Well, here’s the good news: It’s maturing.

Slowly? Yes. But it’s happening.

And as we move into 2025, we’re not just talking about “growing the space.” We’re seeing real traction, strategy, and results.

I’ve been in this game since before the term “influencer” was even thrown around in B2B circles.

Back then, we referred to them as “bloggers,” and PR teams gave me side-eye when I suggested inviting them to corporate events. That was 2010.

Flash forward to now, and influencer marketing is no longer a “nice to have” for B2B. It’s a strategic advantage.

Rewind: How It Started (Spoiler: It Wasn’t Glamorous)

My entry into this space came right after the 2008 financial crisis. Media outlets were failing.

Journalists were leaving. Traditional PR playbooks no longer worked. At HP, we had to adapt. Fast.

So I started working with tech bloggers because that’s what we had.

No fancy dashboards.

No influencer platforms.

Just a handful of people who knew their stuff and were willing to talk about it publicly.

When I shifted into B2B in 2010, the game changed … no more shipping laptops and hoping for an unboxing video.

Instead, we invited influencers onto company campuses, gave them deep access to product teams, and let them see the tech firsthand.

That’s when I realized: in B2B, relationships rule. Always have. Always will.

B2B vs. B2C: This Isn’t About Lipstick and Hashtags

Let’s be clear: Transactions are the cornerstone of B2C influencer marketing. It’s a volume game. “Here’s your talking points: Post the content on Tuesday, use this link to the landing page, and collect your check.” Rinse and repeat.

B2B? Not even close.

You’re not selling mascara.

You’re selling enterprise-grade software that touches security, compliance, and IT infrastructure.

You’re targeting CIOs, not trend-hungry teens.

You need credible voices.

Look for real experts and professionals who have real experience.

They should have technical knowledge and an audience that listens.

You don’t need 100 influencers. You need five or six who understand the space and can move the needle with their credibility.

Forget Vanity Metrics. Think Influence in the Real World.

Too many marketers still get starry-eyed over follower counts. “Ooooh, 50,000 followers on LinkedIn!”

Great, are any of them actual buyers? Or just bots and vanity connections?

Influence in B2B isn’t about popularity.

It’s about trust.

Is the influencer part of private CX communities?

Do they lead roundtables?

Are they speaking at industry events?

Publishing in trade journals?

That’s what matters.

Here’s a quick PSA: If you judge B2B influencers like B2C ones, you’re missing out and wasting money.

Content That Doesn’t Suck (And Actually Gets Read)

In B2B, the content game is a mosaic.

A single tweet doesn’t close deals.

You need podcasts, blog posts, LinkedIn Lives, virtual panels, YouTube interviews, and earned media.

They all knit together to build a strong presence.

Real buyers do research.

They talk in private Slack groups.

They lurk on Reddit.

They attend niche webinars.

They participate in private, invite-only groups.

You want your message to reach them, not just drift in the LinkedIn feed like yesterday’s idea.

And here’s the kicker: much of this is happening in “dark social”—places marketing software can’t track.

That’s where B2B influencers shine.

They’re trusted voices inside those gated spaces.

If you want access, build relationships with them.

Not just campaigns—relationships.

Gen AI: Use It Smart, Not Lazy

Let’s talk about the elephant in the marketing stack: Gen AI.

Yes, I use it. No, it doesn’t replace human insight.

AI can help you brainstorm, outline, maybe even punch out a rough draft.

But if your thought leadership sounds like a soulless bot wrote it, that’s exactly how your audience will treat it, like junk.

I’ve seen the lazy AI posts on LinkedIn.

You’ve seen them, too.

They’re bland, predictable, and lifeless.

They read like a book report written five minutes before class.

My advice? Use AI as a tool, not a crutch.

Inject your voice.

Add experience.

Make a damn point.

That’s what builds authority in this space.

Where B2B Influence Is Going in 2025 (And Why I’m Optimistic)

Here’s what I see on the horizon:

1. Influence is getting personal. Buyers are following people, not brands. Whether it’s a CISO sharing insights or a product lead riffing on lessons learned, personality matters. Companies are waking up to this and empowering their internal voices.

2. Strategy is getting smarter. No more one-off content dumps. Smart brands are investing in programmatic influencer content. These ongoing collaborations help build trust and momentum over time.

