For Successful B2B Marketers The Engine of Influence is Always On #B2BIMReport

August 05, 2020

By Lee Odden

B2B Engine of Influence Always On

As the need for B2B brands to reach and connect authentically with customers rises, B2B influencer marketers are evolving from transactional and intermittent campaigns to more relationship driven, Always-On Influencer engagement programs as our research from the 2020 State of B2B Influencer Marketing report found:

  • 19% are piloting
  • 25% run periodic campaigns
  • 34% use an Always-On approach

Transactional campaign approaches are hard pressed to develop brand loyalty and advocacy. That’s why, with 84% of B2B marketers focused on building brand awareness with their influencer marketing efforts, that ongoing influencer engagement has become essential for creating vested relationships that inspire more qualitative activations and brand advocacy.

The Engine of Influence needs to run ongoing in order to win relationships with the most trusted voices. Our findings amongst B2B marketers have found several interesting insights when it comes to an Always-On approach to influencer relations compared to campaigns, the best practices followed and what Always-On influence in action really looks like.

Influencer Marketing is a Relationship Business

Distractions and competition for attention with B2B customers are at an all-time high. At the same time, B2B marketers are challenged to find the right strategies to maximize resources and marketing impact. Our research found that 76% of B2B marketers find the strategy of working with influencers through Always-On engagement or a combination of Always-On and campaigns, delivers results.

In the world of business, many decisions are made based on emotion, brand strength and the trust of expert voices. B2B marketers who build relationships with trusted experts understand the value of having brand advocates engage authentically with hard to reach audiences that increasingly discount brand communications. An Always-On approach to influencer marketing provides a framework for finding, engaging and elevating relationships with those very experts that customers trust and want to hear from.

The Always-On Imperative for B2B Brands

In today’s uncertain environment, brand reach and credibility are more important than ever. Some of the top B2B brands in the world have invested in developing communities of industry experts through Always-On influencer marketing that they can count on for social engagement, event activations, and brand advocacy.

Our research found that B2B marketers using an Always-On influencer marketing strategy are seeing important benefits including:

  • 75% Increased views of brand content
  • 60% Increased share of voice
  • 55% Increased media mentions of brand
  • 50% Increased brand advocacy

Buyers want to trust the brands they work with and with brand trust at a low, it’s important for B2B companies to invest in relationships with credible experts that buyers do trust.

Being “always-on” has allowed our team to build meaningful relationships with influencers. This approach means that the relationship ceases to be “transactional” (what can you do for us) when we’re in a state of ongoing activity. Because of this foundation, we are in a situation where, when urgency strikes, we’ve been able to immediately activate influencers, whether it …read more

Source:: Top Rank Blog

      

amateurfetishist.com analonly.org todominate.org fullfamilyincest.com