Winfluence – Reframing Influencer Marketing to Ignite Your Brand is set to hit shelves February 23. In the coming episodes here, I’ll interview some of the experts and practitioners that are highlighted in the book.

Today’s sneak peek guest is Lisa Joy Rosner, the senior vice-president for brand and digital at Oracle. She was the chief marketing officer at NetBase in 2009 when I was building Social Media Explorer, my old blog, and writing a lot about social technology. She reached out to me as an influencer in that segment despite the fact I was some random PR guy in Kentucky—not a big shot in Silicon Valley. 

The story of why she chose me and what happened after I wrote about NetBase is a great lesson I share in the book. We start off the episode talking about it as well. But we then dive into Lisa Joy’s deep experience in leading marketing teams for large, enterprise, B2B software companies. I ask her if influencers are imperative in the B2B space and how she has used them over the years. We then spent some time exploring the new challenge she faces at Oracle.

Lisa Joy has spent 30 years as a marketing leader in Silicon Valley and was leveraging influencer marketing before there were websites. She gave me examples of how she has used influencers over the years to both change perceptions of the company she was working for, or to educate her target audiences to open more opportunities for future sales.

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