The focus of Always On Influence for B2B brands is to establish and maintain relationships with business influencers through content co-creation, engagement and various types of activations that create and reinforce brand thought leadership.
In fact, those strong relationships with industry experts create value for driving marketing performance across the entire customer lifecycle from awareness, to purchase to advocacy. There are many of examples of B2B brands implementing ongoing influencer programs and having impact.
When the COVID-19 pandemic came along, many B2B marketers took a moment to evaluate whether their marketing programs were a fit, taking care not to sound tone deaf or too opportunistic. With the current movement about racial justice and equality, even more considerations are at hand with all social channels rich with messages about social change and little with commercial intent.