy
The session outlined several aspects of Ivanti's influencer marketing strategy, highlighting the elements that set it apart from traditional approaches.
1. A Focus on Thought Leadership
One of Ivanti's primary goals was to position itself as an authority in the technology industry, particularly on topics around remote work, cybersecurity, and digital transformation. By integrating executives and thought leaders into their influencer strategy, Ivanti could bring expert voices directly to the audience. This approach resonated well with C-suite decision-makers who sought credible sources for industry insights.
“Our audience values knowledge over promotions, so we focused on delivering real expertise,” Jamie explained.
2. Executive Involvement and Brand Alignment
Ivanti's leadership team played an active role in the influencer strategy, participating directly in campaigns. This involvement wasn't just for visibility; it positioned Ivanti’s leaders as active participants in the conversation. Sabine worked closely with Ivanti to ensure content was aligned with both Ivanti's brand and her own message, creating a cohesive narrative that felt credible.
“Bringing in the executive team helped build credibility internally and externally,” Sabine noted. “It showed our audience that Ivanti wasn't just supporting innovation from the sidelines, they were fully engaged.”
3. Tailored Content for Audience Needs
Jamie highlighted the importance of understanding audience preferences, which informed every piece of content created for the program. Rather than pushing direct sales, Ivanti's content aimed to educate and connect. Sabine adopted an approach centered around relationship-building on platforms like LinkedIn, where she fostered connections with the target audience over time.
The emphasis was always on sharing knowledge and fostering dialogue rather than selling a product. “The goal was to build awareness and trust,” Jamie stated. “Our focus on providing value through relevant content allowed us to connect more authentically with our audience.”
4. Collaboration with Influencers for Long-Term Impact
The team found that working with multiple influencers and encouraging cross-influencer collaboration added depth to their campaigns. By fostering relationships between influencers, Ivanti created thematic projects that expanded its reach. This approach to influencer marketing goes beyond the transactional, with a focus on deeper engagement and broader impact.
As Sabine noted, “Connecting influencers with each other allowed us to build cohesive campaigns where each voice complemented the others. It’s a unique approach that resonated well with our audience and also can lead to the Network Effect.”
Lessons for Successful Influencer Marketing
Ivanti’s influencer strategy provides a framework for other companies looking to develop impactful influencer programs. The following key takeaways emerged from the conversation:
- Prioritize Long-Term Partnerships: Building sustained relationships with influencers leads to more authentic engagement and stronger connections with the audience.
- Embed Thought Leadership in Content: Positioning executives and experts as thought leaders elevates brand credibility and appeals to decision-makers seeking reliable insights.
- Leverage Data for Ongoing Refinement: Monitoring metrics allows companies to adjust strategies in real-time, ensuring that content remains relevant and impactful.
Moving Forward: A Strategic Path for Growth
As Ivanti continues to refine its influencer program, Jamie and Sabine emphasize the importance of staying adaptable. With goals of increasing share of voice, growing engagement, and building a stronger brand presence, the program will continue to evolve based on performance data and changing industry dynamics.
“We’re always learning and adapting,” Jamie concluded. “This is a program built for growth, and by staying flexible, we can keep delivering meaningful results.”
Ivanti’s influencer marketing journey exemplifies how a well-planned, relationship-driven strategy can build a credible and impactful brand presence. By aligning with the right partners, focusing on thought leadership, and making data-backed adjustments, Ivanti has created a program that not only meets immediate objectives but sets the stage for long-term success.
One of the most recent projects Ivanti and Sabine worked on is Everywhere Work 2024. You can have a quick look at the report here.
Make sure to view the entire webinar hosted by Onalytica here.