Sophisticated B2B marketers understand that the effectiveness of a given strategy or set of tactics is tied to goals.
When it comes to influence, there are applications across the customer lifecycle from increasing reach and attention from hard to connect with audiences to creating more credible and authentic content experiences to improving trust and inspiring decision making.
Of course, working with external influencers and improving the influence of internal experts is not a silver bullet across all marketing goals. However, in our research on influencer marketing for B2B brands, there are some outcomes where marketers are seeing greater impact.
Rather than simply provide a laundry list of the highest impact marketing outcomes, I’ve clustered similar goals together to provide more category level insight into where B2B marketers have seen the most success when working with influencers.