B2B Influencer Marketing

The People Have the Power

Because paid advertising is increasing in expense and, in some cases, decreasing in effectiveness, companies of all sizes and shapes are turning to earned exposure through influencer marketing.

In theory, it makes perfect sense. Consumers trust one another more than they trust messages from brands. Thus, if we can get human beings to carry our marketing water on behalf of the company, not only do costs go down, but persuasiveness goes up simultaneously.

The majority of influencer marketing software and industry chatter focuses on the use of influencers to pitch consumer-focused products. Instagram is rotten with influencer appeals (many of them ham-fisted) for all manner of B2C doo-dads and gadgetry.

In reality, however, influencer marketing is more important for B2B than for B2C. After all, the average purchase size in B2B typically dwarfs that in B2C, and the impact of referrals and word of mouth are more critical to the success of the organization. Note that 19 percent of the overall US economy (B2B and B2C) is driven specifically by word of mouth, but 91 percent of B2B transactions are at least influenced by word of mouth.

In short, without word of mouth and influencer marketing, B2B purchases would grind to a halt, because nobody takes a flyer on B2B products and services the way they gamble on consumer-focused items.

But how do you find, activate, and measure influencers for your B2B company?

We can help. We strategize, craft, and operate B2B influencer marketing programs for companies like Oracle, Comcast, and Cision and we can deliver for you.

In addition to our B2B influencer marketing programs, we also offer social media consulting for our clients, and provide content marketing creation.

Influencer Marketing Mistakes Great Brands Don't Make

Influencer marketing is all the rage, but it’s also VERY EASY to botch the job. Based on our many B2B and B2C influencer campaigns, this tight eBook will save you from sadness.

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