B2B Influencer Marketing: An Addition to a Marketer’s Arsenal

Abhinav Anand | January 20, 2022 | 184 views

B2B Influencer Marketing

Understanding the Evolution of B2B Influencer Marketing

Over the years, the term “influencer” has evolved manifold. The understanding of who is an influencer is now deeper than ever. The idea of an individual having an “influence” on any specific set of audiences is what ideally comprises an influencer. When we say influence, it could mean many things, ranging from the way one dresses, eats, travels, etc. While it began initially as something that effectively catered to the B2C market, it has now also taken over the B2B market. "How?" you’d ask. The answer to this is very simple.

In the current fast-paced world, every corporate decision-maker is now savvier, demanding, and discerning. People now look up to personal reviews and ratings rather than any plastic marketing techniques. This is exactly where B2B influencer marketing helps. When an influencer advocates for a business, they build a level of trust among their followers for the brand. The business achieves a wider level of acceptance and trust through this method.

Understanding the type of influencer that would work for your marketing goal is also a core component. While huge follower numbers have always been a highlight, it isn’t necessarily the most effective factor that must be taken into consideration. Influencer marketing in B2B is comparatively trickier than in B2C. The credibility required in the B2B cycle is much larger.

Most often, B2B influencers are professionals familiar with the B2B buying cycle. They can be industry analysts, experts from industry bodies, or opinion leaders. It then depends upon your influencer marketing strategy on which kind of influencer you would like to associate with for your business.

B2B Influencers to Watch in 2022


Brand Advocates

Almost every company has people who are happy with the service that they have received and would share a positive note about the company. Positive word of mouth has always been an effective marketing method, and brand advocacy is exactly the same. This can even be one of your employees, as a matter of fact. The top management of a firm would always have a c-suite circle that appreciates suggestions and recommendations.

Industry Analysts

The most sought-after people for B2B influencer marketing are industry analysts. B2B marketers are most anxious when a new report from Gartner, IDC, or Forrester Research is released. Keeping this in mind, it is quite clear how influential they are, irrespective of any market sector.

Thought Leaders

Thought leaders are basically the prodigious content creators of a specific theme or topic, ideally someone who would write for a mainstream publication and drive a conversation while being a top executive in a leading industry. Someone whose words hold great value among others is an ideal prospect for your B2B influencer marketing campaign.

Enabling the Right B2B Influencer Marketing Strategy

Once you have an idea about the B2B influencer you are looking to associate with, then comes the aspect of strategizing. While the process is fairly straightforward, there are certain things that need to be established before initiating a B2B influencer marketing strategy.

The strategies that you would incorporate for your B2B influencers would ideally take a longer timeline. Because of the decision makers being involved and the larger purchases, it makes the process extensive. Furthermore, you’d also need to closely understand the kind of followers your B2B influencers have and what their average engagement is. Most importantly, you should also figure out what their audiences are more inclined towards and what kind of content would work. Once you have all these aspects in place, you’ll be one step closer to having an effective B2B influencer marketing campaign.

Understanding Buyer Persona and Evaluating Your B2B Influencer Strategy

After you have effectively evaluated the buyer persona, that is when you strategize the goals and KPIs for your B2B influencer marketing strategy. These KPIs would ideally span across the most common metrics like clicks, impressions, conversions, and sales. Associating with a B2B influencer whose goals match those of your business would effectively bring in much better results.

Partnering with an influencer allows you to highlight your brand’s own existing narrative in a new way, so that you can reinforce the proof points you really want your customers to know.”

Whitney Magnuson, Global Head of Social and Influencers at IBM Systems


Challenges and Opportunities with B2B Influencer Marketing

The most common challenge that one will come across while curating their B2B influencer marketing campaign is when they have to decide the scale of the influencer, whether they want to activate a nano-influencer, a micro-influencer, or a macro-influencer. Yet again, the most effective way to tackle this challenge is by looking back at what your end goals are.

In the year 2017, Microsoft’s ‘Make What’s Next Campaign’ partnered with National Geographic to launch an Instagram campaign on the occasion of Women’s Day. The core objective was to promote their event #MakeWhatsNext to encourage women to pursue careers in STEM disciplines.

The campaign was a resounding success, with the pictures garnering over 3.5 million likes on the very first day. This campaign helped Microsoft reach more than 90 million people.

