Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:
B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.
As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.
One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it’s just not the only thing.