3. Media is fragmenting (again). Traditional media is shrinking. Meanwhile, individuals, consultants, analysts, and evangelists are building loyal audiences. These are your new media partners.

4. Relationships are the real ROI Influencer marketing isn’t just about impressions. It’s about who picks up the phone when you call. I’ve worked with some influencers for 10+ years. That kind of trust shortens cycles, saves budget, and boosts performance.

Final Word: Stop Renting Attention. Start Building Influence.

If you’re still treating B2B influencer marketing like a one-and-done activation, you’re leaving demand and leads on the table.

The smartest brands I work with?

They get it.

They’re playing the long game.

They’re building ecosystems of influence that generate leads, spark conversations, and attract talent.

That’s the future of B2B marketing.

Not more noise.

More signal.

Delivered by people who’ve earned the right to be heard.

And if you want help navigating this world, you know where to find me.

The post B2B Influencer Marketing in 2025: It’s Finally Growing Up appeared first on // 551 Media LLC.

Slowly, over the past several years, many B2B marketers have been getting good results once they understand that the strategy can be used to drive business results.

Unlike traditional marketing, which relies on broad, impersonal messaging, B2B influencer marketing is surgical, it’s about building credibility, trust, and authority that actually drives business.

Using a B2C playbook is where many marketers go wrong.

Instead, once you adopt a different mindset, you’ll unlock its potential. Let’s break it down and discuss what’s needed to make it work.

1. Relationships are Key, Not One-Off Transactions

Too many brands think they can “hire” influencers like they hire ad space which is mistake.

B2B buyers don’t buy impulsively the way average consumers do; instead, they seek out respected voices in their industry.

Therefore, the key is building relationships with the right influencers who already have the ear of your target buyers.

B2B sales cycles are long and often complex, with a lot of back and forth, and often involve multiple stakeholders, including sales and executives.

A one-time mention won’t make the difference, but ongoing brand awareness and consideration will.

When an influencer understands and believes in what your company is doing, their support comes across as genuine, not scripted, which enhances trust in the minds of your potential buyers.

A strong relationship with an influencer pays dividends over time because they bring your brand into conversations, panels, and industry discussions organically.

Here’s an example:

Instead of paying an influencer to write a single blog post, consider co-creating a webinar, collaborate on a report, invite them to an exclusive company event or hire them for advisory services.

This keeps them engaged and underscores your intention to build a relationship instead of conducting a here today, gone tomorrow transaction.

2. It’s More than Vanity Metrics, It’s About Getting in Front of the Right People

Mass exposure doesn’t serve your purpose. The goal isn’t to go viral on TikTok; it’s to get in front of decision-makers with buying power. In B2C, brands chase likes, views, and shares. In B2B, it’s about one thing: getting into the minds of your buying audience.

Here’s an example: a LinkedIn post that reaches 300 CIOs is worth more than an Instagram post that gets 30,000 likes from random people with no interest in your brand or company.

Decision-makers don’t make choices based on viral videos. They trust expert opinions and peer recommendations.

Because B2B deals involve higher-value transactions, even a handful of conversions can generate millions of dollars in revenue.

Here’s an example:

A SaaS company gets a trusted, independent analyst or well-known content creator to endorse their product in a LinkedIn post.

Five CIOs take notice. Two schedule demos. One signs a $500,000 contract.

That’s how B2B influencer marketing drives business results.

3. It Creates an Evergreen Influence That Keeps Paying Off

Unlike traditional ads, which disappear when you stop paying, B2B influencer content has staying power. When an industry authority writes about your brand, speaks about it on a panel, or includes it in a report, that endorsement keeps working for you over time. It’s cumulative.

A high-quality LinkedIn article, whitepaper, or podcast mention can generate attention for months or years.

Influencers reshare valuable content, meaning your brand stays in circulation long after the initial campaign. Also, blog posts, podcasts, whitepapers and other long form content “lives” for a long time online.

Search engines favor expert-backed content, so these influencer insights rank well in search results, driving organic traffic over time.

Here’s an example:

A well-known fintech influencer writes a blog post on industry trends featuring your payment processing solution.

Six months later, CFOs searching for insights on the topic still find and read it. That’s long-term influence in action.

