B2B influencers are hitting the big time, says Caroline Coventry at Nelson Bostock (part of Accenture Song’s Unlimited Group) for our B2B focus. Best practice can help you ride the wave.
B2B influencer marketing is a term that’s been flying around boardrooms and creative cutting room floors. For good reason – when engaged correctly, influencers can provide important social proof that B2B customers can trust a brand.
It seems like everyone has their flavor of B2B influencer. So, whether you’re already doing it or want to be doing it, here we unpick what we mean by B2B influencers and the new rules of engagement.
As we all know too well, the B2B buyer journey isn’t a linear path trodden by a single decision-maker but rather a messy joystick back and forth between 6-10 decision-makers. Marketers and PRs are, therefore, continually looking at new ways to influence a myriad range of stakeholders.
Hype machine
A Dentsu study of B2B brands has found that ‘raising …