Why Always-On Is Always Better for Driving B2B Influencer Marketing Success

Show of hands: How many of us brush our teeth at least twice a day? All of us? Great.

Now, a follow up question: Why?

The reasons are numerous, right? We care about maintaining our hygiene on a daily basis. We want to keep our smiles bright. We need to defend against offensive bad breath. We want to ensure the long-term health of our teeth, gums, and mouths. And, mostly, we want to successfully avoid pricey and painful dental work now and in the future.

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The moral here? With consistency and commitment we reap both short- and long-term benefits—and avoid a whole lot of pain. And the same is true when it comes to B2B influencer marketing.

As we like to say of consistency and commitment in marketing: “Always-on is always better.” However, most B2B marketers aren’t brushing as often as they should when it comes to influencer marketing. In fact, roughly 11% of B2B influencer marketing programs are ongoing. To put this into perspective, 48% of B2C influencer marketing programs are ongoing.

From building lasting relationships to enabling marketing scalability, an always-on approach to working with influencers is always, always, always better in our experience for several reasons. Today, we explore three of those reasons with the help of seasoned influencer marketing leaders at B2B brands.

#1 – Strong relationships are at the root of influencer marketing success—and relationships aren’t built in a day.

At its core, influencer marketing is all about brands engaging and developing relationships with individuals—individuals who have relevant topical expertise, reach, and resonance that aligns with the goals of the brand.

“It’s really about building a relationship that brings value to both parties,” Amisha Gandhi, Vice President of Influencer Marketing for SAP Ariba*, told us not long ago. “Companies should approach influencers as partners, not just as people that they can use for their marketing efforts and launches.”

However, strong, long-lasting relationships aren’t built overnight, rather they’re sewed over time.

“Success with influencer content is so much more than including a few famous people in a listicle post or quote roundup,” our own CEO Lee Odden says. “Competition for influencers is growing fast and there are only so many top influencers in each industry. It’s essential to create relationships now, long before you need to activate them.”

And as that demand for working with influencers increases, it will become more and more difficult to capture and hold their attention. By committing now to always-on relationship building and collaboration, every party can “come out ahead,” as Rani Mani, Head of Influencer Social Enablement at Adobe*, told us in a recent interview.

“We at Adobe pride ourselves on cultivating and nurturing long-term relationships with our influencers,” she shares. “We look at it as dating with an eye towards long-term commitment, which means we are always looking to establish a ‘give-to-get’ exchange where all parties come out ahead.”

And before your start to feel overwhelmed by the prospect of ongoing influencer nurturing and relationship building, don’t worry. Yes. It takes work. But by making it part of your integrated marketing strategy, you’ll have an opportunity to hone in on the specific characteristics and people who are the best matches for your brand.

“We used to think quantity was the key to everything,” Angela Lipscomb, Influencer Relations Manager for SAS, told us. “Now it is much more about quality over quantity. So, we’ve scaled back the scope of our engagement activities to focus on developing collaborative relationships with fewer individuals. That means that sometimes we focus on influencers who may not have the largest reach, but have greater engagement and subject-matter authority and the ability to inspire.”

#2 – Influencers can be an extension of your content marketing team.

Content is the strategic foundation of marketing. Period. But marketers frequently cite that consistently creating strategic, quality, engaging content is a top marketing challenge.

However, with an army of influential voices—an army that you’ve carefully cultivated and nurtured over time—you have a band of partners who can be an extension of your in-house content marketing team.

In addition, by co-creating content with influencers on a regular basis, you give influential experts with a steady medium to share valuable expertise and perspectives, as well as provide your audience a drumbeat of influential, insightful, on-brand content.

“Partnering with an influencer allows you to highlight your brand’s own existing narrative in a new way, so that you can reinforce the proof points you really want your customers to know,” Whitney Magnuson, Global Head of Social Media and Influencer Programs for IBM, told us not long ago.

Oh, and you can fill your editorial calendar, add flavor to your content campaigns, extend your audience reach—and the list goes on. And as Lee has said:

“For any kind of content a business creates and publishes to the world, there is an opportunity for collaboration with credible voices that have active networks interested in what those voices have to say.”

#3 – An always-on commitment to influencer marketing helps you refine, evolve, and scale your marketing efforts.

Marketers are in the business of driving results, which means we’re constantly reviewing our tactical mix and strategic priorities. This constant vigilance helps us grow in marketing sophistication so we can drive success at scale.

Simply put, we don’t set and forget—we optimize and evolve our approach to achieve success. But with just one-tenth of B2B influencer programs falling in the “ongoing” bucket … there’s immense opportunity for improvement and alignment. As Dr. Konnie Alex, Head of Corporate Influencer Relations for Dell*, shared with us:

“A sophisticated influencer program doesn’t rely on a single identification method or one-time vetting process to start and maintain a relationship with an influencer, but rather develops a scorecard that gets constantly reviewed and, most importantly, evolves as this emerging field matures. At this point, we review strategy, methods, tactics, and measurement on an ongoing basis.”

Konnie also said: “We have a number of strategic partners who never stop evolving or expanding their expertise. We value them highly and feel that they represent a reflection of our brand’s values and long-term vision.”

Speaking of long-term, an always-on approach to influencer marketing can help you strengthen all your other marketing efforts. How?

For one, you can keep a pulse on your evolving audience.

“Strategic partnerships with influencers provide for an outside-in view when creating content for our customers,” Konnie said. “We need to constantly ensure that, as a brand, we don’t start talking to ourselves, but keep a keen focus on the evolving challenges our customers have and on the language they use to express these challenges.”

And secondly, you can create better experiences that lead to real results.

“With influencer marketing, you’re looking to offer a better experience to your customers and deliver knowledge-based educational content with a third-party voice,” Amisha shared. “These experiences can be achieved through content, influencers speaking directly to customers, nurturing them through digital and high value assets. This approach with influencers will help you to drive sales journey and demonstrate pipeline touch.”

Smile for Always-On B2B Influencer Marketing

While many B2B brands are still cutting their teeth on influencer marketing, success and sophistication are rooted in giving the practice constant attention and care.

This commitment will not only help you grow lasting relationships with influential leaders in your industry, but also enable consistent, quality content creation and make a scalable impact on your overall marketing strategy.

Looking for more inspiration? Check out these five examples of B2B influencer marketing in action.

*Disclaimer: SAP, Adobe, and Dell are TopRank Marketing clients.