4. It Instantly Boosts Your Brand’s Credibility

Influencer partnerships enhance your credibility if you’re a B2B brand struggling to stand out (as many are). Decision-makers trust people, after all, not companies.

When a respected personality in your industry references your brand, it elevates your authority.

When an analyst, consultant, or influencer endorses you, their credibility rubs off on your brand.

Industry conversations are shaped by trusted people with influence and authority. If they’re talking about you, decision-makers pay attention.

Strategic influencer partnerships open doors to panels, keynotes, and exclusive discussions that put your brand at the center of the industry.

Here’s an example:

A cybersecurity startup partners with a respected security expert who shares their insights in a webinar.

That single event lands the brand two enterprise deals and a feature in an industry report.

That’s instant credibility.

5. It’s Adaptive and Keeps Your Brand at the Cutting Edge

B2B is constantly evolving—new trends, regulations, and innovations emerge all the time. Traditional marketing can’t keep up with these shifts, but influencer-driven strategies are inherently flexible and responsive.

Consider this:

• Influencers are plugged into the industry pulse and they can provide insights in real time.
• Instead of relying on static, outdated marketing materials, brands can leverage influencers to create live content, commentary, and analysis on immediate industry challenges.
• This approach keeps your brand relevant and part of the conversation as trends emerge and take shape.

Here’s an example:

During a major tech conference, a B2B software brand partners with an industry expert to provide live coverage and post-event insights.

The influencer not only talks about host company and brand, but more importantly, talks to their customers and partners.

Their observations and commentary trends on LinkedIn, drawing attention from top executives and potential buyers.

Wrapping Up: Why You Need to Be Doing This Now

The bottom line? B2B influencer marketing works because it builds trust, credibility, and authority in ways traditional marketing can’t.

Key Takeaways:

• It builds trust because real people influence real buyers.
• It’s hyper focused, targeting decision-makers, not just broad audiences.
• It delivers long-term ROI with evergreen content that keeps working.
• It elevates credibility quickly by aligning your brand with trusted authorities and experts.
• It adapts in real-time by keeping your brand relevant and in the conversation.

Saavy B2B brands aren’t wasting time on tired, traditional marketing tactics.

They’re partnering with credible industry voices, creating valuable content, and leveraging influence where it actually matters most, inside boardrooms, executive meetings, and industry discussions.

If you’re not doing this yet, you’re already behind.

Have you tried it yet?

The post Why This Marketing Strategy Works So Well appeared first on // 551 Media LLC.

While they might occasionally overlap, they have fundamentally different principles at their core.

In this article, we’ll explore their unique characteristics and highlight the differences between them.

Let’s get started…

The Allure of Authentic Storytelling: The Essence of Influencer Marketing

In today’s digital age, ads bombard us from every direction.

Influencers stand out as trusted voices, offering genuine recommendations to their followers.

A staggering 92% of consumers trust an influencer more than a traditional advertisement or celebrity endorsement.

Influencers are not mere “plug and play” ad units or bots.

They are real people with authentic narratives and solid, visceral connections with their audience.

Brands collaborating with influencers don’t just buy ad space as they would with a billboard or at least they shouldn’t.

Ideally, they should strive to integrate into the influencer’s narrative, their story, tapping into their ethos.

Data from MediaKix shows that the influencer marketing industry is set to grow to approximately $13.8 billion in 2023, reinforcing its importance in the marketing mix.

Therefore, it’s the warmth, passion, and authenticity in an influencer’s narrative voice that grabs the followers’ attention.

This human touch gives influencer marketing its distinctive edge.

Performance Marketing: The Power of Metrics

Switch to Performance Marketing.

With this strategy, we marketers meticulously track every click, lead, conversion, and sale.

Every dollar spent seeks to ensure maximum ROI.

In fact, according to a recent eMarketer report, U.S. advertisers will spend $2.59 billion on performance-based affiliate marketing in 2023.

For those reasons, you can see why performance marketing doesn’t beat around the bush.

It sets direct, quantifiable goals.

If Influencer Marketing speaks to the human qualities of a digital strategy, Performance Marketing measures its effectiveness by data, the numbers.

Bridging the Gap: Can They Co-exist?

They can, and they do.

