Marketers should build relationships with B2B influencers instead of seeing them as content distribution channels.
Though influencer marketing can be an effective strategy to drive sales in both B2B and B2C, their approach towards influencers should be different. B2B influencers are generally subject matter experts, but they may lack content creation skills like B2C influencers.
Unlike B2C influencers, B2B influencers may not have deep insights on audience, performance and content creation. But partnering with the right B2B influencer based on content relevance and resonance with their audience can help brands get buyer attention and win consumer trust.
The output of B2B content can be in any form ranging from text, video to VR. The author says that by combining brand objectives and audience interests, SAP’s influencer campaign was able to drive conversions, activate relationships and better achieve marketing goals.
[7 minute read]