B2B Marketing Blog - TopRank®

B2B Marketing views, news and interviews.

Contact Us

MENUMENU
  • Services
    • Influencer Marketing
      • B2B Influencer Marketing Pilot
    • Content Marketing
      • Virtual Events
    • Search Marketing
  • Marketing Resources
    • Resources
    • News
    • Newsletter
  • Industries
    • B2B Technology
    • IT Service Management
    • Project Management Software
    • Social Networks
    • Supply Chain
  • Blog
  • About Us
    • Meet the Team
    • Careers
  • Contact

One Simple Step to Elevate the Practice of B2B Influencer Marketing

Lane Ellis
Lane Ellis on Oct 4th, 2021
B2B Marketing, Influencer Marketing

B2B Influencer Marketing Survey

The uncertainty of 2020 created an environment of rapid digital transformation for B2B brands that impacted every area of business including marketing. B2B brands pivoted pre-pandemic marketing strategies to new go to market models for a digital first customer that in many cases is less trusting of traditional sources of information and paying more attention to industry peers, experts and influencers.

So what do these changes mean for the rest of 2021 and into 2022? Will B2B marketers continue to rely on partnering with trusted voices in the industry to drive full funnel impact for their marketing? Answers to these questions and more are essential in order for B2B brands to continue in their efforts to innovate on marketing effectiveness, differentiate from the competition and accelerate the sales journey. B2B marketing has evolved over the past 18 months and will continue to evolve with your help.


One Simple Step to Elevate the Practice of B2B Influencer Marketing

Leave a Comment

Inside B2B Influence: Brian Solis of Salesforce on the Future of Influence in B2B Marketing

Lee Odden
Lee Odden on Sep 19th, 2021
B2B Marketing, Influencer Marketing

Brian Solis

If this is your first time, Inside B2B Influence is a podcast series that goes behind the scenes of B2B marketing and highlights insights with top business executives on influencer marketing for B2B companies. At TopRank Marketing we’re doing our best to connect readers and listeners with B2B marketing insiders on strategies, trends, tactics and the future to elevate the practice of growing influence within and outside of B2B brands.

In Episode 17 of Inside B2B Influence we have a returning guest who needs little introduction given his accomplishments and yet, we’d all be missing out if I did not mention that Brian Solis is Global Innovation Evangelist at Salesforce, an 8X best selling author, global keynote speaker, digital pioneer and has been a good friend for over 10 years.


Inside B2B Influence: Brian Solis of Salesforce on the Future of Influence in B2B Marketing

Leave a Comment

Unite with Might: 12 Top Ways Successful B2B Influencers Are Building Powerful Marketing Collaborations

Lane Ellis
Lane Ellis on Sep 15th, 2021
B2B Marketing, Influencer Marketing

Collaborating businesspeople silhouette image.

How can B2B marketers build powerful and enduring collaborations using influencers?

There are more tactics available today than ever for influencer collaboration in the B2B space, but how can marketers find those that are actually achieving ongoing success?

We’ve been fortunate to feature top influencers from a number of industries in our third season of the Break Free B2B Marketing series of video interviews, and we wanted to share their top tactics for both being an influencer in the B2B space, and for improving collaboration.

Let’s dig in and learn how 12 subject matter experts are creating powerful collaborations between influencers and brands, with insightful tactics you can implement in your own marketing efforts as we head toward 2022.

Ramon Ray of Smart Hustle Media

@ramonray
Founder, Smart Hustle Media


Unite with Might: 12 Top Ways Successful B2B Influencers Are Building Powerful Marketing Collaborations

Leave a Comment

Inside B2B Influence: Sarita Rao of AT&T on Growing B2B Executive Influence with Social Media

Lee Odden
Lee Odden on Sep 13th, 2021
B2B Marketing, Influencer Marketing

Sarita Rao AT&T
Inside B2B Influence is a podcast and video series that goes behind the scenes of B2B marketing and highlights insights with top business executives on marketing for B2B companies. We’re doing our best here at TopRank Marketing Blog to elevate the practice of growing influence within and outside of B2B brands to drive thought leadership, create demand and grow revenue.

Episode 16 of Inside B2B Influence features a discussion with Sarita Rao (@saritasayso), who is President, Integrated and Partner Solutions at AT&T. Sarita contributed her expertise to the State of B2B Influencer Marketing Report last year and I have been following her closely (and learning) on LinkedIn and Twitter ever since.