While they stem from different philosophies, both strategies fit seamlessly into a brand’s marketing portfolio and probably should.

A recent HubSpot report revealed that 63% of marketers intend to increase their influencer marketing budget in the next year, while 58% plan to do the same for performance marketing.

Influencer marketing doesn’t just chase immediate ROI.

It plays the long game by building trust and loyalty and ultimately demand gen.

Performance marketing, in contrast, seeks immediate results and tangible outcomes.

Final Thoughts: Respecting the Individuality

Instead of pitting one against the other, savvy brands today harness the unique value each brings.

As brands, as we steer through the digital marketing realm, we must honor the stories influencers tell and appreciate the metrics that performance marketing provides.

In our evolving digital world, the human touch remains paramount. After all, marketing at its core aims to connect, resonate, and foster lasting bonds.

The post Why Influencer Marketing is not Performance Marketing appeared first on // 551 Media LLC.

However, because B2B marketing is changing rapidly, it can be difficult to keep up with the changes and trends and how they will impact your work going forward.

The pace of change in the digital marketing world is dizzying.

To help you navigate this, we’ve created a list of trends for you to monitor when putting together your B2B influencer marketing campaigns and programs for next year.

Measuring ROI or discovering how brands use them – these insights will help give your brand an edge in today’s online environment.

Whether trying to better connect with people or increase exposure levels, our list provides invaluable information on what works now within the digital world! Wondering which techniques might make more sense for engaging customers?

Looking at new ways campaigning could provide success stories?

Check out our recommendations so that you’ll always stay one step ahead.

What is B2B Influencer Marketing?

B2B influencer marketing, although not brand new, has witnessed considerable traction in recent times, thanks in part to the pandemic’s digital pivot.

It primarily revolves around leveraging influential figures in the industry.

These influencers wield vast influence on platforms like Instagram, Twitter, YouTube, and LinkedIn, allowing brands to tap into their audiences.

The question is, why collaborate with influencers?

Simple.

They amplify your brand’s voice and credibility, creating organic connections with their audience.

This isn’t just another digital fad.

It’s a strategic move brands are making to navigate the crowded digital space.

Why B2B Influencer Marketing Matters

According to Ogilvy, B2B influencer campaigns outperformed brand-only campaigns by a whopping 67%.

That’s the power of trust and engagement in a nutshell.

Influencers not only boost brand awareness and affinity but also foster trust among potential customers.

Therefore, ask yourself, are your competitors already collaborating with influencers? And if they aren’t, they probably plan to next year.

So are you ready to stay competitive in 2024?

If you are, leveraging influencers’ networks and credibility is imperative if you expect to elevate your brand exposure and build affinity.

Now, here are the key points to know for next year…

Unlock Success with Influencer Marketing

As you look to craft an influencer strategy for 2024, here are the main factors you need to keep in mind:

1. Content is (Still) King: The success of influencer marketing hinges on quality content. Brands need to deliver insightful, valuable, and authentic content through influencers that resonate with their target audience.
2. Leverage Multi-Platform Strategies: Don’t put all your eggs in one basket. Diversify across platforms. Whether it’s Twitter, LinkedIn, or YouTube, spread out and keep the content flowing. Influencers operate on all of these channels.
3. Data-Driven Insights: To ensure ROI, track performance metrics from campaigns. Analyze impressions, clicks, conversion rates, and more to gauge the effectiveness of collaborations with influencers.
4. Future-Proofing with Trends: Stay updated with the latest in B2B influencer marketing. This includes technological advancements like AI’s role in content creation and shifting consumer behaviors. Knowledge is power, and foresight is the key to long-term success.
5. Engage on Social Media: Today’s consumers are on social platforms. Engage them there. Leveraging influencers on platforms like LinkedIn, Twitter, and YouTube can help brands break into new markets and demographics.
6. Think Impact: Understand your audience’s needs. It’s about forging an emotional connection, not just selling a product. Dive deep into audience insights and craft content that strikes a chord. Work with the influencers to make this happen.
7. Assess and Partner: The right influencer can make all the difference. Evaluate potential collaborators based on expertise, audience, engagement, and content alignment with your brand’s values. Ensure mutual benefits and forge long-lasting partnerships.

As you move forward with building your influencer campaign, keep focused on these key points and you will go a long way to ensuring your success.

The B2B influencer marketing realm is bursting with potential.

As technology and consumer behaviors evolve, so must our strategies.

Companies must prioritize authentic content, forge genuine influencer partnerships, and harness data insights to steer their campaigns.

It’s clear: B2B influencer marketing isn’t just a trend – it’s the future.

And the future looks promising for those ready to embrace it.

Do you have questions about something? Pop it into the comments below!

Note: We are here to lend a hand and provide answers to any queries you may have. Your input is essential and we appreciate it. Don’t be bashful – share your ideas with us! Our mission is to deliver first-rate information, so don’t pause before getting in touch if there’s something on your mind. Your suggestions will go far towards helping us make this even better. So why linger? Got an issue? Make sure to let us know in the comments down below – looking forward to your insights and ideas!

The post B2B Influencer Marketing: What You Need to Know for 2024 appeared first on // 551 Media LLC.

With consumers becoming increasingly skeptical of traditional advertising, influencers provide authenticity and trustworthiness that can significantly boost a brand’s credibility and reach.

But identifying the right influencers, managing relationships, and tracking the effectiveness of influencer campaigns can be a daunting task.

This is where Onalytica steps in. Here’s why and how Onalytica is an indispensable tool for influencer marketing, especially B2B influencer marketing.

Let’s dive in…

1. Comprehensive Influencer Discovery:

Why it’s beneficial: The success of an influencer marketing campaign largely hinges on selecting the right influencers. A common misconception in influencer marketing is that influencers with the highest follower counts are always the best choice. In reality, relevance, engagement rate, and audience quality often matter more than sheer numbers.

How Onalytica excels: Onalytica’s influencer discovery mechanism is built on a nuanced understanding of what true influence means. Instead of just looking at follower counts, it uses a proprietary algorithm to assess:

• Relevance: Does the influencer regularly engage with topics that align with your brand’s values and objectives?
• Resonance: How impactful is the influencer’s content within their follower base? A high resonance indicates that their audience is not only large but also actively engaged.
• Reach: While the sheer number of followers isn’t the only metric, it still matters. Onalytica ensures that the influencers have a substantial reach within the desired demographic.

By prioritizing these metrics, Onalytica ensures that brands connect with influencers who can drive authentic engagement and produce tangible results. This comprehensive approach to influencer discovery sets the foundation for more targeted and successful campaigns.

2. Onalytica Offers Detailed Influencer Profiling:

Why it’s beneficial: Influencer marketing is not a one-size-fits-all strategy. The effectiveness of a partnership isn’t just about the influencer’s reach but also about their alignment with the brand’s ethos, target audience, and campaign objectives. Therefore, a deeper understanding of each influencer’s content, voice, and audience demographics is crucial for ensuring synergy between the brand and the influencer.

How Onalytica stands out: Onalytica offers an exhaustive profiling system that delves into the intricate details of each influencer’s digital footprint. Here’s what the profiling encompasses:

• Content Analysis: Onalytica evaluates the type and quality of content influencers produce. This includes their preferred mediums (blogs, videos, podcasts, etc.), content themes, and frequency of posting. This ensures that the influencer’s content style matches the brand’s aesthetic and messaging.
• Audience Demographics: Understanding the age, location, gender, and interests of an influencer’s audience is paramount. Onalytica provides this demographic breakdown, enabling brands to choose influencers whose audience aligns with their target market.
• Engagement Metrics: Beyond content, Onalytica analyzes how influencers interact with their audience. Metrics such as likes, comments, shares, and overall engagement rate give an insight into the influencer’s ability to spur meaningful interactions.
• Historical Campaigns: Onalytica showcases past campaigns and partnerships of influencers, providing brands with a clearer picture of the influencer’s track record, reliability, and versatility.

Through this detailed influencer profiling, Onalytica offers brands a holistic view, enabling them to make informed decisions. By ensuring that the chosen influencers resonate with the brand’s voice and values, brands can foster collaborations that feel genuine and organically drive engagement.

3. Seamless Relationship Management:

Why it’s beneficial: Influencer marketing is as much about fostering lasting relationships as it is about running campaigns. While the immediate benefits of an influencer collaboration might be evident through likes, shares, and conversions, the long-term value is often derived from building and nurturing strong ties with influencers.

