What is B2B influencer marketing?  I get asked this question quite often. Especially by non-marketers, who have the assumption I...

The post Here’s How 11 Expert Marketers Define B2B Influencer Marketing appeared first on TopRank® Marketing.

Despite their differences, business-to-consumer (B2C) and business-to-business (B2B) influencer marketing share several key similarities.  Both audiences seek value, with a...

The post Try These 7 B2C Influencer Marketing Tactics for B2B Success appeared first on TopRank® Marketing.

With social media dominating the market, Influencer Marketing Managers are in demand to spearhead campaigns for businesses

Konstanze Alex, Dell's director B2B influencer relations and content co-creation, offers insights from the company's success using influencer marketing for B2B.

Top LinkedIn video creator and keynote speaker Goldie Chan shares the secrets of her success in content creation, personal branding, and influencer marketing.

Rani Mani, head of social influencer enablement at software giant Adobe, shares the mindset, approaches, and tactics that make the Adobe Insiders program successful.

Michael Tiffany, co-founder and president of ad verification and fraud prevention firm White Ops, discusses the next evolution of fraudulent practices for 2018.

The vast majority of content and industry news coverage around influencer marketing is focused on those who engage consumer audiences: Instagramers, YouTubers, and  as of late TikTokers. Of course the world of influence is not limited to consumer products and services. Influencers play an important role in businesses marketing to other businesses as well, whether it's on LinkedIn, Twitter or Facebook.

So what's the difference between B2C and B2B influencer marketing? We've covered B2B influencer marketing here in depth already with case studies, strategy and best practices, what makes a great B2B influencer, key statistics and more. After 7 plus years of focusing on B2B influencer marketing for some of the top B2B brands in the world, we've learned a few things about the practice. From that experience, I'll focus on what makes for good B2B influencer engagement as a way to understand the difference from B2C.

The most important steps for launching a B2B Influencer Marketing Program: Influence plays a role across the entire business customer lifecycle from awareness to advocacy so it follows that the best approach to collaborating with B2B influencers also spans the spectrum of customer engagement.

Regardless of the desired outcome from building brand awareness to increasing sales, best practices influencer marketing programs start with understanding the relevant topics of influence that both represent what customers care about and what the brand stands for.

It's important to look at B2B influencers as partners not just content creators or distribution channels.

Much of B2C influencer engagement is managed like an advertising buy. With B2B, it's important to look at B2B influencers as partners not just content creators or distribution channels. That means finding, engaging and activating influencers with expertise and audiences that will resonate with the objectives of the business. Using topics of influence, you can identify, qualify and recruit influencer partners to collaborate. You can certainly pay a B2B influencer, but it is most often for the craft of creation not just because they are well known.

The output of B2B influencer collaboration can be in any form that the brand is currently publishing content: text, video, visual, audio, interactive and even VR.

B2B influencers are different than B2C in that they must be subject matter experts. But it is often the case that they do not have the broad social media skills or reach as their B2C counterparts. Also, B2B influencer marketing is less about a transaction or advertising buy than it is about developing relationships with influencers that can add credibility to a brand and even advocate for purchases that have an extended sales cycles and run millions of dollars.

Successful B2B influencer relationships take time to build and require time to maintain.

Matching topically relevant influencers with content collaboration opportunities that deliver mutual value for the influencer, the audience you're after and your brand is both art and science. Successful relationships take time to build and require time to maintain. It is no different when working with B2B influencer partners, so brands should invest the time and resources to keep those relationships strong. That can mean software like the enterprise platform we use, Traackr, as well as the expertise of an influencer marketing agency that has many years of experience and established relationships with influencers in your industry.

What does effective B2B influencer marketing look like in action? Tech giant SAP wanted to raise awareness of their brand and establish thought leadership with their target audience of CTOs, CIOs, and technology managers. With B2B decision makers (and consumers in general) craving more inspiring and on-demand content, a podcast was the ideal channel to reach that target audience and spark in-depth engagement.

To Turn SAP’s vision for C-suite thought leadership into reality, they worked with TopRank Marketing to produce six episodes of Season 1, Tech Unknown Podcast. Each episode featured a long-form interview with an industry thought leader and was hosted by tech expert, Tamara McCleary. TopRank Marketing identified influencers for each episode with reach, relevance, and insight that would appeal to technology leaders.

The agency conducted live interviews with Tamara and the featured influencer guests to encourage in-depth exploration of the subject matter. The first season of the Tech Unknown podcast beat industry benchmarks for average downloads within 30 days, activated influencers that were important to the brand and the CTO/IO audience, earned millions of impressions, and opened the door for unique content repurposing opportunities.

Season 2 of the SAP Tech Unknown Podcast has now started to publish and is already breaking new performance records.  By combining an understanding of brand objectives and audience interests with the expertise and audience of specific influencers, SAP has been able to drive conversations, activate relationships and move the needle on their marketing objectives.

