Influencer Marketing eBook: How to Grow Your B2B Program

This influencer marketing eBook is a blueprint to help marketers learn about influencer marketing and its importance for your brand. While there are some similarities with B2C influencer marketing, the approach, measurement, and activation are very different. This eBook is filled with actionable tips and considerations that will guide you in building a successful program.

From researching, planning, measuring, and activating influencers across all media channels to understanding the analytics of what defines actual influence.

This eBook is meant for those who work for a B2B or technology company and want to understand how to activate influencers across all media channels. It’s a step-by-step process based on real-world experience that helps you with every step.

Influencer Marketing eBook: A Quick Summary

The influencer marketing eBook is broken down into six sections:

  • The instability of the B2B buyer journey proves there is no direct path to purchase. The buyer’s journey is very dynamic and unpredictable. You need to use various marketing strategies to reach your target audience at each stage of the journey.
  • A summary analysis of what’s top of mind for B2B Buyers and IT Decision Makers based on primary research commissioned by Adobe. We took it one step further and conducted a conversational analysis of a similar audience around security and artificial intelligence. This data will help you understand how best to reach and engage your target audience. In any market, there are always macro-trends that will impact the decisions being made by buyers. In this section, we highlight some minor shifts that are taking place in both the business and IT buyer landscape.
  • A blueprint for launching, managing, and measuring influencer engagement, including identifying the right influencers, building a real-time social listening panel, and engaging with influencers using creative social content and digital assets.
  • An approach to paid influencer marketing programs includes 1:1 topical-based interviews, virtual panel discussions, co-creating content with influencers, and social chat activation. The pandemic shifted how we thought about and executed paid programs, and this approach should sustain for years.
  • Organic influencer marketing must be constant and serve as a drumbeat of daily content, while paid activations would be used for more campaign-related programs.
    An influencer measurement philosophy that delivers real business value.

Without going into too much detail, there are three ways to think about influencer marketing. This influencer eBook breaks it down in a couple of different ways.

The first is research. You can’t just go and start randomly picking influencers. You need to understand the topic, the audience, and what kind of message will resonate. This is why researching influencers is critical to understanding who is driving the conversation and how influential they are.

The second portion is about influencer engagement. This means targeting influencers with creative content and strategic paid social. Many sophisticated tech brands are replacing organic social with this approach because of higher engagement. Whatever you decide to do, it’s a best practice to go through an exercise of influencer mapping so you can see how the target influencers are connected.

Influencer eBook: Final Thoughts

This influencer marketing ebook was created based on real-world experience with launching and managing programs with some of the world’s largest B2B and technology brands. A recent report shows that 86% of B2B marketers work with influencers. And with the right program in place, you can use influencers to drive brand awareness, shift brand perception, engage new audiences, generate leads, and even close deals.

All that said, so you must include influencers in your digital marketing strategy. It’s table stakes.

I hope you enjoy this influencer marketing eBook.

Here are some additional influencer marketing eBooks that you might be interested in. Note: Some require an email address to download.

  • B2B Influencer Marketing Strategy: The Ultimate Guide for Success (Britopian)
  • Influencer Marketing: Identify the most relevant influencers for your audience (Audiense)
  • [eBook] The Complete Guide to Industry & B2B Influencer Marketing (Onalytica)
  • The Ultimate Influencer Marketing Guide (Uplfuence)
  • Social Media and Influencer Marketing for PR eBook (Cision)

Michael Brito

Michael Brito is a Digital OG. He’s been building brands online since Al Gore invented the Internet. You can connect with him on LinkedIn or Twitter.