impact b2b influencer marketing
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Impact of B2B influencer marketingSophisticated B2B marketers understand that the effectiveness of a given strategy or set of tactics is tied to goals.

When it comes to influencing, there are applications throughout the client lifecycle, ranging from increasing reach and attention, struggling to connect with audiences, to creating customer experiences. more believable and authentic content, to improving confidence and inspiring decision-making.

Of course, working with external influencers and improving the influence of internal experts is not a silver bullet for all marketing goals. However, in our influencer marketing research for B2B brands, there are certain outcomes where marketers see a greater impact.

Rather than just providing a comprehensive list of the most impactful marketing results, I’ve grouped similar goals together to provide more category-level insight into the areas where B2B marketers have been most successful when they do. work with influencers.

B2B influence and brand impact

Brand awareness 84%, brand reputation 58% and brand advocacy 32% were each well represented in our research by B2B marketers looking to create impact from their marketing efforts. affecting. The key to creating an impact on the brand is that it is an investment that pays dividends throughout the customer’s lifecycle.

With brand trust, distractions and loyalty at stake, optimizing marketing efforts to reach interested customers with credibility and the impact of trusted recommendations is more valuable than ever. Smart B2B influencer activations that pair relevant experts with collaborations and content promotion can help lesser-known and challenger brands become more credible, trustworthy, and inspire advocacy.

For example, a B2B employee engagement software platform implemented an influencer content campaign that involved a mix of influencers, from business celebrities to industry professionals to subject matter experts of employees and customers to achieve and build trust with customers in a way that resulted in 80% of the names captured were new to the brand.

B2B influence drives leads and sales

Most B2B marketers understand that a relationship-focused strategy, like working with influencers, doesn’t automatically lead to increased sales. And yet, it remains possible when the right marketing program architecture aligns influencers with customer engagement opportunities.

With 69% of B2B marketers saying lead generation is an area of ​​impact and 20% citing an increase in influencer marketing sales / revenue, there is a distinct opportunity for B2B brands to add voices. confidence that their customers listen to in marketing programs.

For example, an ITSM software brand did the job of aligning very specific audience segment information with a content marketing program, including the right influencers in the right way, who drove 20% of the annual sales pipeline to from a single campaign.

External influence stimulates employee influence

While only 15% of B2B marketers cited improving staff reputation as a major impact area of ​​their influencer marketing efforts, we’ve seen substantial growth in this area since capturing data from survey last year. A growing number of B2B brands of all sizes are investing in brand influence by training key executives and subject matter experts through social engagement and content collaborations with relevant influencers in the B2B industry. .

For example, brands that range from an international travel platform that has worked to develop thought leadership with the CEO by posting content on LinkedIn in collaboration with industry influencers to ongoing social engagement for key executives of ‘a large telecommunications giant have driven growth in social media, reach, engagement and quality of interactions with customers and prospects.

Create B2B marketing impact with influence

As I spoke with B2B marketers in 2021 about marketing trends and our agency’s performance, many have noticed how the move from B2B to digital first and increased the opportunities to work with influencers. They’re right – the pandemic and all the changes in business and the way customers have changed their behaviors have indeed created new opportunities for B2B brands to accelerate marketing impact by partnering with industry experts. to drive brand results, impact leads and sales, and develop leadership thinking by pairing key leaders with industry experts on social and content marketing efforts.

If you have experience working with influencers in your B2B business, be sure to share your ideas in our B2B influencer marketing survey 2021. You can also view the state of B2B influencer marketing Reportage which includes key trends, statistics, case studies and forecasts for the future. Or you can reach out to our team and talk about how to lead your influencer engagement efforts. to the next level.

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