Jan 18, 2022
In Wellness Forum
What does the state of B2B influencer marketing look like now and in the future? How can B2B brands start a successful influencer program? Why is it more important than ever to approach B2B influencer marketing with an always-on influencer strategy? Many of these questions are answered in the 2020 State of B2B Influencer Marketing Report and yet we all know the complexity and opportunity combination of influencer marketing requires further exploration. Luckily Jason Falls connected with our CEO Lee Odden for a podcast interview to explore the answers to these questions and more, along with his most recent B2B 工作职能邮件数据库 influencer marketing insight. After listening to the podcast, I’ve pulled out 10 of the most compelling insights about the state of B2B influencer marketing to help inspire your success in 2021 and beyond. 1 – B2B Influencers Are Credible Voices Throughout The Customer Lifecycle B2B purchases are a journey, and there is a long cycle of education and content consumption that occurs as brands or buyers educate themselves about possible solutions and how they might work for their company. When you talk about end-of-funnel activities, where you’re looking for increasing purchase intent, increasing order volumes, and acceleration through the sales cycle — things like that — the explicit advocacy of a subject matter expert in the form of an industry influencer can definitely facilitate these. The credible voices of B2B influencers play a role throughout the entire customer life cycle. It’s important to identify the topics of influence that are representative of how the brand wants to be known — topics that customers actually care about — and find the people that can represent those ideas and values. “The credible voices of B2B influencers play a role throughout the entire customer life cycle.” @LeeOddenCLICK TO TWEET 2 – Digital Influence Is Heightened During The Pandemic The ability to influence doesn’t just exist in a digital world, but with the pandemic, for B2B it’s more digital now than it ever was before. There are opportunities now to connect with people who may be more offline influencers, however the bulk of digital marketing that’s occurring in the B2B space is online, and the signals of credibility that people are using to determine whether someone is relevant or interesting to them tend to be digital. A holistic approach is important, including the use of tools, including Traackr, which is both a B2C and B2B platform. A tool is only as effective as the expertise of the person using it. It is up to the expertise of the users as much as it is about the platform, because the data is agnostic in terms of B2C or B2B — people are either publishing or they’re not. The content they’re publishing is either topically relevant or it’s not, and the topics they are publishing are either resonating or not. These can be identified by engagement activities, and by whether messages are propagating and being shared or not. “A tool is only as effective as the expertise of the person using it.” @LeeOddenCLICK TO TWEET 3 – Identify Core Characteristics Of Influence Around A Topic We can identify core characteristics of what makes a person influential around a topic of influence, partially through the use of the appropriate software. There are however lots of other steps to consider — manual inspection of the content that influencers are publishing, the cadence of publishing, and certain background information that should be taken into consideration before recommending them to a client. They have to be doing what your brand is talking about to determine whether an influencer may work or not. Influence is not permanent — it’s temporal. While at the moment of identification a person may be very influential about a topic, will they always be influential about it? Maybe, or maybe not, and on top of understanding the key performance indicators (KPIs) being delivered on for the campaign, or for the influencer engagement activity, you’ve also got to be able to report on the effectiveness of what is being done. “Influence is not permanent — it's temporal.” @LeeOddenCLICK TO TWEET 4 – Understand The Conversations Being Driven By Influencers Are we moving the needle or not? Are we reaching those business outcomes that we’re after, and at the same time we have to identify — through tracking URLs and other metrics available via influencer marketing platforms and web analytics — whether or not, or the degree to which an individual is effective for a purpose. You can certainly look at data from social media monitoring tools such as Brandwatch, Agorapulse and others, to monitor various topics and hashtags, and Keyhole is another useful tool for hashtag and handle tracking. They offer an on-demand way to understand the conversations being driven by influencers, as they share social messages and the content they help to make.