What will successful B2B influencer marketing look like in a post-pandemic world, and what can marketers do today to be ready?
Here are 10 quotes from some of the best in the B2B influencer marketing business to inspire your marketing today and to prepare for the eventual post-pandemic landscape.
1 — Rani Mani of Adobe
For Rani Mani, head of social influencer enablement at Adobe*, reaching out to uncover the heartfelt motivations, challenges, and aspirations of B2B influencers can be a great way to start building a long-lasting marketing relationship. She shares additional insight in our recently-released 2020 State of B2B Influencer Marketing Research Report.
“I often start my discovery conversations with influencers by finding out what really makes their heart sing — what does success look like to them?” — Rani Mani @ranimani0707 Share on X2 — Ann Handley of MarketingProfs
Ann Handley, speaker and chief content officer at MarketingProfs sees empathy as key to all successful marketing efforts, whether they are of the B2B influencer marketing variety or more traditional approaches. “Start with empathy. Continue with utility. Improve with analysis. Optimize with love,” Ann has wisely suggested — advice that will well-serve marketers looking to embrace gratitude.
“Start with empathy. Continue with utility. Improve with analysis. Optimize with love.” — Ann Handley @MarketingProfs Share on X3 — Amisha Gandhi of SAP Ariba
Amisha Gandhi, vice president of influencer marketing and communications at SAP Ariba* has observed that co-creating content with influencers offers an array of advantages.
4 — Tom Treanor of Arm Treasure Data
For Tom Treanor, global head of marketing at Arm Treasure Data*, B2B influencers make good sense in an array of content areas businesses may already be involved with, as he outlined recently in “How B2B Influencer Marketing Offers Brands an Ideal Alternative to In-Person Events.”
“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 Share on X5 — Ty Heath of LinkedIn
Ty Heath, global lead of The B2B Institute at LinkedIn*, sees the power of B2B influencer marketing in building ongoing relationships, especially helpful for breaking through the noise in light of rising content attention deficit.
6 — Lee Odden of TopRank Marketing
Our own CEO and co-founder Lee Odden has been instrumental in the development and growth of the practice of B2B influencer marketing, and has long seen its multiple advantages for not just brands and influencers, but also B2B buyers.
“When planned and implemented effectively, B2B influencer marketing programs build trust and confidence for buyers, influencers and the brand.” — Lee Odden @LeeOdden Share on X7 — Tamara McCleary of Thulium
Tamara McCleary, CEO at Thulium, sees the power of long-term, ongoing marketing efforts — especially when these types of always-on programs are applied to B2B influencer marketing.
“A long-term influencer program will allow your brand to create true brand advocates, powerful brand evangelists, and raving fans.” — Tamara McCleary @TamaraMcCleary Share on X8 — Ashley Zeckman of TopRank Marketing
Our own senior director of digital strategy Ashley Zeckman sees B2B influencer marketing as a great way to collaborate around ideas, and a more effective alternative than traditional one-way “buy this” approaches.
Rather than unapologetically telling us to buy a product, #B2B influencers are collaborating around an idea. - @azeckman #InfluencerMarketing Share on X9 — Konstanze Alex of Cisco Systems
For Konstanze Alex, head of global digital storytelling at Cisco Systems, trust and relationship-building are key when it comes to working with B2B influencers.
“Regardless of which team at a brand engages with influencers, relationship and trust building should be a top priority” — Konstanze Alex @Konstanze Share on X10 —Joshua Nite of TopRank Marketing
Our own content marketing manager Joshua Nite recently shared his insight on how B2B marketers can best work with influencers during the global health crisis, and in “How to Nurture B2B Influencer Relationships During the Pandemic” he offered a smart take on the similarities between influencers and friendships.
“Influence relationships operate by much the same rules as any friendship: Get to know the person, don’t talk about yourself too much, give something before you ask for anything, and be sensitive to their emotions and needs.” @NiteWrites Share on XWalk Your B2B Influencer Marketing Walk
Using the wise advice we’ve highlighted here from Rani, Ann, Amisha, Tom, Ty, Lee, Tamara, Konstanze, Ashley, and Joshua, you can walk your B2B influencer marketing walk with efforts that will take you on down the line to new heights in 2021 and beyond.
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.
* Adobe, SAP Ariba, Arm Treasure Data, and LinkedIn are TopRank Marketing clients.
