Influencer Marketing Programs for B2B and Consumer Brands

Influencer Marketing Programs for B2B and Consumer Brands

Learn about influencer marketing programs and the specific differences between managing them for B2B and consumer brands in 2021.

By: Michael Brito

Category: Influencer Marketing

Influencer marketing programs for consumer brands are easy to manage, launch and measure. It’s easy to write about too. That’s why it gets so much media attention in Forbes, Adweek, Digiday, and others. It’s sexy.

For consumer brands, if you have a cool product with mass consumer appeal, there are thousands of influential consumers (called creators) that you can “hire” and activate through paid campaigns. Influencer agencies like Hypr, OpenInfluence, and Clever have access to thousands of influencers as a part of their opt-in influencer network. All you need is a good idea, a sizable budget and they’ll take care of the rest.

Influencer Marketing Guide

It’s not so easy for B2B and technology brands and for a lot of reasons. B2B buyers distrust marketing. Ignore sales. Don’t click on paid search results. Install ad blockers. And they never read a press release. Also, there is a lack of innovation with B2B influencer marketing platforms.Here’s a quick breakdown of the similarities and differences for consumer and B2B brand influencer programs:

 

Here a few articles that might help put brand influencer programs in context:

You may also find this white paper I wrote helpful, Scaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing. This influencer marketing eBook will also give you more context on how to manage brand influencer marketing programs.


Please let me know if you have any questions or comments about influencer market programs or platforms. You can find me on Twitter or LinkedIn.

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