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14 Expert B2B Influencer Marketing Predictions for 2021

What will B2B influencer marketing look like in 2021, and where will it take B2B marketers and brands when a post-pandemic world eventually arrives?

To help answer these questions we’ve gathered top B2B influencer marketing insights from both industry experts and our own team, and present our look at their predictions for 2021.

Let’s jump right in and see how top B2B influencer marketing practitioners expect 2021 to change the way we do business, and why it will likely be a breakout year for building influence.

1 — Anti-Marketing and The Real vs. The Ideal

Ann Boyd
Vice President of Communications, Rubrik

14 Expert B2B Influencer Marketing Predictions for 2021

5 Tips For Finding Your Authentic Marketing Identity

What do you think of when you see a person’s business title, and how do the role assumptions we all inevitably bring to the table affect our ability to market authentically?

Can we find our own more effective and authentic marketing identity and build greater business communication opportunities by ditching preconceived role beliefs?

Marketing has seen dwindling levels of trust in recent years, and as our CEO Lee Odden observed in his recent “In Search of Trust: How Authentic Content Drives Customer Experience,” building great customer experiences is an uphill battle if customers don’t trust brand communications.

86 percent of customers have said that authenticity is important when deciding what brands they like and support, which ought to make marketing that resonates with truth a key goal among forward-thinking B2B marketers.

5 Tips For Finding Your Authentic Marketing Identity

25 B2B Influencer Marketing Campaign & Engagement Ideas

In the business world, you don’t have to look far to see that the number of B2B companies engaged with influencer marketing is growing. As more companies are moving beyond experimentation to conducting pilots, sequential campaigns and always on programs, there is an increasing desire to expand how brands engage with business influencers.

To help B2B marketers solve that problem, I’m going to share a swipe file of sorts of different business influencer campaigns and engagement opportunities. Implementing just a few of these could help a company with a substantial amount of influencer program activity.

Of course just because you can, doesn’t mean you should! As with all effective marketing, it’s important to match up the campaign approach with the criteria for your customers and how they want to engage with influencer/brand content. Check out the list below and hopefully some good ideas will spark and ignite your 2020 B2B influencer marketing to new levels.

25 B2B Influencer Marketing Campaign & Engagement Ideas

Lessons From Our Top 10 Influencer Marketing Posts of 2019

2019 saw the continued rise in influencer marketing’s power and scope in both B2C and B2B industries. This continued the explosion of interest in the practice over the past two years, and with more practitioners than ever going all-in, influencer marketing has been a primary focus of what we have explored on our blog throughout the year.

We’re lucky to have some of the strongest B2B influencer marketing professionals contributing to the TopRank Marketing blog, including our CEO Lee Odden, Ashley Zeckman, Joshua Nite, Caitlin Burgess, Anne Leuman, Nick Nelson, Tiffani Allen, Debbie Friez, the author of this post, and Alexis Hall, among others.

Lessons From Our Top 10 Influencer Marketing Posts of 2019

From Ours to Yours, Happy Holidays, Marketers!

The snow is falling, fires are crackling, and the scents of pine and cinnamon fill the air. That’s right: It’s the most wonderful time of the year, marketers. It’s a time of celebration and reflection.

2019 was a magical year for the TopRank Marketing team. We had the honor of working with an incredible book of clients and industry influencers. We welcomed new team members. We experimented, innovated, and optimized the work we do. And 2020 looks just as bright.

To celebrate the year, the holiday season, and each other, the TopRank Marketing team enjoyed a few days of good old holiday fun. Get a glimpse of the fun below.

From Ours to Yours, Happy Holidays, Marketers!

