A friend of mine reached out recently and asked me if influencer marketing was possible for B2B businesses. Keep in mind this friend isn’t in the bubble of marketing and doesn’t follow along with the same type of topics you or I do. He also probably didn’t give it much thought before asking. When I […]
The Present and Future of B2B Influence Marketing Read More »
In influencer marketing, and certainly in marketing overall, there are generally two types of focus. The one we talk about more often is consumer marketing, also know as business-to-consumer or B2C. Then there’s business-to-business, or B2B. B2B brands sell software, equipment or services to businesses, sometimes for price tags far too high for an individual
How to Find and Engage B2B Influencers, From a B2B Brand Read More »
Several of our recent episodes have focused on business to business, or B2B influence marketing. The last couple of conversations we’ve had — one with Carter Hostelley and another with Mel Carson — talked about the concept of creating influencers from a company’s executives. In this episode of Winfluence, we focus on building influence for
How a B2B Company Became an Influencer Read More »
There’s been an evolution in business-to-business (B2B) influence marketing lately. Both software companies and agencies are pushing the idea of brands creating influencers out of company executives. Mel Carson was an early company-based influencer, long before we were talking about all this. He was a digital evangelist at Microsoft in the mid-2000s whose whole job
The Sophistication of B2B Influence Marketing Read More »
For years now, one business-to-business, or B2B, marketing tactic has been to build executives of the company up as thought leaders. Reframing that purpose you could argue what B2B companies have been doing for years is building their executives up as influencers in their industries. Carter Hostelley and his team at LeadTail have been building
Turning Executives into B2B Influencers Read More »
Few people have as much experience in driving B2B influence marketing than Lee Odden. His company, TopRank Marketing, not only drives programs for some of the top tech companies in the world, but conducts an annual survey to report on the B2B space. TopRank’s latest research into B2B influencer marketing is out and very interesting.
The State of B2B Influence Marketing Read More »
Michael Brito is one of the more experienced business-to-business (B2B) influence marketing practitioners in the world. He is the executive vice-president for the Zeno Group and has spent almost two decades building relationships for technology and SaaS companies in the Bay Area and around the world. His ideas and strategies around business-to-business influence marketing are
The Fertile Ground of B2B Influence Marketing Read More »
TopRank Marketing’s 2020 State of B2B Influencer Marketing Research Report is out. The survey is a unique look into the breadth and depth of influence marketing in the business-to-business space. Over 300 business-to-business marketing and communications professionals surveyed in an online questionnaire netted the results. Almost three-fourths of the participants were U.S.-based. More than one-third
Influence Marketing for B2B Businesses Report Out Read More »