Where to start with B2B influencers:  In B2C, many influencers are inventory in a marketplace with detailed info on audience, performance and content creation capabilities where you can purchase services not unlike buying a sponsorship or advertising.

In B2B, there are no such marketplaces. Influencer Marketing platforms that algorithmically sort vast amounts of data are used to identify influencers that might be a match based on topical relevance, resonance with their audience and reach.

Once a B2B influencer has been identified as having the right mix of relevance, resonance and reach, B2B marketers can check to see if there is already a relationship with the influencer directly or through a first level connection. Engaging an experienced influencer that is already in your network is much different than starting a conversation with someone new.

It's also important to check to see if the B2B influencer is accustomed to “being an influencer” in terms of public speaking or writing and creating content.

Many B2C influencers are already familiar with what it means to "be" a social media influencer, but in B2B, such self assigned influencer status and behavior is less common. In B2C the goal is often transactional (drive product sales) and the brand might just present a project and have the influencer pitch a creative idea on how to implement. With B2B influencers that's possible but less likely. More often the B2B brand will have a campaign or program in mind with a narrative and structured content collaboration opportunities that influencers can take part in according to their specific areas of expertise and audience engagement.

For example, a B2B influencer program might have elements focused on top of funnel awareness, middle funnel engagement and end of funnel decision making. Each stage would involve different types of influencers (TOFU - brandividuals), (MOFU - industry experts), (BOFU - customers).

Relationship building with B2B influencers is key. A new contact will often be engaged with subtly on relevant social networks. You can look for signals that can be an open door to inviting a conversation. Then, as you engage online, you might feature the influencer in content or invite them to contribute something very easy, but that gives them great exposure. That basic interaction opens doors to more robust engagement.

If the influencer is clearly a pro and being an influencer is their business model, you can approach them directly as you would any other consultant.

B2C and B2B Influencer Marketing are different - and changing.

While there is advancing consumerization within the B2B world from software user experiences to the types of influencer content being co-created (server unboxing videos, tech "hauls") B2C and B2B influencer marketing are distinctly different. Viewing B2B influencers simply as content distribution channels or advocates for hire is a misplaced B2C-centric expectation. B2B influencers are industry experts that may or may not have advanced content creation skills. They have the attention and respect of their peers and that kind of influence is very powerful for brands that want to recapture buyer attention lost to dropping trust in brand advertising and communications.

If you have experience working with B2B and B2C influencers, what are some of the key differences you've experienced?

The post B2C vs. B2B Influencer Marketing – What’s the Difference? appeared first on Online Marketing Blog - TopRank®.

B2B influencer marketing is an ideal way for brands to drive digital conversations during the global health crisis, and we have 13 ways influencers can virtually deliver many of the benefits that have been lost due to postponed or cancelled real-world events.

With 45 percent of consumers spending more time on social media and 95 percent spending more time on in-home media consumption according to a recent GlobalWebIndex survey, now is an ideal time for brands to drive digital conversations using influencer marketing.

Another recent survey found that 92 percent of marketers believe putting on successful virtual events will be important or critical in the coming months.

Some brands have already chosen to postpone or cancel their events all the way through the middle of 2021, including major players Facebook and Microsoft.

Physical events typically offer a well-rounded array of benefits to everyone involved, from the organizers to attendees, exhibitors, partners, sponsors, speakers, and more.

Some of the traditional benefits of real-world events include:

• Boosting Brand Awareness
• Gaining New Audiences & Clients
• Forging New Business Relationships
• Building Highly Targeted Leads
• Researching Competitors
• Education
• Creating Lasting Impressions
• Networking
• Advertising & Sponsorship Opportunities
• Providing Giveaway & Contest Opportunities
• Saving Time with All-In-One Conference Experiences
• Accessing Key People
• Testing New Products & Services
• Connecting with Attendees

As brands look to utilize virtual events it can be daunting to find relevant substitutes for all of these benefits that real-world events provide, and many have been asking themselves “How can I replace these key real-world event benefits?”

Luckily, B2B influencers can readily provide strong alternative benefits that don’t require physical events, and we’ll look at what they can offer for each of the traditional event advantages.

How B2B Influencers Bring Back the Benefits of Physical Events

How can influencer marketing help B2B brands create new virtual versions of the kinds of experiences that they've typically gained from traditional real-world events that are now cancelled or postponed?

“By collaborating with influencers on educational, entertaining and interactive online content, B2B brands can satisfy the hunger buyers have for credible content experiences that engage and inspire,” Lee Odden, chief executive and co-founder of TopRank Marketing noted.

B2B influencers helping co-create and promote these types of engaging content experiences can be particularly powerful now, as consumers are forced to seek out inspiration in a virtual world to replace what they typically gain through attending real-world events.

