As the need for B2B brands to reach and connect authentically with customers rises, B2B influencer marketers are evolving from transactional and intermittent campaigns to more relationship driven, Always-On Influencer engagement programs as our research from the 2020 State of B2B Influencer Marketing repor t found: 19% are piloting 25% run periodic campaigns 34% use an Always-On approach Transactional campaign approaches are hard pressed to develop brand loyalty and advocacy . That’s why, with 84% of B2B marketers focused on building brand awareness with their influencer marketing efforts, that ongoing influencer engagement has become essential for creating vested relationships that inspire more qualitative activations and brand advocacy. The Engine of Influence needs to run ongoing in order to win relationships with the most trusted voices.
Thought Leadership is often a concept associated with individuals but brands, especially in B2B, can develop their thought leadership amongst the customer community as well. Thought Leadership is important for brands and individuals alike because trust is an issue for companies as people navigate misinformation, changing sources and become more skeptical of what brands and their people say. What is thought leadership in 2020
What is brand research and why is it an important step in building a successful always-on B2B influencer marketing program? What are the key facts you need to learn about a brand that will lead to the creation of a strong ongoing influencer program?
The focus of Always On Influence for B2B brands is to establish and maintain relationships with business influencers through content co-creation, engagement and various types of activations that create and reinforce brand thought leadership. In fact, those strong relationships with industry experts create value for driving marketing performance across the entire customer lifecycle from awareness, to purchase to advocacy. There are many of examples of B2B brands implementing ongoing influencer programs and having impact.
Always-on influence is especially vital today as brands look to combat increasing mistrust and apathy. Why have top B2B firms including our clients LinkedIn, Adobe and Dell Outlet chosen always-on influencer marketing programs, and what results are they achieving using continuing influence programs? We answer these questions and more with examples of always-on influence in action.
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