What does being an influencer really mean in the B2B world?
The classic B2C influencer is someone with a big following on social media, someone who makes a living doing makeup tutorials or cosplay or skateboarding tricks. Brands who want to reach their audience can simply provide free products or sponsor a post — it’s inherently transactional.
But for B2B, the question is a little trickier. B2B influencers are very rarely celebrities with millions of followers. For example, given enough time and money, you could get Taylor Swift to endorse your hybrid cloud solution. But would her endorsement really persuade your audience?
You can’t judge influence in B2B by follower counts alone. There are multiple ways that people can be influential in the B2B space. Which type of influencer your project needs will vary depending on your goals.