As influencer marketing becomes an increasingly important part of B2B marketing, marketers are learning it can be a tough nut to crack.
In this episode, Kaylee Edmondson, Advisor at Chili Piper and Director of Demand Generation at Brightwheel, joins Mark Huber, Head of Brand & Product Marketing at Metadata, to discuss the B2B influencer marketing landscape in 2022 and how marketers should approach it.
For more on influencer marketing strategies for B2B brands, listen to the full episode with Kaylee or keep reading for our top takeaways.
Three top takeaways:
Takeaway 1: Influencer marketing is becoming a core part of B2B marketing
When you hear the word ‘influencers,’ you probably think of Instagram celebrities promoting skincare products, sportswear, or meal replacement drinks.
But, in the B2B world, influencer marketing is quickly becoming a major component of modern marketing strategies.
B2B brands want to trust, believe, and have something in common with the brands they look to work with, and influencers are a great way to bridge that gap and develop a connection.
Takeaway 2: It can’t be tracked in traditional ways
Marketing isn’t a 1+1=2 kind of game…and influencer marketing certainly isn’t either. You can’t track and measure the impact of influencer marketing like you can with other marketing strategies or campaigns.
But Kaylee explains how she worked with a boss with extensive experience at Red Bull. And he taught her that a self-reported attribution model can work really well.
Takeaway 3: Ask whether a potential influencer matches your brand
Before teaming up with an influencer as a B2B brand, it’s important that the influencer matches the brand to a tee.
Does your brand have something obvious in common with them? Does the partnership make sense based on your current business model, target audience, or brand values?
Making these decisions wisely can allow you to maximize the potential of your brand collaboration. Plus, it helps market more successfully with influencers.