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5 Ways B2B Marketers Sabotage Influencer Marketing Success

Lee Odden
Lee Odden on Mar 1st, 2021
B2B Marketing, Influencer Marketing

Sabotage B2B influencer marketing

It is the nature of marketers to continuously evaluate the effectiveness of their efforts. The problem with this approach to marketing optimization is that it assumes effective execution of marketing strategies, which we all know, is often not the case. Poor execution is as often at fault for poor performance as much as the effectiveness or appropriateness of the tactic.

For nearly 10 years we’ve been engaged in influencer collaboration for B2B content marketing programs (like this one for Content Marketing Institute in 2012) and have worked with a wide range of B2B brands during that time. We’ve fielded multiple times that in inquiries and questions from B2B marketers about influencer marketing as well as conducting the first ever dedicated research study into B2B influencer marketing.  This depth of experience has provided unique and far reaching insight into how B2B brands understand and implement content marketing efforts in partnership with influencers – good, bad and otherwise.


5 Ways B2B Marketers Sabotage Influencer Marketing Success

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How to Elevate B2B Marketing with Always-On Influence #B2BMX

Lee Odden
Lee Odden on Feb 22nd, 2021
B2B Marketing, Influencer Marketing

Elevate B2B Marketing with Always-On Influence

While 96% of B2B marketers we surveyed in or State of B2B Influencer Marketing Report are confident about influencer marketing, the majority are still approaching influencer engagement on a periodic or campaign basis vs. Always-On. That short term approach is costly:

12X more B2B marketers are very successful by running Always-On influencer programs vs. those engaged in intermittent campaigns.

With all the challenges brought by the pandemic and uncertainty in the world, an increasing number of B2B marketers are working with influencers on an ongoing basis to create more trusted content with credible distribution and authentic engagement.

But it’s important to understand that there’s nothing wrong with running influencer campaigns. When a message, available experts and readiness of an audience all align with the right approach, you can see influencer content campaign outcomes like:


How to Elevate B2B Marketing with Always-On Influence #B2BMX

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Break Free B2B Marketing: Sarah Barnes-Humphrey of Shipz and The Art of Consistent Change

Susan Misukanis
Susan Misukanis on Feb 18th, 2021
B2B Marketing, Influencer Marketing, Video Interviews

Sarah Barnes-Humphrey Image

For more than a decade our team at TopRank Marketing has fostered a potent community of leading influencers, developing close relationships with subject matter experts in a wide variety of industries.

When it comes to B2B influencer marketing, it’s only natural to wonder just what an influencer actually looks like?

In our third season of Break Free B2B Marketing video interviews, we’re continuing in-depth conversations with a powerful selection of top B2B influencers, and taking a close look at the issues that each expert is influential about in their industry.

Every successful B2B influencer has a rare mix of the 5 Ps — proficiency, personality, publishing, promotion, and popularity — as our CEO Lee Odden has outlined in “5 Key Traits of the Best B2B Influencers.”


Break Free B2B Marketing: Sarah Barnes-Humphrey of Shipz and The Art of Consistent Change

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Why Influencer Marketing Should Be a Priority 2021 Tactic for B2B Brands

Lane Ellis
Lane Ellis on Feb 17th, 2021
B2B Marketing, Influencer Marketing

Smiling professional woman at computer.

Influencer marketing has seen increasing investment, and global brand spending is expected to reach up to $15 billion by 2022, nearly doubling the $8 billion the influencer marketing industry was worth in 2019, according to Business Insider Intelligence report data.

Other predictions forecast influencer marketing spending to grow to $13.8 billion in 2021 (Influencer Marketing Hub), and $24.1 billion by 2025 (MarketsandMarkets).

It’s become more common, however, for B2B marketers to lament, “I want to explore B2B influencer marketing, but how can I find the time and get the resources to do it?”

Let’s take a look at some of the factors that have led major B2B brands to shift so much more spending to influencer marketing — factors that when brought into focus will drive even the biggest skeptics to commit time and resources.


Why Influencer Marketing Should Be a Priority 2021 Tactic for B2B Brands

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How to Scale B2B Influencer Marketing: Operations, Process and Technology

Lee Odden
Lee Odden on Feb 15th, 2021
B2B Marketing, Influencer Marketing

B2B Influencer Marketing Operations

As a relationship driven business, influencer marketing for B2B companies can be resource intensive and time consuming. To scale while maintaining quality, creating processes and using software are as essential for influencer identification as it is for managing ongoing communications and performance reporting.

In our research for the State of B2B Influencer Marketing Research Report, we found B2B marketers that document an influencer marketing strategy and engagement approach, define processes, use software and elevate their internal operational expertise are much better suited to scale a high quality and successful influencer marketing program.

This post will dig further into the findings from the State of B2B Influencer Marketing concerning influencer marketing operations on everything from top challenges to best practices and process to software.


How to Scale B2B Influencer Marketing: Operations, Process and Technology

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Break Free B2B Marketing: Liam McIvor Martin of Time Doctor on The Revolutionary Power of Remote Work

Susan Misukanis
Susan Misukanis on Feb 11th, 2021
B2B Marketing, Influencer Marketing, Video Interviews

Liam McIvor Martin

For over a decade TopRank Marketing has fostered a community of influencers, developing close relationships with subject matter experts in a wide variety of industries.

When it comes to B2B influencer marketing, it’s only natural to wonder what an influencer actually looks like?

In our third season of Break Free B2B Marketing video interviews we’re continuing in-depth conversations with a powerful selection of top B2B influencers, and exploring the issues that each expert is influential about.

All successful B2B influencers have a rare mix of the 5 Ps — proficiency, personality, publishing, promotion, and popularity — as our CEO Lee Odden has outlined in “5 Key Traits of the Best B2B Influencers.”

