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How Influencer Marketing Powers B2B Social Media

Authors: Jess Neal Schaffer
Posted Under: Social Pros Podcast
New Social Pros Cover Image
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

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To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Neal Schaffer, CEO & Principal Social Media Strategy Consultant at Maximize Your Social, joins the Social Pros Podcast to discuss B2B social media.

"In 2018, the biggest need in B2B by far is working with influencers." -Neal Schaffer, Maximize Your Social

The Next Step

It’s been said time and time again, but the world of social media is constantly evolving. Professionals know that you can never be too attached to any one platform or method because once you become comfortable, you’re behind.
What doesn’t change is the fact that people want to connect. Customers want to find out about your business and your products, but not through generic ad copy or flashing banners. People want to connect with your business through people. This is just as true in B2B social media as it is in B2C.
If your business sells directly to other businesses, influencer marketing is the most important thing to focus on, according to Neal Schaffer. By investing in relationships with influencers, you can engage with your audience through people they trust and share your products in a personal and meaningful way.

In This Episode

  • How the concepts behind social marketing remain consistent despite the ever-changing social platforms and technology.
  • Why social is based in the marketing department.
  • Why influencer marketing is the next step in B2B social media.
  • How Neal developed the social selling curriculum at Rutgers University.
  • Why AI is powerful but belongs in the background.
  • Why more influencer marketing is the biggest need in B2B social media in 2018.

Quotes From This Episode

“For B2B, it’s not a campaign. It’s about building a community of people that might be interested in your project.” — @NealSchaffer
“When you are personally invested in the programs and personally invested in relationships, that makes such a big difference.” — @NealSchaffer
If you haven't been experimenting in influence marketing, take some of your budget and put it there. Click To Tweet


See you next week!

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