According to the World Federation of Advertisers, 65% of multinational brands will increase their spend on influencer marketing in the next 12 months, while research from Mediakix suggests that influencer marketing budgets will reach $10 billion by 2020. With so much at stake, senior marketers need to be able to see both the forest and the trees when it comes to influencer marketing in the B2B world.
Much of what the marketing industry knows about working with influencers is seen through a consumer marketing lens, often via self-anointed social celebrities publishing ads as content without any real passion for the brands.
Because influencer marketing has come to be seen by many as a “get rich quick” tactic in the B2C marketing world, many B2B marketing leaders have developed unrealistic expectations about what works and what doesn’t with influencers in the business environment.
Experienced business marketers know that collaborating with influencers can open doors for B2B brands to connect their value messaging to an audience that's actually interested.
To provide some guidance around influencer marketing specific to B2B marketing executives, here are a few insights for CMOs, in infographic form. The visual covers everything from top challenges to brand failures, best practices and the future.
You can learn more about how B2B marketers can break free of "boring B2B" working with influencers in this SlideShare presentation.