Digital Marketing News: Brand Trust Survey, Top Social Posting Times, YouTube’s Comment Hiding, Amazon’s Ad Share Growth & More

2019 June 28 Sprout Social Chart

B2C, B2B Purchase Journeys Follow Similar Paths
A newly-released Forrester study shows that 52 percent of marketers have seen more similarities in B2B and B2C customer behavior the past two years, as B2B takes on more of the energy of B2C, just one of several findings of interest to digital marketers in the new research. CMO.com

5 key takeaways from the 2019 Edelman brand trust survey
Edelman has released its 2019 Trust Barometer report, showing that 75 percent of consumers value trust over trendiness, and a wide swatch of other digital marketing insights. AdAge

63% Marketers Struggle To Implementing AR in Advertising Reports, Unity Technologies
55.8 percent of creatives expect to consider an augmented reality (AR) campaign during the upcoming year, and 54.1 percent of those who have already used AR campaigns have been satisfied with the user engagement gained, two of the findings from a new study of AR in advertising. MarTech Advisor

Digital Marketing News: Brand Trust Survey, Top Social Posting Times, YouTube’s Comment Hiding, Amazon’s Ad Share Growth & More

Key B2B Takeaways From the 2019 Internet Trends Report

Colorful swirling tunnel image.

Mary Meeker, founder of venture capital firm Bond Capital and former Kleiner Perkins general partner, recently released her highly-anticipated 2019 Internet trends report, a slide deck she has produced since 1995 covering the state of global technology in the business world.

The report provides more data than ever — weighing in at 333 slides, topping last year’s count of 280 — and presents plenty for B2B marketers to think about when strategizing and planning budgets as we push towards 2020.

Let’s dig in and take a look at some of the insights relevant to B2B marketers contained in the new Meeker report.

General Challenges & Opportunities Ahead

The report paints a picture of a world where it’s more challenging than ever to find new growth in certain areas, but one that also shows very real opportunities in others, as we’ll explore.

Key B2B Takeaways From the 2019 Internet Trends Report

Digital Marketing News: Google Ad Auction Changes, Instagram’s Chronological Likes, & 3 New Marketing Studies

2019 May 17 Sprout Social Chart

Google shares details on how first price auctions in Google Ad Manager will work
Display and video ads sold with Google Ad Manager, Google’s ad server and publisher exchange, will get additional auction functionality aimed at removing Google’s “last look” outbidding advantage, while also bringing new minimum pricing strategies and rules, the search giant recently announced. Marketing Land

Instagram Separates New Likes on Posts, Adds Unfollower Stats for Creator Accounts
Instagram has tested showing most recent post likes first, along with adding unfollower statistics to Instagram Creator analytics data, features that could prove useful to digital marketers when eventually rolled out. Social Media Today

Digital Marketing News: Google Ad Auction Changes, Instagram’s Chronological Likes, & 3 New Marketing Studies

Digital Marketing News: LinkedIn’s Lookalike Launch, B2B’s Social Responsibility, & Twitter’s B2B Crackdown

2019 March 29 LinkedIn Chart

LinkedIn Announces New Data Partnership with Adobe to Improve Ad Targeting
LinkedIn announced a new partnership with Adobe that will bring a greater selection of LinkedIn’s (client) account-based marketing features to users of Adobe Experience Cloud, and expand ad targeting with Marketo Engage and Microsoft Dynamics 365 for Sales. Social Media Today

The Colossal Amount of Time Spent Consuming Media May Finally Be Flatlining, According to Nielsen Report
U.S. adults are still spending an average of 10 and a half hours consuming media — the same as in 2017 and 2018 — a signal that consumption time has plateaued, according to newly-released report data from Nielsen. Adweek

Digital Marketing News: LinkedIn’s Lookalike Launch, B2B’s Social Responsibility, & Twitter’s B2B Crackdown

Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing

Once upon a time, in a land of rainbows, butterflies, and evil content overload, a gripping love story is unfolding.

But this love affair isn’t what you’d expect — it’s no “Romeo and Juliet” or “Sleepless in Seattle.”

Rather, it’s an unlikely courtship with a bond sealed by three little words: Business-to-Business.

That’s right. We’ve said. The secret’s out. For the last decade, we’ve been head-over-heels in love with B2B content marketing.

We know what you’re thinking. B2B can’t hold a candle to B2C. B2B is boring. B2B lacks sex appeal. But you don’t know B2B like we do—she’s a knockout and a showstopper.

via GIPHY

What’s so darn attractive about B2B content marketing? Let us remind you of all there is to fall in love with.

Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing