In this video, I make a case for why you should invest in research and planning before you launch your B2B influencer marketing program. Many marketers like to skip this step, and I can understand why. It takes time, effort, and investment to get real value from researching the influencer ecosystem. And many times, you won’t see the results right away.
Let me summarize the video quickly. Influencers in the tech community are driving the conversation about innovation, new products, and the topics driving your business. In many cases, these influencers are journalists, first, second and third-tier analysts, CIOs, and other executives from companies. They are influencing your B2B buyers based on their words and behaviors.
Influencer marketing research can give you the insights you need to understand those topics specific to the vernacular, keywords, and hashtags they use in their social media conversations. But the work doesn’t stop there.
It’s up to you to leverage those insights and weave them into your messaging across all your channels across the entire PESO marketing model. Planning your B2B influencer marketing program should always involve research and data.