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For Successful B2B Marketers The Engine of Influence is Always On #B2BIMReport

B2B Engine of Influence Always On

As the need for B2B brands to reach and connect authentically with customers rises, B2B influencer marketers are evolving from transactional and intermittent campaigns to more relationship driven, Always-On Influencer engagement programs as our research from the 2020 State of B2B Influencer Marketing report found:

  • 19% are piloting
  • 25% run periodic campaigns
  • 34% use an Always-On approach

Transactional campaign approaches are hard pressed to develop brand loyalty and advocacy. That’s why, with 84% of B2B marketers focused on building brand awareness with their influencer marketing efforts, that ongoing influencer engagement has become essential for creating vested relationships that inspire more qualitative activations and brand advocacy.


For Successful B2B Marketers The Engine of Influence is Always On #B2BIMReport

6 New Rules for B2B Marketing in the COVID-19 Era

Joshua Nite
Joshua Nite on Aug 4th, 2020
B2B Marketing, Content Marketing, Influencer Marketing

B2B Marketing Rules Covid-19
I was supposed to go to an Alanis Morissette concert this July. When the pandemic hit hard in March, I wasn’t ready to cancel my ticket yet. Surely, surely we would have it sorted in time for an outdoor concert four months from now. I held out hope. Then, in June, she rescheduled for July, 2021. And now I’m wondering if that will be enough time.

Isn’t it ironic? 

Don’t you think?

All of which to say: This pandemic has been around for longer than we thought it would, and is looking to linger far longer than we would like. What seemed like a brief, surreal interlude to be gotten through has now become a reality to live with, at least for the time being.


6 New Rules for B2B Marketing in the COVID-19 Era

20 B2B Influencer Marketing Pros to Follow from Top Brands

B2B influencer marketing pros from top brands

Recently we published the 2020 State of B2B Influencer Marketing report after surveying hundreds of B2B marketers about their experiences, best practices, tools, budgets and plans for the future.

In an environment where B2B marketing is decidedly digital and marketers are hard pressed to squeeze more productivity out of fewer resources, credible information about marketing best practices, operations and trends for the future are in high demand. Judging by the response we’ve had to The State of B2B Influencer Marketing Report so far, we’re definitely meeting a need.

There is both optimism and an unrealized opportunity with influencer marketing for B2B companies. For evidence, check out these stats from the report:

  • 78% of B2B marketers believe prospects rely on advice from influencers

20 B2B Influencer Marketing Pros to Follow from Top Brands

2020 State of B2B Influencer Marketing Report from TopRank Marketing

B2B Influencer Marketing Report 2020

My team and I at TopRank Marketing are happy to announce the 2020 State of B2B Influencer Marketing Report!

Influencer Marketing has fast accelerated as a topic over the past few years with B2C influencers and brands getting the majority of attention. While consumer focused influencers have been impacted during the COVID-19 pandemic, B2B is a different story.

Whether in times of crisis or in competitive markets, B2B marketers are challenged to reach distracted buyers and create meaningful experiences that inspire trust, confidence and action.

As B2B marketers search for solid insight and leadership around marketing strategies to survive and thrive during this time of uncertainty, Influencer Marketing offers businesses a welcome dose of optimism.


2020 State of B2B Influencer Marketing Report from TopRank Marketing

B2B Influencer Marketing Advice from 9 Top B2B Influencers

Debbie Friez
Debbie Friez on Jul 23rd, 2020
B2B Marketing, Influencer Marketing

Human Figures Showing Influence Image

Top marketers understand the value of integrating influencer marketing into their marketing strategy. In fact, 55% of marketers believe they get better customers from influencer marketing according to an Influencer Marketing Hub survey. For B2B brands, influencer marketing is a way to partner with industry experts who can add value to the brand’s content.

As a brand, how can you provide mutual value and a great experience for the thought leaders you engage?

I went straight to some of my top sources to ask their thoughts on the best way for B2B brands to collaborate with them. What stood out to me, was the way their key points aligned with how a brand might develop a marketing strategy.


B2B Influencer Marketing Advice from 9 Top B2B Influencers

Always-On Influencer Marketing: Building Thought Leadership for B2B Brands

Thought Leadership Influencer Marketing

Thought Leadership is often a concept associated with individuals but brands, especially in B2B, can develop their thought leadership amongst the customer community as well. Thought Leadership is important for brands and individuals alike because trust is an issue for companies as people navigate misinformation, changing sources and become more skeptical of what brands and their people say.