Conclusion

B2B influencer marketing is growing exponentially. With the markets constantly evolving every day, it is important that we keep up with the needs of the hour. The pandemic has also played a large role in this aspect, where several marketing channels have become obsolete. With the demand for new and fresh marketing ideas constantly on the rise, B2B influencer marketing has effectively become a crucial armor in a marketer’s arsenal.

Frequently Asked Questions


How to find the ideal B2B Influencer for your business?

The best way to go about this is to tap into who your clients follow and understand the type of content that they consume. Once you have an idea of this, you can then easily decide the kind of influencer that would work best for your marketing strategy.

How can you benefit from using B2B influencer marketing campaigns?

The global pandemic has brought about drastic changes in the landscape of B2B marketing. Several companies are now experiencing reduced marketing budgets, a trend that is likely to continue. With this situation demanding a fresh perspective towards B2B marketing, B2B influencer marketing effectively captures all the required essence.

How does B2B influencer marketing work?

B2B influencer marketing provides content generation and distribution at a much lower price. This method is also proven to be more authentic, engaging and has a higher ROI than any other form of digital media.

Spotlight

Socialbakers

In addition to offering one of the largest databases of free social media statistics and insights in the world, we provide user-friendly social media solutions that allow brands to measure, compare, and optimize their social campaigns with competitive intelligence that is second to none.

OTHER ARTICLES
MARKETING DATA

Kentucky Teen Once Subject of Viral Video Warns Republicans of 'Outrage Mob'

Article | January 4, 2022

A Kentucky teen who became the subject of a viral video after an incident during a class field trip to Washington, D.C., warned viewers of the Republican National Convention Tuesday of an "outrage mob" that threatens to silence conservative viewpoints. After Nick Sandmann attended the March for Life anti-abortion rally with his former classmates from Covington Catholic High School in January 2019, a cellphone video of a close, face-to-face interaction between the students and a Native American demonstrator spread quickly online.

Read More
MARKETING DATA

How Community Coalitions Are Bridging the Digital Divide

Article | June 5, 2022

Across the country, local networks known as Education Innovation Clusters (EdClusters) are bringing together partners and resources to meet urgent needs and envision a new future for teaching and learning. Many of these efforts are rooted in long-standing partnerships across sectors and institutions. As COVID-19 disrupted the lives of students, educators, and families earlier this year, EdClusters sprang into action, leveraging their capacity and reach in ways their networks were uniquely ready to do. Their collective efforts are meeting a range of needs—from internet access to devices to social-emotional supports. As schools prepare for uncertain and complex reopenings, we turn to Kansas City and Rhode Island for powerful examples of community in action.

Read More
MARKETING DATA

How Educators Kept Students on Track During Remote Learning

Article | January 13, 2022

This spring, COVID-19 led administrators across the country to close school buildings and support students learning from home. We asked three educators about how they handled this disruption and found creative solutions to keep students motivated and engaged using the online literacy program, Reading Plus. We looked at what we had at our disposal that would help with reading, the overall environment, and engagement. In the past, we used Reading Plus as an intervention. We considered how we could utilize it with more students during distance learning.

Read More

THE USE OF ARTIFICIAL INTELLIGENCE IN SEO 2020

Article | February 10, 2020

We all are surrounded by Artificial Intelligence. From Siri to Alexa to Google Home, it’s influencing the age we live in and giving higher prospects to execute every task smartly. Most of us nowadays rely on voice search for help even in the simplest tasks. So, how Artificial Intelligence is competent in SEO? How can it manipulate Search Engine Rankings? Have you ever come across the use of Artificial Intelligence in SEO?

Read More

Spotlight

Socialbakers

In addition to offering one of the largest databases of free social media statistics and insights in the world, we provide user-friendly social media solutions that allow brands to measure, compare, and optimize their social campaigns with competitive intelligence that is second to none.

