Influencer Marketing in the B2B Realm

In the news:

A recent study showed that 31% of B2C marketers reported that they are experimenting with influencer marketing and 48% are running ongoing programs. Contrast this with B2B marketers — 49% were still experimenting and only 11% were running ongoing programs.

While B2C influencers may be more numerous, credible outside experts with active networks (if not fans) can be considered influencers in most B2B industries.

Influencer marketing places focus on specific key individuals rather than the target market as a whole.

Movéo insight:

There is a big opportunity for B2B marketers to integrate influencer marketing more strategically into their programs.

Movéo recently interviewed a respected industry consultant on behalf of a client. Aside from gaining content that can be repackaged in several ways, his association lent independent credibility to our client’s claims. Is there someone in your industry that your brand should build a relationship with?

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