Just like in any relationship, consistent communication, mutual respect, and understanding are key. Without the right tools to manage these interactions, brands risk missing opportunities, miscommunicating, or even damaging valuable relationships.

How Onalytica streamlines the process: Onalytica understands that the relationship between a brand and an influencer is a dynamic, evolving process. To aid you in this relationship management, the platform has integrated a suite of tools designed specifically for the nuances of influencer partnerships:

• Interaction Tracking: Brands can log each touchpoint with influencers, whether it’s an email exchange, a phone call, or a face-to-face meeting. This helps in keeping track of discussions, feedback, and agreements.
• Campaign Coordination: Onalytica offers features that allow brands to coordinate campaigns, assign tasks, set deadlines, and monitor progress in real-time. This ensures that both the brand and the influencer are aligned on deliverables and timelines.
• Feedback Mechanisms: Constructive feedback is essential for improvement. Onalytica incorporates easy-to-use feedback systems, ensuring that both parties can communicate their views and suggestions effectively.
• Reminders and Alerts: With multiple influencers and campaigns to manage, it’s easy for certain tasks or follow-ups to fall through the cracks. Onalytica’s automated reminders ensure that brands remain proactive in their relationship-building efforts.
• Historical Data Access: Being able to revisit past campaigns, agreements, and interactions is invaluable. Onalytica archives all interactions, ensuring that brands have a comprehensive overview of their relationship history with each influencer.

By providing these tools, Onalytica ensures that brands can effortlessly manage their influencer relationships.

More than just a platform for discovery and campaign management, Onalytica acts as a bridge, facilitating transparent, efficient, and lasting connections between brands and influencers.

4. Advanced Analytics:

Why it’s beneficial: In today’s data-driven marketing landscape, the importance of analytics cannot be overstated. Analytics not only measure the success of a campaign but also provide insights for optimization, strategy refinement, and better decision-making. In influencer marketing, where ROI can sometimes seem intangible, having robust analytics is critical to justify investments, track progress, and gauge the true impact of influencer partnerships.

How Onalytica elevates the analytics game: Recognizing the pivotal role of analytics, Onalytica has built an advanced suite of analytical tools that offers more than just surface-level metrics. Here’s how Onalytica provides unparalleled insights:

• Engagement Metrics: Beyond just counting likes and shares, Onalytica dives deep into how audiences are interacting with influencer content. This includes metrics like comments, saves, click-through rates, and overall engagement percentages.
• Conversion Tracking: For brands focused on direct outcomes like sales, sign-ups, or downloads, Onalytica tracks conversions originating from influencer campaigns. This directly ties influencer efforts to tangible business results.
• Audience Growth Analysis: Influencer campaigns often have a ripple effect, leading to increased brand visibility and audience growth. Onalytica monitors follower gains, newsletter sign-ups, and other growth indicators, attributing them to specific influencer efforts.
• Sentiment Analysis: Engagement numbers alone don’t capture the whole story. Onalytica’s sentiment analysis evaluates the tone and nature of audience interactions, giving brands a clearer picture of perception and brand sentiment.
• Competitive Benchmarking: Onalytica enables brands to position their influencer campaigns in a broader industry context. By comparing campaign results with competitors or industry standards, brands can determine their relative performance.
• ROI Calculation: One of the most sought-after metrics in any campaign is Return on Investment (ROI). Onalytica’s advanced analytics seamlessly calculate ROI, factoring in both direct and indirect returns from influencer partnerships.

By offering these advanced analytical tools, Onalytica ensures that brands are not navigating the influencer landscape blindly. Instead, they’re equipped with actionable insights, clear performance indicators, and the ability to continually refine their strategies for even greater success.

5. Integration with Other Platforms:

Why it’s beneficial: For a holistic marketing strategy, it’s crucial that various tools and platforms can integrate and share data seamlessly.

How Onalytica helps: Onalytica integrates with several other marketing platforms, ensuring that data flows effortlessly between systems. This enhances efficiency and ensures that influencer campaigns are well-coordinated with other marketing efforts.