Related News

CHANNEL PARTNERSHIPS

Gigamon Announces Channel Award Winners at Sales Kick-off Event 2023

Gigamon | February 01, 2023

One of the leading deep observability companies, Gigamon, recently announced its Channel Award winners in the annual sales kick-off event in San Diego (California). Each partner played a very important role in the company's market growth and drove Gigamon as the industry-leading deep observability vendor, with a 68% market share in 2022's first half. The Gigamon Channel Awards highlights distributors who helped deliver industry-leading solutions to customers worldwide and emphasizes the outstanding success of the top-performing partners. The Sales Kick-off event's Channel Award winners include Trace3 as 2022 Americas Partner of the Year, Layer 8 Solutions titled as 2022 Americas Regional Partner of the year, ST Engineering as 2022 APAC Partner of the Year, Mannai Corporation wins 2022 EMEA Partner of the Year, Blackwood Associates, Inc. as Public Sector- 2022 Partner of the Year, World Wide Technology wins 2022 Global Partner of the year, Timothy Wong Kwai Hoong as 2022 Top Gigamon Community Partner and the last one was to Carahsoft Technology Corporation as 2022 Distributor of the Year. The Gigamon Partner Program has received five-star ratings four times in a row among the CRN's Partner Program and four in a row CRN Women of the Channel recognitions. In addition, the company has been awarded three consecutive years for the CRN Channel Chief list. It also won the 2020 Channel Partner Top 10 Up award and was named one of CRN's Power 100 - Topmost Powerful Women in the Channel in 2019. “Our channel-first strategy is a fundamental component of our business plan and we are fortunate to work alongside over 1,000 global partners that are focused on delivering industry leading solutions backed by unparalleled support. We are proud to recognize the impact that each of our top partners is having on their customers’ cloud transformation journeys,” said Doug Woodley, Senior Vice President of Worldwide Sales at Gigamon. (Source: Business Wire) About Gigamon Founded in 2004, Gigamon enables organizations to function fast, stay innovative and secure. The company delivers unified network visibility and analytics on all the data in transit. It helps in aggregation, transformation and analysis of network traffic to meet the customers' critical performance rapid threat detection and response needs in physical, virtual and cloud infrastructure. Gigamon has over 4,000 customers worldwide, including over 80% of the Fortune 100, 9 of the ten biggest mobile network providers, and hundreds of governments and schools.

Read More

CONTENT MARKETING, MARKETING DATA

Redis Introduces Upgraded Global Partner Program

Redis | January 27, 2023

One of the leading real-time data platforms, Redis, recently announced global partner program enhancements for customers to enable a growing ecosystem of distributors and consultancies to build, deploy, and run real-time applications with Redis Enterprise. The evolution and expansion of the Redis Partner Program is a key part of the company's strategy to give companies all the tools and support they need to do well in any customer technology environment and improve their bottom line. Redis Enterprise's deployment options range from on-premises to fully managed AWS, Google Cloud, and Microsoft Azure services. These options are based on the ease of use and sub-millisecond performance of the most popular NoSQL database. Further, it enables companies to architect applications' real-time data processing requirements with a cloud-native approach irrespective of where they are in their transformation journey. The upgraded Redis channel partner program now has new financial compensation programs, technical support and marketing resources, and the customer projects and services will have greater access. Ultimately, the program will make it easier for Redis partners and customers to work together, creating a strong community of application developers. Key new features of the program include an improved tiering system to simplify the path to revenue for Redis partners, optimized partner enablement for community and enterprises, and expanded partner benefits to help drive awareness among Redis, its partners, and their joint markets at marque events around the globe. Vice President of Global Partnerships at Redis, Ash Vijay, said, "As companies transform their applications with cloud, hybrid, and microservices-driven architectures, they need real-time data services. Redis Enterprise uniquely delivers the geo-distribution, performance, and scalability required by these applications." He also said, "We're growing the Redis Partner Program to enable customers to fully leverage the power of the Redis Enterprise platform in combination with the complete set of capabilities our partners provide, from custom solutions to professional implementation services." (Source: Business Wire) About Redis Redis Headquartered in Mountain View (California), Redis is a data backbone provider to increase the speed of the apps for real-time processing. The company is behind Open-Source, the world's famous in-memory database and commercial provider. It powers real-time services for more than 8000 organizations worldwide. It builds upon the unique simplicity and speed of Open-Source Redis. It is an enterprise-grade data platform that provides the toughness of modern data models, automation, management, performance, and resiliency to deploy and run modern applications at any scale from anywhere.

