I know what you’re thinking. Influencer marketing is for celebrities on Instagram and that most of the time, these relationships are inauthentic. You might even know of the stories of influencers and brands not even using the products they are paid to promote.
This leaves a bad taste in your mouth all by itself.
Then you throw in the idea that influencer marketing can be used in B2B and you say, “OK. That’s it. I’m not buying it.”
Maybe you should buy it because Magda Houalla, Director of Marketing Strategy at AspireIQ, says that influencer marketing can work very well in B2B.
If you are authentic.
If you treat it more like building a community than just selling.
If you link it to a higher business strategy.
If you have specific goals.
If you have the right expectations.
B2B brands have influencers. These influencers are authors, your best customers, bloggers in your space, developer advocates, consultants, the list can go on. You just have to identify these people, make sure they fit your values, and you can work with them to build community around the topic or space or market in which you do business.
Magda tells a story about how SAP invited 11 influencers to one of their new events to kick it off. It was a test. And it was successful.
It can be successful for you, too. If you listen to Magda.
Learn more:
AspireIQ’s website: https://www.aspireiq.com/helping-sells-radio
Magda Houalla on Linkedin: https://www.linkedin.com/in/magda-houalla-3484bb65/
192 Magda Houalla Influencer marketing in B2B works