Inside B2B Influence: Sarita Rao of AT&T on Growing B2B Executive Influence with Social Media

Leave a Comment

5 Tips for Promoting B2B Content Co-Created with Influencers

Debbie Friez
Debbie Friez on Sep 8th, 2021
B2B Marketing, Content Marketing, Influencer Marketing

5 Tips Promote B2B Influencer Content

Working with influencers creates an amazing opportunity to co-create and co-promote content for B2B brands. The brand can promote the influencer and vice versa. It’s a win-win.

Along with the win comes a responsibility to promote your B2B marketing content in a way that captures attention. It’s social media marketing after-all. To help you get the most out of  your investment in content collaborations with influencers, here are 5 tips to spice up your social media posts. Follow this advice and the valuable content your influencers have helped you create will better reach, engage and inspire your customers.


5 Tips for Promoting B2B Content Co-Created with Influencers

Leave a Comment

How to Elevate Post Pandemic B2B Marketing with Always-On Influence

Lee Odden
Lee Odden on Aug 30th, 2021
B2B Marketing, Influencer Marketing

Always-On B2B Influencer Marketing

As we collect data for the new State of B2B Influencer Marketing Report, it remains to be seen whether last year’s 96% of B2B marketers feeling confident about influencer marketing will come out, especially after the effects of the pandemic. With the shift in B2B go to market models towards digital first, influencer engagement has increased for many marketers as an alternative to spending on field marketing, real-world events and trade shows.

As B2B buyers increasingly rely on digital sources of information, stats like 74% of B2B marketers say influencer marketing impacts customer and prospect experience, become even more important. While that confidence before and since the pandemic has opened doors to many more B2B brands experimenting with, piloting and becoming more familiar with influencer engagement, that increase in activity has increased competition. So how can B2B brands raise the bar on their influencer marketing efforts?


How to Elevate Post Pandemic B2B Marketing with Always-On Influence

Leave a Comment

Three Use Cases That Connect the Dots Between Influence and B2B Marketing Results

Lee Odden
Lee Odden on Aug 23rd, 2021
B2B Marketing, Influencer Marketing

Use Cases B2B Influencer Marketing

Last week I talked about where B2B Marketers are seeing the most impact from influencer marketing efforts based on the research done with hundreds of marketers for the State of B2B Influencer Marketing Report. Three of those specific areas where influence can help B2B brands optimize for greater marketing impact include brand, growing the influence of key executives and driving leads / sales.

While just about everyone in B2B Marketing is aware of how working with influencers can add relevance, reach and engagement to content, not everyone makes the connection between their particular business problem and the influence solution. Here are three examples from many that can help you connect the dots.

Build Credible Awareness of Your Brand with Customers

Business Problem: The industry is not aware of your brand, solution or your category.


Three Use Cases That Connect the Dots Between Influence and B2B Marketing Results

Leave a Comment

Where B2B Marketers See the Most Impact from Influencer Marketing

Lee Odden
Lee Odden on Aug 16th, 2021
B2B Marketing, Influencer Marketing

B2B Influencer Marketing ImpactSophisticated B2B marketers understand that the effectiveness of a given strategy or set of tactics is tied to goals.

When it comes to influence, there are applications across the customer lifecycle from increasing reach and attention from hard to connect with audiences to creating more credible and authentic content experiences to improving trust and inspiring decision making.

Of course, working with external influencers and improving the influence of internal experts is not a silver bullet across all marketing goals. However, in our research on influencer marketing for B2B brands, there are some outcomes where marketers are seeing greater impact.

Rather than simply provide a laundry list of the highest impact marketing outcomes, I’ve clustered similar goals together to provide more category level insight into where B2B marketers have seen the most success when working with influencers.


Where B2B Marketers See the Most Impact from Influencer Marketing

Leave a Comment

7 Questions B2B Marketers Need to Answer About Influencer Marketing

Lee Odden
Lee Odden on Aug 2nd, 2021
B2B Marketing, Influencer Marketing

Essential B2B Influencer Marketing Questions

Diminishing organic social reach, distrust of brand marketing and information overload makes reaching and engaging today’s B2B buyer harder than ever. On top of that, the major changes brought by the pandemic have created new challenges and opportunities for B2B companies to better attract and engage customers in meaningful ways.

