Influencer Marketing is positioned to address some of the key B2B marketing challenges of our time: declining buyer trust, improving content quality, reach and effectiveness.
On top of that, business marketers are now faced with the additional challenge of in-person marketing being taken out of the mix with many shifting to pure digital and and purpose driven programs.
Influencer Marketing presents an even greater opportunity for B2B brands in an all-digital environment to attract and engage customers with authentic content that builds trust.
While there’s plenty of momentum and recent attention towards influencer marketing for B2B companies, the majority of research on the topic has been covered broadly or focused on B2C influencer marketing. Many blogs and publications including this one have cited B2C statistics and examples in the hopes of a correlation to B2B. But it’s just not the same thing.
Fyre Festival references and comparisons to Kardashians when understanding the possibilities with B2B influencer marketing isn’t helping anyone.
To give the B2B world some clarity, TopRank Marketing has launched the 2020 State of B2B Influencer Marketing Study. Our goal is to help demystify the top challenges, best practices of top performers, operations, software and future directions of influence for business to business marketers.
Survey respondents can get early access to the report PLUS they can also enter to win a $500 Amazon gift card.
We’ve been capturing responses for several weeks and despite all that is going on right now, the survey has been well received. Marketers from B2B companies of all sizes including many of the top B2B brands in the world have taken the survey and the insights so far are compelling to say the least.
If you work in B2B marketing and have tested influencer projects, implemented campaigns or are currently running ongoing influencer marketing programs, I invite you to take the survey today.
With the 2020 State of B2B Influencer Marketing Study, we’ll finally have valid statistics based on actual B2B practitioners sharing their successes, challenges, strategies, tactics, measurement, operations, software and trends insights. Now, more than ever, we need clarity on what influencer marketing means for the B2B world as we navigate these challenging times and beyond.
Big thanks to MarketingProfs, Content Marketing Institute and B2B Ignite USA for their media partnerships to get the word out on the survey. We’ll be sharing multiple additional media sponsors soon. I would also like to thank Mantis Research for their research services.
About Lee Odden
@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he’s the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he’s likely running, traveling or cooking up something new.