In substituting virtual for real-world, our client Adobe’s annual Summit conference chose to explore a “choose your own adventure”-style virtual session selection experience — a type of content especially promotable using influencers.

“We decided the best way to do the storytelling was to allow a lot of user choice and not keep them captive,” Alex Amado, vice president of experience marketing at Adobe*, recently told Adweek.

“We felt ‘choose your own adventure’ was the best way for the audience to get more value out of it. When you’re online there are distractions, so we had to play to the situation as best we could,” Alex added.

Uniting influencers with customers and media should now be a key marketing focus for brands, according to public relations and marketing consultancy Edelman.

“Digital marketing provides unique opportunities for cross-promotion in partnership with customers, vertical media and influencers,” Edelman’s Joe Kingsbury and Ben Laws recently noted in “Beyond Conferences: How B2B Marketers Should Approach a Covid-19 World.”

[bctt tweet="“By collaborating with influencers on educational, entertaining and interactive online content, B2B brands can satisfy the hunger buyers have for credible content experiences that engage and inspire.” @LeeOdden" username="toprank"]

B2B Influencers Help Gain New Audiences & Clients

86 percent of marketers in charge of ad spend allocation said that they either might or definitely would use social media influencer marketing during the health crisis, topping a list of marketing strategies in a recent IZEA survey.

Tom Treanor, global head of marketing at our client Arm Treasure Data, sees strong opportunities for influencers as brands look to replace the benefits of real-world events.

"With in-person events on hold indefinitely, marketers have lost one major channel,” Tom noted.

“Events are a place to connect face-to-face with potential buyers, to share thought leadership and to gain visibility in their target markets. With that channel gone for now, it's an important time to look at other available — and often under-utilized — channels, including influencer marketing," Tom added.

"Working with influencers is a potentially valuable channel for many companies. Why? Because influencers are tapped into the current mood and interests of their audience. Their insights can help you craft your messaging to better resonate with your customers. More importantly, influencers are able to provide your company with additional reach into the influencers audiences,” Tom said.

“Lastly, influencers are able to work with your company to co-create content or to develop content on behalf of your brand. So, consider how you work with influencers in areas such as podcasts, webinars, live-streams, eBooks, blogs and social content. Are there ways that your marketing can be improved with the help of well-connected industry influencers?" Tom concluded.

Tom was one of our “50 Top B2B Marketing Influencers, Experts and Speakers,” and was featured in our Break Free B2B  video interview series, exploring B2B marketing personalization.

Among the top ways companies will need to pivot in order to embrace B2B marketing in a post-real-world event environment is influencer marketing, according to author and technology advisor Bernard Marr.

“Digital is likely to be the clear winner here, and companies — including ones that may not so much as had a Facebook page before – will need to move into social marketing, content marketing, SEO and influencer-led campaigns,” Bernard wrote recent in the Forbes piece “Why Companies Turn To Digital Marketing To Survive COVID-19.”

[bctt tweet="“Consider how you work with influencers in areas such as podcasts, webinars, live-streams, ebooks, blogs and social content. Are there ways that your marketing can be improved with the help of industry influencers?” @RtMixMktg" username="toprank"]

B2B Influencers Help Promote New Products & Services

With the real-world events B2B brands normally attend cancelled or postponed, what roles can influencer marketing play in providing virtual alternatives to physical exhibition booths and traditional in-person product demonstrations?

“Influencer marketing’s importance went up when in-person events were canceled,” Debbie Friez, influencer marketing strategist at TopRank Marketing, said.

“Brands are fighting for attendee’s attention and time, and finding influencers are there to help to spread the news on their personal platforms about the virtual events," Debbie explained.

"Plus, brands still need independent thought leaders for keynotes, moderators and panelists for their virtual events. We are finding influencers have been using virtual media for years, and can easily adapt to the changing landscape with both ideas and the know-how to use alternative presentation channels,” Debbie added.

During this global shift to a digital-first customer experience, marketers who incorporate empathy into their efforts are especially well-poised to deliver successful virtual experiences.

“Data-driven empathy is essential for personalization across customer and employee journeys,” Brian Solis, global innovation evangelist at Salesforce recently noted.

“There's no going back to the world we once knew, the only way to get to the next normal is by plowing straight through disruption,” Solis added.

[bctt tweet="“Influencer marketing’s importance went up when in-person events were canceled.” @dfriez" username="toprank"]

B2B Influencers Bridge the Media Coverage Gap

What roles can influencer marketing play in providing virtual alternatives to the media coverage and product announcements typically gained from traditional physical events?

“B2B brands continue to impress me with how agile they’ve been with their marketing in the swiftly changing landscape,” Elizabeth Williams, TopRank Marketing account manager shared.