What is thought leadership in 2020? Beyond publishing articles, speaking and writing books, Thought Leadership is about creating a reputation for expertise and authority within an industry. The notion is that becoming known for an area of expertise creates trust which can lead to consideration, evaluation and influence purchase behavior.

“Brands that cultivate a culture of Thought Leadership reap greater reputation and sales impact than those that do not”. Edelman LinkedIn B2B Thought Leadership Impact Study


Always-On Influencer Marketing: Building Thought Leadership for B2B Brands

Always On Influence: Costs Less and Better ROI – Here’s Why

Always On Influence ROI

Virtually every marketing tactic is under evaluation right now as B2B marketing departments react to the domino effect of changes in consumer spending during the pandemic. Many B2C marketers are putting a pause on their influencer marketing investments as the world of travel, hospitality, retail, sports and entertainment have changed dramatically.

In the business to business world, things have changed as well but not anywhere near as significantly and not always at the expense of lowered marketing budgets. The trend in B2B is digital and self serve from virtual events and prospect engagement to buyers now conducting the majority of their research and interactions on their own before making purchase decisions.


Always On Influence: Costs Less and Better ROI – Here’s Why

Three B2B Marketing Tactics That Will Outlast the COVID19 Pandemic

B2B Marketing Pandemic

Without question, the COVID-19 pandemic has had an impact on the B2B world with companies generally reducing marketing budgets. At the same time, many B2B companies are maintaining or increasing marketing spend as we’ve seen with most of our clients at TopRank Marketing.

While there has generally been a shift from explicit sales/push marketing content to brand messaging that is more aligned with the times and empathetic to customers, sales expectations still exist for B2B brands during the COVID-19 pandemic.

The challenge many B2B marketers are facing is to understand how to navigate both the short term changes in what works for customers in the current environment as as well as in the long term, post-crisis.


Three B2B Marketing Tactics That Will Outlast the COVID19 Pandemic

Always-On Influence: Why B2B Needs Brand Research & 11 Must-Ask Questions For Marketers

Lane Ellis
Lane Ellis on Jun 24th, 2020
B2B Marketing, Influencer Marketing

Business people over calendar at desk image.

What is brand research and why is it an important step in building a successful always-on  B2B influencer marketing program? What are the key facts you need to learn about a brand that will lead to the creation of a strong ongoing influencer program?

Doing brand research right is crucial for always-on B2B influencer marketing success, but where do you start, especially with the increased importance of brand empathy and authenticity?

Don’t worry, as in the third part of our ongoing #AlwaysOnInfluence series — following on the heels of “Always On Influence: Short Term vs. Long Term for Success During a Crisis” — we’ll take the time to show why brand research is key to building a B2B influencer marketing program that features the most relevant influencers.


Always-On Influence: Why B2B Needs Brand Research & 11 Must-Ask Questions For Marketers

How To Level Up Marketing Content From B2B Influencers

Joshua Nite
Joshua Nite on Jun 18th, 2020
B2B Marketing, Content Marketing, Influencer Marketing

Cameraman filming image.

Why do you even need a content person for influencer marketing?

After all, the influencers are providing the content. You just have to collect their pearls of wisdom, make them look pretty in a PDF, and you’re good to go, right?

I’ll confess, on my first influencer marketing project, I wasn’t quite sure what I was doing there. Over the last few years, however, I’ve come to understand the role that content marketers can play in shaping influencer content.

It’s the content lead’s job to shape the conversation with the influencer. We have to ask the right questions, and provide a structure and framework to elicit thoughtful, detailed responses.


How To Level Up Marketing Content From B2B Influencers

Always On Influence: Short Term vs. Long Term for Success During a Crisis

Always On Influence

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.


Always On Influence: Short Term vs. Long Term for Success During a Crisis

Why SEO & Influence are Critical to Pandemic Era Content Marketing

Pandemic Marketing SEO Influence
On this Memorial Day of 2020, it is important we remember those who have made the ultimate sacrifice serving our country – not only in the military, but those on the front lines of fighting the COVID-19 pandemic. Thank you to first responders, law enforcement, healthcare workers and all that support them!

The health and economic crisis we are all facing now compounds the many other uncertainties of our time including trust and expectations in the brands we buy from. The COVID-19 pandemic and our society’s reaction to it have changed the reality we have lived with into something different and very digital.


Why SEO & Influence are Critical to Pandemic Era Content Marketing