6. Education and Support:

Why it’s beneficial: The dynamic nature of the digital world means that best practices, algorithms, audience behaviors, and influencer trends are in a constant state of evolution. For brands to truly leverage the power of influencer marketing, they need more than just a tool – they require guidance, knowledge, and timely support. An educated brand can make more informed decisions, adapt to changes swiftly, and craft more impactful influencer campaigns.

How Onalytica empowers brands: Onalytica doesn’t just stop at providing a platform; it assumes the role of an educator and supporter. Here’s how Onalytica’s commitment to education and support enhances the user experience:

• Resource Library: Onalytica boasts a comprehensive library filled with insightful articles, case studies, whitepapers, and research reports. These resources cover a wide range of topics, from the basics of influencer marketing to advanced strategies and emerging trends.
• Webinars and Workshops: Regularly hosted by industry experts, these sessions offer brands an opportunity to learn in real-time, ask questions, and gain insights directly from the pioneers of influencer marketing.
• Dedicated Support Team: Whenever brands face challenges or have queries, Onalytica’s dedicated support team is just a call or message away. Their swift response times and in-depth knowledge ensure that brands can navigate any roadblocks with ease.
• Interactive Tutorials: For those new to the platform or looking to explore advanced features, Onalytica offers interactive tutorials. These step-by-step guides ensure users can fully harness the platform’s capabilities.
• Community Forums: Onalytica has fostered a vibrant community of brands, influencers, and marketers. Their forums act as a space for discussions, knowledge sharing, collaboration opportunities, and peer support.
• Feedback Channels: Onalytica believes in continuous improvement. They actively encourage users to provide feedback, suggestions, and feature requests, ensuring the platform remains relevant and user-centric.

In essence, Onalytica goes beyond being a mere tool – it positions itself as a partner in a brand’s influencer marketing journey. Through its robust education and support initiatives, Onalytica ensures that brands are equipped not just with a platform, but with the knowledge, skills, and support network necessary for influencer marketing success.

7. Ethical Influencer Vetting:

Why it’s beneficial: In an age of fake followers and bots, ensuring that influencers are genuine and ethical is paramount. As you delve into influencer marketing as a strategy, this will become more apparent as you move forward.

How Onalytica helps: The platform has stringent vetting processes to ensure influencers are authentic and adhere to ethical standards. This adds an additional layer of trust and credibility to the influencers you connect with through Onalytica.

Conclusion:

Influencer marketing, when executed correctly, can yield phenomenal results for brands.

However, it requires meticulous strategy, research, and relationship management. Onalytica simplifies and enhances each step of this process with its intuitive features and robust analytics. It’s not just about finding influencers; it’s about finding the right influencers and fostering genuine, lasting partnerships with them.

And in this endeavor, Onalytica is a premier tool for influencer marketing and therefore invaluable ally for brands looking to use the strategy.

If you’re venturing into influencer marketing or looking to refine your existing strategy, Onalytica deserves a spot in your toolkit.

Got a question? Pop it into the comments below.

The post Why and How Onalytica is a Premier Tool for Influencer Marketing appeared first on // 551 Media LLC.

While most marketers are familiar with B2C influencer marketing on social media platforms like Instagram, TikTok, and Reddit, there’s another frontier that’s proving equally, if not more, potent for businesses: B2B influencer marketing.

This is where Thinkers360 steps in.

What is Thinkers360?

Thinkers360 is a comprehensive platform that connects B2B companies with industry influencers, thought leaders, and authors across numerous sectors.

Unlike traditional social media platforms like LinkedIn which focus on follower count, Thinkers360 emphasizes an individual’s depth of expertise, the quality of their content, and their real-world influence within specific industries.

It’s more than just another platform; it’s an important nexus where thought leadership meets impactful influence.

Let’s take a closer look:

1. Thought Leadership Hub: At its core, Thinkers360 is a curated network of industry experts, authors, influencers, and speakers. It’s not just about numbers or follower counts but about genuine expertise and influence in niche sectors.
2. Content-Centric Platform: Unlike many other platforms where follower count takes precedence, Thinkers360 places a premium on the quality, depth, and relevance of the content. This ensures that audiences receive valuable insights, making it a reliable source of industry knowledge.
3. B2B-Focused Dynamics: While many platforms cater primarily to B2C influencers, Thinkers360 is dedicated to the B2B sphere. This means it connects brands with influencers who have a deeper understanding of business complexities and can communicate effectively with professionals.
4. Collaborative Opportunities: Thinkers360 is not just about B2B influencer marketing in the traditional sense. It offers a myriad of collaboration opportunities, be it joint webinars, research initiatives, speaking opportunities, and co-authored content. The platform is designed to foster partnerships that bring value to both brands and influencers.
5. Analytical Insights: Recognizing the importance of data in today’s business world, Thinkers360 provides comprehensive analytics. Brands can assess the impact of their influencer campaigns, ensuring that they achieve the desired return on investment (ROI).

