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Brandfluence – Why Growing Executive Influence is Essential for B2B Marketing

Lee Odden
Lee Odden on Mar 29th, 2021
B2B Marketing, Influencer Marketing

Brandfluence B2B Executive Influence

If there was one thing 2020 showed us in the B2B marketing world, it was the growing importance of influence in all aspects of the customer lifecycle from awareness to advocacy. People want to connect with other people, not some faceless brand.

The good news is that smart B2B marketers are putting a face to their brands through employee advocacy programs and building the visibility and influence of their key executives. But how should B2B brands approach the task of growing their brandfluence? At TopRank Marketing we deal in the business of influence and content in the B2B marketing world every day and here are 3 key trends we’re seeing drive an increase in focus on building executive influence:


Brandfluence – Why Growing Executive Influence is Essential for B2B Marketing

Choosing The Best B2B Influencers Is Key To Success — Here’s Why

Lane Ellis
Lane Ellis on Mar 24th, 2021
B2B Marketing, Influencer Marketing

Professional woman holding yes and no signs image.

Why is it important to find the right B2B influencers?

Are there right and wrong ways to approach the process of choosing the best B2B influencers?

The crucial task of selecting B2B influencers who will drive the greatest success for a brand isn’t a simple one, yet it’s one often shrouded in mystery — a question that we’ll explore utilizing a collection of do’s and don’ts.

39 percent of B2B marketers state their top challenge with influencer marketing is that the process is too manual, and only 25 percent of less successful influencer marketers use software versus half of the most successful to identify influencers, according to our State of B2B Influencer Marketing Report.


Choosing The Best B2B Influencers Is Key To Success — Here’s Why

How B2B Marketing Influencers Are Finding Success On New Social Channels

Debbie Friez
Debbie Friez on Mar 23rd, 2021
B2B Marketing, Influencer Marketing

Woman showing phone screen image.

In the world of social media, the only constant is change. Each platform continues to update and add new features, and new channels appear on a regular basis. With this change comes opportunities for B2B marketing influencers to share their thought leadership in new ways and have their voices heard.

I tapped top B2B influencers and thought leaders to see where they are finding successes on some of the newer social channels. Come along and let’s explore the social media maze with them.

Finding Business in the Clubhouse

If you are jumping on trends, don’t miss getting an invite to the audio-only Clubhouse app. TopRank Marketing CEO Lee Odden noted “audio and voice will continue to be a trend for information discovery, consumption and engagement in 2021.”


How B2B Marketing Influencers Are Finding Success On New Social Channels

20 Ways to Build B2B Executive Credibility and Thought Leadership

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

B2B thought leadership

The pandemic driven digital transformation of B2B marketing to digital first has created all new levels of competition for time, attention and trust. In this environment, the importance of building credibility is essential in order to deliver stand out customer experiences. But how?

B2B brand Thought Leadership certainly plays a role and as the trends in trust focus more on individuals over companies, the opportunity to optimize content experiences through executive thought leadership and influence are growing. The more influence B2B brand executives have, the more credibility the brand has.

But how? How can B2B marketers build awareness, credibility and influence of their key executives with content? Here are a few tried and true tactics that continue to work in today’s digital B2B environment:


20 Ways to Build B2B Executive Credibility and Thought Leadership

Break Free B2B Marketing: Nicole Brady of SAHM Reviews on the Importance of Empathy in Reaching Your Niche

Susan Misukanis
Susan Misukanis on Mar 18th, 2021
B2B Marketing, Influencer Marketing

Nicole Brady Image

For over a decade our team at TopRank Marketing has fostered a strong 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 natural to wonder just what an industry influencer actually looks like?

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

Each 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: Nicole Brady of SAHM Reviews on the Importance of Empathy in Reaching Your Niche

B2B Influencer Marketing Strategy: 5 Questions to Ask First

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

5 Questions for a B2B Influencer Marketing Strategy

It’s no mystery that we’re big fans of influencer marketing where B2B brands engage with industry experts and key opinion leaders to drive conversations, consideration and conversions.

Marketing leaders at B2B companies large and small are realizing how much influence can play a role in virtually every customer communication. As 2021 picks up steam, the practice of influencer marketing presents unique opportunities to optimize digitally transformed B2B marketing.

That said, while the role of influence can be universally present in content and communications, the approach that will work for any given B2B brand is by no means cookie cutter. Influencer engagement is not simply an advertising buy or some kind of programmatic marketing tactic. It’s simultaneously dynamic and open to certain kinds of optimization and scale through process, operations and expertise.


B2B Influencer Marketing Strategy: 5 Questions to Ask First

Break Free B2B Marketing: Eric Vanderburg of TCDI on The Changing Cybersecurity Landscape

Susan Misukanis
Susan Misukanis on Mar 11th, 2021
B2B Marketing, Influencer Marketing

Eric Vanderburg

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 industry 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: Eric Vanderburg of TCDI on The Changing Cybersecurity Landscape

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

How to Elevate B2B Marketing with Always-On Influence

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

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

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

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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