Out of the pandemic and the shift to digital first go-to-market approaches for B2B companies, Influencer Marketing has emerged as one of the most effective ways to connect with customers to create better experiences. Despite substantial growth in the discipline from best practices to software, many B2B brands are still experimenting or simply don’t know how to identify, engage and activate influencers.


7 Questions B2B Marketers Need to Answer About Influencer Marketing

Leave a Comment

Share Your Expertise in the 2021 State of B2B Influencer Marketing Survey

Lee Odden
Lee Odden on Jul 19th, 2021
B2B Marketing, Influencer Marketing

2021 B2B influencer marketing survey

The past year or more has taught B2B marketer many lessons, especially the importance of creating digital first experiences that are credible, authentic and relevant to specific buyers. As part of the digital transformation of marketing, many B2B companies have adjusted their go-to-market approach to satisfy the changing customer expectations that have evolved during the pandemic.

One of those adjustments in B2B marketing has been the increasing role of influence in delivering  credible, authentic and relevant digital experiences. Our initial B2B Influencer Marketing research from 2020 showed that going into the pandemic, confidence in working with B2B influencers was very high as were expectations of outcomes.

Despite the growing confidence in working with B2B influencers over the past year, today there are important questions to be answered as more B2B brands enter the realm of influence and grow more sophisticated with the practice.


Share Your Expertise in the 2021 State of B2B Influencer Marketing Survey

Leave a Comment

Inside B2B Influence: Justin Levy of Demandbase on Optimizing B2B Marketing with Influence

Lee Odden
Lee Odden on Jul 5th, 2021
B2B Marketing, Influencer Marketing

Justin Levy Inside B2B Influencer Marketing

If you’re new to this series, Inside B2B Influence is a podcast and video series that goes behind the scenes of B2B marketing and showcases conversations with industry experts on influencer marketing for B2B companies. We’re doing our best here at  TopRank Marketing Blog to elevate the practice of growing influence within and outside of B2B brands to drive thought leadership, create demand and grow revenue.

In Episode 15 of Inside B2B Influence, Justin Levy, (@justinlevy) Director of Social and Influencer Marketing at Demandbase (client) and I connected to help answer some key questions about working with influencers at a technology company. I’ve known Justin for many years and we’re both members of the esteemed Marketing Fitness Group on Facebook. His work with influencers goes all the way back to when he and Chris Brogan ran a marketing agency back in 2008.


Inside B2B Influence: Justin Levy of Demandbase on Optimizing B2B Marketing with Influence

Leave a Comment

Mindful Marketing: 5 Uncommon Ways To Work With B2B Influencers

Lane Ellis
Lane Ellis on Jun 30th, 2021
B2B Marketing, Influencer Marketing

Businesswoman in wild glasses against an unusual orange striped background image.

What are some uncommon ways B2B marketers can successfully work with influencers?

One of the many advantages of working with subject matter experts (SMEs) who are influential in their industry is the sheer variety of ways that marketers can collaborate to build a mutually beneficial partnership.

While we’ve explored many of the traditional ways B2B marketers often work with influencers, we wanted to take a look at a few of the unusual ways collaboration is taking place.

Let’s dive right in, with examples from both SMEs and marketers who’ve implemented uncommon takes on the B2B influencer partnership that can help inspire your own influencer programs.

1 — From Influencer to Long-Term Friendship

ChrisPenn


Mindful Marketing: 5 Uncommon Ways To Work With B2B Influencers
  • « Previous Page
  • 1
  • 2
  • 3
  • 4
  • …
  • 21
  • Next Page »

LET’S GET SOCIAL

RSS Feed Twitter Facebook LinkedIn

Learn about:

SEE TOPRANK MARKETING SPEAK

How to Accelerate B2B Marketing Results by Working With Influencers Get Early Access to TopRank Marketing's 2022 State of B2B Influencer Marketing Research Report

SUBSCRIBE        

TOPRANK BLOGGING TEAM

TopRank Marketing Blogging Team

 

Optimize

RECOMMENDED RESOURCES

SEO Blogs

MARKETING BLOG RECOGNITION

CMI

Copyright © 2022 · TopRank Marketing

Return to top of page

Posting....

We use cookies to understand how you use our site and to improve your experience. This includes personalizing content and advertising. By continuing to use our site, you accept our use of cookies and revised Privacy Policy.