Read More

CONTENT MARKETING, MARKETING DATA

RainFocus Now a Platinum Partner in the Adobe Exchange Partner Program

RainFocus | January 24, 2023

On January 23, 2023, a next-generation event marketing platform provider RaiFocus, announced about joining the Adobe Exchange Partner Program as a Platinum Partner. The Adobe Exchange Partner Program is a technology partner ecosystem worldwide. RainFocus is honored to join the list of partner programs where the companies with unique and innovative solutions have been designated as top-tier partners. RainFocus is now a part of a small group of carefully chosen and highly vetted partners at the Platinum tier. It will work closely with Adobe as a Platinum-level partner to improve the customer experience. RainFocus will host Adobe for an engaging keynote titled 'Unifying Experiences' in the upcoming INSIGHT conference by RainFocus, which is to be held both in Salt Lake City (Utah) and virtually from January 30 to February 1, 2023. In the conference, JR Sherman, CEO of RainFocus, Doug Baird, Founder and President of RainFocus, and Nik Shroff, Senior Director of Global Tech Partners at Adobe, will talk about the new partnership, approaches to building a strong client experience, and how events and data are essential to a successful customer journey. JR Sherman, CEO of RainFocus, said, "Adobe and RainFocus share a collective passion for elevating the client experience." He also said, "RainFocus securely and seamlessly integrates with Adobe Experience Cloud products, so for us, it was a natural fit that aligned with our core business objectives. We are most excited to deliver personalization at a scale for our clients, enabling enriched customer journeys, accelerated qualification, lead conversion, closed business, and more." (Source: Cision) About RainFocus RainFocus is a next-generation event marketing platform. The company is built to collect and analyze unheard-of amounts of first-party data for better events and better engagement with customers throughout their journey. The platform powers smooth events by providing secure, scalable solutions for the whole event lifecycle. It works with sales and marketing technologies to make event registration, content management, and exhibitor activation more accessible across in-person, virtual, and hybrid experiences, with everything in one dashboard. Additionally, it uses real-time data to give you actionable insights that help you personalize your marketing, speed up lead qualification and conversion, and close deals.

Read More

CHANNEL PARTNERSHIPS

Gigamon Announces Channel Award Winners at Sales Kick-off Event 2023

Gigamon | February 01, 2023

One of the leading deep observability companies, Gigamon, recently announced its Channel Award winners in the annual sales kick-off event in San Diego (California). Each partner played a very important role in the company's market growth and drove Gigamon as the industry-leading deep observability vendor, with a 68% market share in 2022's first half. The Gigamon Channel Awards highlights distributors who helped deliver industry-leading solutions to customers worldwide and emphasizes the outstanding success of the top-performing partners. The Sales Kick-off event's Channel Award winners include Trace3 as 2022 Americas Partner of the Year, Layer 8 Solutions titled as 2022 Americas Regional Partner of the year, ST Engineering as 2022 APAC Partner of the Year, Mannai Corporation wins 2022 EMEA Partner of the Year, Blackwood Associates, Inc. as Public Sector- 2022 Partner of the Year, World Wide Technology wins 2022 Global Partner of the year, Timothy Wong Kwai Hoong as 2022 Top Gigamon Community Partner and the last one was to Carahsoft Technology Corporation as 2022 Distributor of the Year. The Gigamon Partner Program has received five-star ratings four times in a row among the CRN's Partner Program and four in a row CRN Women of the Channel recognitions. In addition, the company has been awarded three consecutive years for the CRN Channel Chief list. It also won the 2020 Channel Partner Top 10 Up award and was named one of CRN's Power 100 - Topmost Powerful Women in the Channel in 2019. “Our channel-first strategy is a fundamental component of our business plan and we are fortunate to work alongside over 1,000 global partners that are focused on delivering industry leading solutions backed by unparalleled support. We are proud to recognize the impact that each of our top partners is having on their customers’ cloud transformation journeys,” said Doug Woodley, Senior Vice President of Worldwide Sales at Gigamon. (Source: Business Wire) About Gigamon Founded in 2004, Gigamon enables organizations to function fast, stay innovative and secure. The company delivers unified network visibility and analytics on all the data in transit. It helps in aggregation, transformation and analysis of network traffic to meet the customers' critical performance rapid threat detection and response needs in physical, virtual and cloud infrastructure. Gigamon has over 4,000 customers worldwide, including over 80% of the Fortune 100, 9 of the ten biggest mobile network providers, and hundreds of governments and schools.

