B2B influencer marketing
Posted: Tue Feb 18, 2025 4:25 am
“B2B influencer marketing is only getting more nuanced and integrated,” notes Mandy McEwen, Founder & CEO, Mod Girl Marketing. “The key will be authenticity and genuine expertise. Influencers will need to truly stand out with their deep understanding, unique insights, and actual use cases for the brands they represent. Moving beyond simple “pay per post” models, these influencers are pivotal in shaping industry conversations and driving meaningful engagement.”
It’s a two-fold future, notes Jonathan Steiert, Sr. Content venezuela telegram data Marketing Manager, NetLine. “First, we’ll see more boutique relationships between brands and personalities of influence (shout to my guy Jason Falls for the term). NetLine’s experience with influencer campaigns revealed that some influencers were solely motivated by money — which savvy B2B professionals can easily detect. Success will come from deeper, authentic brand-to-influencer relationships that align with ideal customer profiles and genuine interest in the brand and its products.”
“Second,” Jonathan adds, “brands will increasingly (and should) leverage their own employees as influencers. Employees understand the brand best and can convincingly articulate how products solve problems. The challenge will be fostering participation and maintaining the trust of employees’ networks.”
Emerging platforms for
Remember the good old days when you could find all the cool kids on Twitter? Well, now the B2B thought leaders are on LinkedIn. But, maybe, next year they will be most prominent on Threads or TikTok?
“While LinkedIn will continue to be the preferred platform for B2B companies, we’ll begin seeing an increase by B2B companies in engaging influencers on platforms such as TikTok where these industry thought leaders have also spent time building large and engaged audiences,” comments Justin Levy, Head of Social Media, Influencer Marketing & Community, ZoomInfo.
It’s a two-fold future, notes Jonathan Steiert, Sr. Content venezuela telegram data Marketing Manager, NetLine. “First, we’ll see more boutique relationships between brands and personalities of influence (shout to my guy Jason Falls for the term). NetLine’s experience with influencer campaigns revealed that some influencers were solely motivated by money — which savvy B2B professionals can easily detect. Success will come from deeper, authentic brand-to-influencer relationships that align with ideal customer profiles and genuine interest in the brand and its products.”
“Second,” Jonathan adds, “brands will increasingly (and should) leverage their own employees as influencers. Employees understand the brand best and can convincingly articulate how products solve problems. The challenge will be fostering participation and maintaining the trust of employees’ networks.”
Emerging platforms for
Remember the good old days when you could find all the cool kids on Twitter? Well, now the B2B thought leaders are on LinkedIn. But, maybe, next year they will be most prominent on Threads or TikTok?
“While LinkedIn will continue to be the preferred platform for B2B companies, we’ll begin seeing an increase by B2B companies in engaging influencers on platforms such as TikTok where these industry thought leaders have also spent time building large and engaged audiences,” comments Justin Levy, Head of Social Media, Influencer Marketing & Community, ZoomInfo.