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It’s no mystery that we’re big fans of influencer marketing where B2B brands engage with industry experts and key opinion leaders to drive conversations, consideration and conversions.

Marketing leaders at B2B companies large and small are realizing how much influence can play a role in virtually every customer communication. As 2021 picks up steam, the practice of influencer marketing presents unique opportunities to optimize digitally transformed B2B marketing.

That said, while the role of influence can be universally present in content and communications, the approach that will work for any given B2B brand is by no means cookie cutter. Influencer engagement is not simply an advertising buy or some kind of programmatic marketing tactic. It’s simultaneously dynamic and open to certain kinds of optimization and scale through process, operations and expertise.

Before embarking on a pilot, campaigns or an evolved always-on influencer program, it’s important for B2B marketers to answer a few key questions to make sure the rationale is sound, the approach has merit and the expectations line up with resources and goals.

At TopRank Marketing we’ve helped numerous B2B brands run their very first influencer marketing pilot projects and campaigns. Our work with B2B brands like LinkedIn, SAP and Dell over the past 9 years has taught us that there are many key questions to be answered in order to ensure>Influencer marketing makes sense for a particular B2B brandThat a specific approach matches goals, resources and expectationsThe tactics of identifying and engaging influencers are appropriate to content formats, channels and audienceThe program reaches expected KPIs and drives value both for the business and influencersEarly efforts set the stage for future success
To help B2B brands thinking about launching an influencer marketing initiative, here are 5 of the most important questions to answer:

1. What is a B2B influencer for our brand? Our customers?

Success with B2B influence means avoiding falling into the popularity trap and thinking that all influencers must have a massive following.

An influencer in the B2B world is someone that has domain expertise, is recognized by peers for that expertise,

By: Lee Odden
Title: B2B Influencer Marketing Strategy: 5 Questions to Ask First
Sourced From: feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/tIpXCOzXj8Y/
Published Date: Mon, 15 Mar 2021 13:25:48 +0000

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