Influencer Marketing for B2B

Influencer marketing has become quite a productive marketing strategy for B2B and B2C brands alike. It’s easy to feel bombarded by interruptive ads every day and tune them out, which makes it difficult for marketers like us to do our jobs. However, with influencer marketing, brands can get in front of the right people with an advocate they trust.
In short, influencer marketing is when brands use and focus on key leaders to drive brand messaging to the larger market. Rather than marketing directly to a large group of consumers, we inspire and hire influencers to get the word out for us. Influencer marketing goes hand-in-hand with social media marketing, and the influencers use their highly engaging and followed channels to spread the buzz about a product they like.
Example: CEO Marc Benioff for Salesforce.

Here at Burns, we look at influencer marketing a little differently than the B2C agencies out there. By developing relationships with industry experts in our clients’ industries, B2B companies can tap into many benefits, especially when it comes to collaborations on events and content.

We like to focus on people who are influential with our clients’ audience, rather than someone super flashy with tons of followers.

Just because you’re a B2B marketer doesn’t mean you should dismiss influencer marketing. Rethink your perspective on who an influencer can be and tap into resources you haven’t thought about before.
With the help of influencer marketing, you can add an authentic voice to content that helps increase your reach to coveted influencer networks and communities.