[S2 E7] The Lowdown on B2B Influencer Marketing

B2B influencer marketing is a discipline that, far from being in its infancy, has not reached the maturity of the consumer sector. While the latter is plagued with Instagram and YouTube ‘stars’ who flog their supposed influence to the highest bidder, the B2B sector is relatively untouched. Many communications professionals are unsure of how to best utilise B2B influencers and of what the differences in approach are to the consumer sector.

In this episode of the Digital Download podcast I talk to Scott Guthrie, an independent communications professional who has made his name in the influencer marketing space. We discuss how B2B influencer marketing differs from B2C, what makes someone influential in the B2B space, how to find and approach B2B influencers, what motivates them and why having affinity with them is so important.

Here’s what you’ll learn in this episode:

  • What are the key differences between B2B and B2C influencer marketing
  • How the marketing approach differs
  • Why closed social channels are so important for the B2B sector
  • Why knowledge and being meaningful are so important to B2B influencer marketing
  • What to look out for when evaluating B2B influence
  • Why influencers’ personal motivations are so important
  • What incentivises B2B influencers
  • Why the B2B outreach approach tends to be more vague
  • Why B2B influencer marketing is all about long-term partnerships not quick sales
  • How companies can utilise influencers’ knowledge for their own benefit
  • Why the B2B influencer marketing approach is all about the influencer, not the brand
  • What software tools can help to identify B2B influencers
  • How employees can be the greatest source of influencer information
  • Why authenticity, knowledge and detailed subject matter expertise are fundamental to B2B influencer marketing


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