As I’ve blogged previously, I’m a passionate B2B (business to business) technology geek. Give me some complicated network infrastructure or some cloud-based enterprise software to pitch to reporters, and I’m a happy PR person.
What I enjoy about B2B-focused products and services is that they use a unique and specialized language to reach their target audiences, one that is often times a lot more nuanced than B2C (business to consumer)-focused offerings. Selling a multi-million-dollar network infrastructure solution is a vastly different process than selling, for example, gummy vitamins.
Likewise, using influencers to drive sales and build awareness of a B2B product is a very different process than consumer-based influencer marketing programs. What exactly makes up an influencer? Steve Olensky in Forbes describes influencers as “personalities who are perceived as having an impact, an influence, with a business’ purchasing client base.” For example, using a popular Kardashian or Jenner family member to feature your product on Instagram (#sponsoredpost!) seems like a no-brainer for consumer-focused offerings like detox tea and sneakers, but the same strategy might fall flat for more complicated B2B products and services.
As Kaya Ismail writes in CMSWire, “With B2B marketing, you aren’t always trying to grab the attention of the masses. Usually, you just want to catch the eyes of target clients and their respected gatekeepers and decision makers.”
Therefore, B2B companies looking to leverage influencers and thought leaders are learning how to modify their campaigns to reach their specific target audiences. Ismail offers some strong examples of elements that B2B companies can use as part of an influencer campaign to build their brands, and ultimately bolster revenues:
Marketing collateral and other assets backed by influencers and thought leaders – This can include whitepapers, case studies, industry reports or webinars that include quotes, data and other insights from sources like industry analysts and other credible third parties.
Employee word-of-mouth – As Ismail writes, “In a B2B environment, influencers aren’t necessarily A-list celebrities.” Leveraging your employees to spread the word about a recent press release or company launch helps to position them as thought leaders, and drives traffic to your website to get more information. Using social channels like LinkedIn and Twitter help employees to spread information quickly to their followers, and make it easy for those audiences to re-tweet and continue amplifying the news and information.
Case studies and client testimonials – If done correctly, Ismail notes “businesses can amplify each testimonial into a fully-fledged B2B influencer marketing campaign.” Using video, for example, can create a more personal and authentic connection to the customer’s experience, which can elevate a simple case study into a shareable piece of content.
Additionally, MarTech contributor Jake Athey recommends that for B2B technology companies in particularly, it’s a good practice to think of influencers across three main categories: Experts, Implementers and Users.
- Industry analysts like Gartner and Forrester, for example, are considered experts. As Athey writes, “Experts define why a space matters and who belongs,” which is why it’s important that companies brief analysts about their offerings regularly to be considered for their reports.
- Implementers are third-party consultants that are paid by a company to vet, set up and teach about the offerings. “While they don’t force a system upon their clients, they have favorites,” writes Athey. “Consultants define the criteria for quality and decide how a … solution should be used.”
- Finally, users are the individuals that actually choose the platforms, and either use or administer the systems. “Buyers trust them to comment on customer support, ease of use, value, and qualities that become apparent with time. They are the most relatable influencers because they share the buyer’s job titles, roles, and responsibilities,” says Athey.
Remember that a cookie-cutter approach doesn’t translate from the consumer-marketing world to the business arena. Gummy vitamins might seem easier to sell than B2B technology or services, but it’s all a matter of speaking your audiences’ language and reaching them on the channels they pay attention to. As with the basic components of marketing and public relations, the first step for a strong B2B-focused influencer marketing program comes down to identifying your target audiences, and knowing the key messages that will resonate.
Have you had success with an influencer program for a B2B company? What worked – or what didn’t? Tell us here in the comments!