In this final 13th episode of Inside Influence where I talk with B2B marketing insiders about what’s working and what’s not in the world of influencer marketing, our perspective has shifted from B2B brands to the influencers themselves.
At TopRank Marketing, we conducted the first in-depth research into B2B influencer marketing which inspired this series and Onalytica recently conducted the first research study of B2B influencers to better understand influencer marketing from their perspective.
Any B2B marketer that wants a complete picture for success with B2B influencer marketing going into 2021 and beyond will benefit greatly from both reports:
The Current State & Future of B2B Influencer Marketing – Onalytica
2020 State of B2B Influencer Marketing Research Report – TopRank Marketing
To drill down into the insights around the Onalytica report, I talked with Tim Williams, CEO. We covered:
About Onalytica as a B2B influencer marketing platform
Tim’s role as CEO at Onalytica
The current state of B2B influencer marketing
The impact of COVID-19 on B2B influencer marketing
Why Always-On influencer marketing is good for both brands and influencers
How to convince more B2B brands to focus on the experience they create for influencers as much as they do for customers
Opportunities for B2B companies to leverage both external influencers and employee influencers for marketing
B2B influencer engagement trends for 2021
What B2B marketers can do to better showcase influencer expertise in content
What B2B brands can expect if they hire an agency
What to be optimistic about with influencer marketing post-pandemic