Kristi is an executive leader that has focused on digital and social media marketing for over 15 years. She is currently an AVP within Nationwide’s Marketing Content and Delivery Team. Her current role oversees enterprise social media including B2B and B2C brand platforms, social listening and community management, employee advocacy, influencers and B2B social selling programs. Prior to Nationwide, she spent time at Disney Channel, Nestle, NBC Universal and Abercrombie and Fitch building, expanding and optimizing their social and digital strategies and capabilities.

Kristi Daraban’s Session(s):

1:00 p.m.–1:45 p.m. Pacific Time —

How to Leverage Influencers in B2B Marketing and Secure New Leads Within Weeks

According to the Content Marketing Institute, only 24% of B2B brands use influencer marketing. Translation: influencers are an untapped tactic with unlimited potential to reach business prospects.

Nationwide Insurance is known to innovate within the digital marketing space across its many business units. In this presentation, Kristi Daraban, associate vice president of social media at Nationwide, will share insights into how complex industries can execute successful influencer campaigns with Megumi Robinson, vice president of services for Belle Communication, Nationwide’s influencer agency partner.

Daraban and Robinson will share key takeaways that are applicable to both B2B and B2C brands by presenting a brand case study that tapped micro-influencers and resulted in leads.

Attendees of the presentation will learn how to:

Find niche content creators on best-fit platforms that directly relate to challenges your audience is facing.
Create compelling story arcs that make complex topics relatable and take your audience's mindset into consideration.
Repurpose published content in an integrated marketing plan to maximize ROI.
Look beyond vanity metrics and identify which engagements and KPIs are most important for measuring success.

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