B2B businesses must pick influencers that will always remain influential about a chosen topic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 26, 2020, 12:21 PM UTC

Reach influencers (subject matter experts at the brand) must be part of the larger pool of influencers.

This article shares B2B influencer marketing trends that businesses must keep in mind while planning their strategies for 2021. Companies could do well to leverage influencer marketing in end-of-funnel activities to improve purchase intent, increase order volumes and more.

The piece highlights that the otherwise offline influence has now moved to digital amid the pandemic and so have the ways in which buyers determined a company’s relevance. Businesses must be mindful that influence is temporal.

While choosing an influencer, companies must determine whether said influencer will always be influential about a topic. Further, B2B marketers must track the conversations being driven by influencers to help implement optimisations, if any.   

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