Incorporating all of these qualities and more is Liam McIvor Martin, co-founder of Time Doctor, who we’re thrilled to be profiling today.


Break Free B2B Marketing: Liam McIvor Martin of Time Doctor on The Revolutionary Power of Remote Work

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How Successful B2B Marketers Integrate Influence in the Marketing Mix

Lee Odden
Lee Odden on Feb 8th, 2021
B2B Marketing, Influencer Marketing

B2B Influencer Marketing Integration

Influencer Marketing is a fast growing discipline for B2B marketers and while many brands view it as a stand alone tactic, mature marketers realize that influence can play a role across the customer lifecycle in virtually any business communication, content type or publishing channel.

There’s plenty of evidence to show that business customers do not limit their information discovery and consumption to single communication channels or content types. Neither should business marketers. That’s why savvy B2B marketers integrate influencer content across marketing disciplines from ABM to Public Relations to SEO to create the kinds of customer experiences that create credibility, reach and engagement.


How Successful B2B Marketers Integrate Influence in the Marketing Mix

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How to Accelerate 2021 B2B Marketing Success with Influencer Optimized Content

Lee Odden
Lee Odden on Feb 1st, 2021
B2B Marketing, Influencer Marketing

Influencer Optimized Content for B2B Marketing

According to the State of B2B Influencer Marketing Report, 96% of B2B marketers that engage influencers consider their program to be successful and 90% expect their budget for influencer marketing to increase or stay the same over the next 12 months.

Why the confidence? 77% of marketers say their prospective customers rely on advice from industry experts with 84% engaging influencers to create brand awareness and 69% counting on influencers for lead generation.

Influence plays a role across the entire B2B customer lifecycle from awareness to advocacy and with B2B marketing going decidedly digital during the pandemic and research showing few signs of reverting back to the old ways, the importance of peer, expert and influencer recommendations through social and digital media are more important than ever.


How to Accelerate 2021 B2B Marketing Success with Influencer Optimized Content

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How the Most Successful B2B Marketers Approach Influencer Marketing in 2021

Lee Odden
Lee Odden on Jan 11th, 2021
B2B Marketing, Influencer Marketing

Keys to Success B2B Influencer Marketing 2021

According to the 2020 State of B2B Influencer Marketing Report, 96% of B2B marketers that engage influencers consider their program to be successful and 90% expect their budget for influencer marketing to increase or stay the same over the next 12 months.

Why the confidence? 77% of marketers say their prospective customers rely on advice from industry experts with 84% engaging influencers to create brand awareness and 69% counting on influencers for lead generation.

Influence plays a role across the entire B2B customer lifecycle from awareness to advocacy and with B2B marketing going decidedly digital during the pandemic and uncertainty of 2020, the importance of peer, expert and influencer recommendations through social and digital media are more important than ever.


How the Most Successful B2B Marketers Approach Influencer Marketing in 2021

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45 B2B Influencer Marketing Statistics to Optimize Your 2021 Marketing

Lee Odden
Lee Odden on Jan 4th, 2021
B2B Marketing, Influencer Marketing

B2B influencer marketing statistics
We’ve finally turned the corner to 2021 and like many other marketers in the B2B world, I am ready to make this year better than ever. One source of inspiration I’ve found effective are the insights from industry research. That’s one of the main reasons we conducted the first research survey around B2B influencer marketing.

Having watched the growth of influence in marketing for B2B companies closely over the past 9 years, 2021 represents a significant opportunity for marketers to connect with the trusted voices in their industry to co-create content, inspire meaningful engagement and community, motivate authentic brand advocacy and boost influence of brand executives and subject matter experts as well as the brand itself.

The data for B2B influencer marketing are compelling:


45 B2B Influencer Marketing Statistics to Optimize Your 2021 Marketing

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Inside Influence 13: Tim Williams from Onalytica on Optimizing B2B Influencer Experiences

Lee Odden
Lee Odden on Dec 28th, 2020
B2B Marketing, Influencer Marketing

Tim Williams Onalytica

In this final 13th episode of Inside Influence where I talk with B2B marketing insiders about what’s working and what’s not in the world of influencer marketing, our perspective has shifted from B2B brands to the influencers themselves.

At TopRank Marketing, we conducted the first in-depth research into B2B influencer marketing which inspired this series and Onalytica recently conducted the first research study of B2B influencers to better understand influencer marketing from their perspective.

Any B2B marketer that wants a complete picture for success with B2B influencer marketing going into 2021 and beyond will benefit greatly from both reports:

  • The Current State & Future of B2B Influencer Marketing – Onalytica
  • 2020 State of B2B Influencer Marketing Research Report – TopRank Marketing

Inside Influence 13: Tim Williams from Onalytica on Optimizing B2B Influencer Experiences

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Inside Influence 12: Paul Dobson from Citrix on The Secret Sauce of B2B Influence: Authenticity

Lee Odden
Lee Odden on Dec 21st, 2020
B2B Marketing, Influencer Marketing

Paul Dobson Citrix

As with most marketing, there is no silver bullet to B2B influencer marketing but there are some essential best practices and strategies that have been proven time and time again. To uncover that secret sauce of working with B2B influencers, Episode 12 of the Inside Influence Show features Paul Dobson, Senior Director, Social and Influencer Marketing at Citrix.

In addition to a few highlights from the 2020 State of B2B Influencer Marketing report, we discussed Paul’s experience working with influencers at Citrix as well as:

  • Where influencer marketing fits in the mix at Citrix
  • Tips on being great at influencer marketing for a B2B technology brand
  • Influencer Marketing vs. Influencer Relations
  • The impact of influencer marketing on customer experience

Inside Influence 12: Paul Dobson from Citrix on The Secret Sauce of B2B Influence: Authenticity

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