Increasing numbers of marketers are enthusiastic about the power of influencer marketing – and not just in the B2C marketing world. B2B marketers are also discovering that influencer marketing goes beyond things like asking bloggers to vouch for their products on Twitter in return for a free sample.
Professionals with clout are engaged in active digital conversations about things that matter to them with their audiences – audiences that contain buyers that are influenced about which products and services they buy. According to a study by Nielsen, 85% of consumers seek out trusted expert content when considering a purchase.
Aligned with these influencers, B2B brands can build relationships, speak to industry issues, and form mutually beneficial partnerships. As Lee wrote recently, influencer marketing can be a faster way to build thought leadership than creating it from scratch. We’ve been implementing B2B influencer content programs for ourselves and clients for several years. The impact has been substantial, creating greater awareness, consideration and authority for the B2B brands involved. We’ve also learned the importance of gaining consensus about what an influencer marketing program can achieve.
Savvy B2B marketers know that changes in marketing strategy and tactics require some convincing and support in order to be successful. Before you go full steam ahead with something new like an influencer marketing program, it’s important to get buy-in from executives, your stakeholders, and anybody else whose support is needed with marketing strategy decisions.
How to Get Executive Buy-In for Your B2B Influencer Marketing Program
