Inside B2B Influence is a show that goes behind the scenes of B2B marketing and showcases conversations with insiders from the world of influencer marketing.
In this final 13th episode of Inside Influence where I talk with B2B marketing insiders about what’s working and what’s not in the world of influencer marketing, our perspective has shifted from B2B brands to the influencers themselves. At TopRank Marketing, we conducted the first in-depth research into B2B influencer marketing which inspired this series and Onalytica recently conducted the first research study of B2B influencers to better understand influencer marketing from their perspective.
Without question the digital age we live in is marked by remarkable advancements as well as ease of information creation, distribution and proliferation. As they say, we live in an age of information overload. What can B2B marketers do to stand out
I have always believed that everyone is influential about something and that sentiment is certainly true within B2B companies.
According to our research in the 2020 State of B2B Influencer Marketing Report, 74% of marketers surveyed believe that influencer marketing improves prospect and customer experience for B2B brands. If there’s one industry expert to tap on the topic of customer experience, I can think of few more qualified than the author of X: The Experience When Business Meets Design, Brian Solis . As an 8 time best selling author, keynote speaker, analyst, futurist, digital anthropologist and Global Innovation Evangelist at Salesforce, Brian is a longtime friend that I’ve been able to collaborate with numerous times on marketing topics.
Improving Customer Experience is one of the top priorities for B2B marketers today. With the challenges of real-world experiences from field marketing to in-person tradeshows all but gone, B2B marketers are focused on figuring out how to maximize digital experiences.
Scrow : A conjunction of “scale” and “grow”, which is a word I made up to talk about the value of technology when it comes to ramping up the impact of B2B influencer marketing. When B2B marketers think about how to “scrow” the success of their influencer marketing, they often start by looking beyond spreadsheets from transactional to more relationship driven influencer models. To support these efforts they often seek influencer marketing platforms
The latest edition of Inside Influence features B2B Influencer Marketing “OG”, Amisha Gandhi , VP Influencer Marketing & Communications at SAP. At TopRank Marketing, we’ve had the pleasure of working with Amisha for several years on a variety of influencer marketing programs from the launch of SAP Leonardo to developing a virtual reality experience featuring influencers for use at tradeshows. In this 6th episode of Inside Influence, I talk with Amisha about the power of how creating mutual value between B2B brands and influencers drives returns across the customer lifecycle.
When we conducted our research for the 2020 State of B2B Influencer Marketing Report, we found what the most successful B2B marketers have in common. They: Have a Documented Influencer Marketing Strategy Engage in Always-On Influencer Engagement Have a Centralized Influencer Program Use Software to Identify Influencers Rely on Experts and Analysts Use Blogs as Content Platforms Create Interactive Content with Influencers Learning from those who are already successful in a fast growing discipline is what the Inside Influence Show is all about.
Today marks the 4th installment in the Inside Influencer series.