Read More

CONTENT MARKETING, MARKETING DATA

Redis Introduces Upgraded Global Partner Program

Redis | January 27, 2023

One of the leading real-time data platforms, Redis, recently announced global partner program enhancements for customers to enable a growing ecosystem of distributors and consultancies to build, deploy, and run real-time applications with Redis Enterprise. The evolution and expansion of the Redis Partner Program is a key part of the company's strategy to give companies all the tools and support they need to do well in any customer technology environment and improve their bottom line. Redis Enterprise's deployment options range from on-premises to fully managed AWS, Google Cloud, and Microsoft Azure services. These options are based on the ease of use and sub-millisecond performance of the most popular NoSQL database. Further, it enables companies to architect applications' real-time data processing requirements with a cloud-native approach irrespective of where they are in their transformation journey. The upgraded Redis channel partner program now has new financial compensation programs, technical support and marketing resources, and the customer projects and services will have greater access. Ultimately, the program will make it easier for Redis partners and customers to work together, creating a strong community of application developers. Key new features of the program include an improved tiering system to simplify the path to revenue for Redis partners, optimized partner enablement for community and enterprises, and expanded partner benefits to help drive awareness among Redis, its partners, and their joint markets at marque events around the globe. Vice President of Global Partnerships at Redis, Ash Vijay, said, "As companies transform their applications with cloud, hybrid, and microservices-driven architectures, they need real-time data services. Redis Enterprise uniquely delivers the geo-distribution, performance, and scalability required by these applications." He also said, "We're growing the Redis Partner Program to enable customers to fully leverage the power of the Redis Enterprise platform in combination with the complete set of capabilities our partners provide, from custom solutions to professional implementation services." (Source: Business Wire) About Redis Redis Headquartered in Mountain View (California), Redis is a data backbone provider to increase the speed of the apps for real-time processing. The company is behind Open-Source, the world's famous in-memory database and commercial provider. It powers real-time services for more than 8000 organizations worldwide. It builds upon the unique simplicity and speed of Open-Source Redis. It is an enterprise-grade data platform that provides the toughness of modern data models, automation, management, performance, and resiliency to deploy and run modern applications at any scale from anywhere.

Read More

CONTENT MARKETING, MARKETING DATA

RainFocus Now a Platinum Partner in the Adobe Exchange Partner Program

RainFocus | January 24, 2023

On January 23, 2023, a next-generation event marketing platform provider RaiFocus, announced about joining the Adobe Exchange Partner Program as a Platinum Partner. The Adobe Exchange Partner Program is a technology partner ecosystem worldwide. RainFocus is honored to join the list of partner programs where the companies with unique and innovative solutions have been designated as top-tier partners. RainFocus is now a part of a small group of carefully chosen and highly vetted partners at the Platinum tier. It will work closely with Adobe as a Platinum-level partner to improve the customer experience. RainFocus will host Adobe for an engaging keynote titled 'Unifying Experiences' in the upcoming INSIGHT conference by RainFocus, which is to be held both in Salt Lake City (Utah) and virtually from January 30 to February 1, 2023. In the conference, JR Sherman, CEO of RainFocus, Doug Baird, Founder and President of RainFocus, and Nik Shroff, Senior Director of Global Tech Partners at Adobe, will talk about the new partnership, approaches to building a strong client experience, and how events and data are essential to a successful customer journey. JR Sherman, CEO of RainFocus, said, "Adobe and RainFocus share a collective passion for elevating the client experience." He also said, "RainFocus securely and seamlessly integrates with Adobe Experience Cloud products, so for us, it was a natural fit that aligned with our core business objectives. We are most excited to deliver personalization at a scale for our clients, enabling enriched customer journeys, accelerated qualification, lead conversion, closed business, and more." (Source: Cision) About RainFocus RainFocus is a next-generation event marketing platform. The company is built to collect and analyze unheard-of amounts of first-party data for better events and better engagement with customers throughout their journey. The platform powers smooth events by providing secure, scalable solutions for the whole event lifecycle. It works with sales and marketing technologies to make event registration, content management, and exhibitor activation more accessible across in-person, virtual, and hybrid experiences, with everything in one dashboard. Additionally, it uses real-time data to give you actionable insights that help you personalize your marketing, speed up lead qualification and conversion, and close deals.

Read More

Events