It’s critical that working with technology influencers is part of your overall B2B marketing strategies and programs. In the below video, I highlight a few data points from Onalytica’s State of B2B Influencer Marketing report that was published last year. Hope you enjoy the video and please subscribe to my Youtube channel to be the notified when new videos are added.
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Before jumping into the report, I wanted to say that when B2B influencer marketing is done right, and if these technology influencers are creating content, the shelf life of that content is forever. Mainly because the content they create typically ranks really well in Google and we all know that B2B buyers spend a lot of time in Google researching products and services.
What’s interesting about this report is that the respondents weren’t necessarily marketers who work for large brands. We actually decided to survey the technology influencers that are being hired and or engaged with . We wanted to understand their preferences in working with companies, as well as the types of work that they are being hired to do.
One datapoint that caught my eye was that 72% of the influencers say that they would be willing to work with the brand for free. Now I totally understand the rationale behind this. Influencers do want to prove their value and are willing to create content and or engage with the brand to do so.
Another data point that I found is interesting is that 28% of the influencers prefer that an internal marketing person reaches out to them for some type of collaboration. And only four percent prefer to work directly through agencies. I certainly did not take this personally, but I wonder if influencers know that agencies work with a variety of companies across multiple industries so partnerships with them would be beneficial on so many levels.
And the last data point that I will mention is that 70% of the technology influencers say that when research is done prior to launching a campaign, It usually performs exponentially higher than if there wasn’t research at all.
This hit home for me on many levels.
I’m a firm believer that in some cases brands don’t necessarily have to launch an influencer campaign in order to have a successful program. In fact, I would argue that companies who just research and identify technology influencers, and use those insights to inform all outbound marketing and communications, that it will be considered a successful program. I also believe that all B2B marketing strategies and campaigns should incorporate influencer programs on some level, whether it’s just research or an activation.