“Marketers are being ultra-cognizant of their messaging, publishing cadences, and ensuring their POVs and messaging on COVID-19 — or lack thereof — are aligned with their brand values. Influencer marketing is a fantastic way to bridge the gap between what once was our 2020 marketing plan and what we now need to achieve,” Elizabeth said.

“We can show our audiences we are tuned into their world by creating virtual experiences that inspire. And, what better way to do that than featuring credible industry experts and thought leader influencers?” Elizabeth added.

“Influencer-driven content can lead the conversation through live panels, webinars, podcasts and larger virtual events. Or, influencers can add a refreshing seasoning of the latest insights or advice on the changing marketplace. Think blogs, LinkedIn* articles, interactive assets, videos and social content,” Elizabeth suggested.

“Regardless of what tactics suit your business needs and objectives, I’d encourage every B2B marketer to step back and reflect on whether influencer marketing is a fit to take their content to the next level in today’s extra noisy virtual world,” Elizabeth concluded.

[bctt tweet="Influencer marketing is a fantastic way to bridge the gap between what once was our 2020 marketing plan and what we now need to achieve.” @ElizabethW1057" username="toprank"]

Boosting Brand Awareness With B2B Influencers

What additional roles can influencer marketing play in driving virtual brand conversations and boosting brand awareness?

Now is a great time for B2B brands to utilize relevant industry influencers who can successfully drive virtual conversations that expand brand exposure and help with lead generation, as our president and co-founder Susan Misukanis explained.

“Partnering with influencers is more important now than it ever has been. Targeting the right influencer communities can be the best way to expand virtual event attendance and reach into a broader audience — who may not have planned to travel to your live event or conference,” Susan noted.

“If marketers focus on bringing true subject matter expertise to their audience — especially in partnership with influencers — I predict that virtual events will actually grow to be even better than live events for reaching and building positive awareness with an audience,” Susan added.

Industry writer Katie Sehl recently suggested in a HootSuite article about the rise of virtual events that influencers take advantage of the social stories format, including hosting influencer takeovers — another way that influencers can drive brand conversations.

“Speakers often double as influencers — so provide them with the details they need to become event ambassadors,” Katie noted, highlighting the strength of influencers when it comes to digitally replacing some of the key benefits of real-world events.

HubSpot’s Caroline Forsey encouraged organizations adjusting to virtual events to implement “breakout sessions led by influencers and experts,” another way influencers can help brands replace some of their former real-world event momentum with online efforts.

[bctt tweet="Partnering with influencers is more important now than it ever has been. Targeting the right influencer communities can be the best way to expand virtual event attendance and reach into a broader audience.” @smisukanis" username="toprank"]

Begin Or Expand Your B2B Influencer Marketing Program

As we’ve seen, successful B2B influencer marketing has much to offer for brands seeking to replace the benefits of real-world events while they’re on hiatus due to the global health crisis.

Implementing a successful program takes time, effort, and dedicated strategy, which leads many brands to use a top B2B influencer marketing agency such as TopRank Marketing, which was the only B2B marketing agency offering influencer marketing as a top capability in Forrester’s “B2B Marketing Agencies, North America” report.

[bctt tweet="Successful B2B influencer relationships take time to build and require time to maintain.” @LeeOdden" username="toprank"]

Whether you work with a top B2B influencer marketing agency such as TopRank Marketing or utilize your own team, now is an ideal time to reach B2B influencers and work together to drive digital brand conversations.

Finally, as we all navigate the uncharted marketing waters of the global health crisis, here are several additional resources to help keep your B2B influencer marketing efforts safely afloat:

• B2C vs. B2B Influencer Marketing – What’s the Difference?, by Lee Odden
• Using Influencers to Pivot your Marketing & Comms Strategy, by Onalytica
• Jumpstarting a Pilot B2B Influencer Marketing Program in 5 Steps, by Nick Nelson
• How to Host a Successful Virtual Event: Tips and Best Practices, by HootSuite
• What Is B2B Influencer Marketing in 2020? Change Is Coming, by Anne Leuman
• How to Run a Successful Virtual Event [+ Examples], by HubSpot
• 5 Key Traits of the Best B2B Influencers, by Lee Odden
• COVID-19 Impact: B2B Events [Video], by eMarketer

* Note: Adobe and LinkedIn are TopRank Marketing clients.

The post How B2B Influencer Marketing Offers Brands an Ideal Alternative to In-Person Events appeared first on Online Marketing Blog - TopRank®.

The next money-maker could be this tool for connecting marketers to social media creators so they can team up on sponsored-content Facebook  ad campaigns. The Branded Content Matching search engine lets advertisers select the biographical characteristics of creators fans they want to reach, see stats about these audiences, and contact them to hammer out deals.

Leaked screenshots of Facebook’s promotional materials for the tool were first attained and published in German by AllFacebook.de.

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