In essence, Thinkers360 isn’t just another online platform; it’s a paradigm shift in how businesses interact with influential thought leaders and where they can find, contact, and engage them.

It’s completely different than any other platform or tool in influencer marketing, particularly in the B2B space.

It’s a platform where real-world knowledge and expertise are recognized and leveraged to foster engagement to drive genuine business growth.

Why is Thinkers360 a Great Tool for B2B Influencer Marketing?

1. Niche-Focused Influencers: Unlike B2C platforms, Thinkers360 focuses on niche experts with specific and deep industry knowledge. On Thinkers360, you can connect with influencers who are genuinely respected in their sectors and can speak authoritatively and create high-quality content on specialized topics including CX, pricing, logistics, supply chain, data, AI, machine learning, and many others.
2. Quality Over Quantity: Thinkers360’s ranking system prioritizes the quality and impact of an influencer’s content over the number of followers they have. You are able to collaborate with influencers who not only have a wide reach but are also trusted sources of information.
3. Authentic Engagement: The platform promotes genuine collaboration between businesses and influencers. It’s not just about promoting a product but about building meaningful, insightful content together that resonates with a B2B audience.
4. Diverse Opportunities: Beyond traditional influencer partnerships, Thinkers360 allows brands to connect with independent analysts, authors, speakers, and consultants, offering a broader range of collaboration opportunities.
5. Data-Driven Insights: Thinkers360 provides businesses with analytics and insights to measure the success of their influencer campaigns. This helps businesses refine their strategies and maximize ROI.

The Power of B2B Influencer Marketing

B2B influencer marketing is more than just a trending strategy; it’s a powerful tool that bridges the gap between businesses and their target audience in a uniquely credible manner.

Here’s why it stands out:

1. Trust Acceleration: In the B2B sector, trust is paramount. Decision-makers rely heavily on expert opinions and insights. B2B influencers, due to their specialized knowledge and industry recognition, can rapidly foster trust among potential business clients and partners.
2. Relevance & Resonance: Unlike B2C influencers who cater to a broad audience, B2B influencers address a specific industry or niche. Their content is authoritative and highly relevant, resonating deeply with their audience.
3. Content Amplification: Partnering with B2B influencers allows for the creation and amplification of thought leadership content. This not only increases brand visibility but positions the brand as an industry leader.
4. Long-Term Relationships: The nature of B2B transactions often involves long-term engagements and substantial investments. Influencer partnerships can foster and nurture these prolonged relationships by offering continuous value and insights.

For a deeper dive into this realm, consider checking out our blog post on “The Rise of B2B Influencers,” Part One and Part Two.

It provides a comprehensive overview of how B2B influencer marketing is reshaping the landscape of business interactions and the undeniable benefits it brings to your marketing.

Once you’re ready to reach out to influencers, you should read our follow-up post How to Set Up an Influencer Marketing Plan.

In this post, we show you step-by-step how to craft your own influencer strategy.

Conclusion

In a world where everyone is vying for attention, Thinkers360 offers a breath of fresh air for B2B brands.

By emphasizing quality, authenticity, and genuine expertise, it has created a platform that genuinely benefits both businesses and influencers.

If your business operates in the B2B sector and you’re looking to make a meaningful impact, it’s time to explore the potential of Thinkers360.

Your future partnerships with industry-leading experts await.

Got a question? Pop it into the comments below.

The post Thinkers360: The Ultimate Tool for B2B Influencer Marketing appeared first on // 551 Media LLC.

Here is a breakdown by medium from Marketing Charts:

Based on WARC’s extensive survey and study, the prominent companies – Alibaba, Alphabet, Amazon, Bytedance, and Meta – are projected to account for 50.7% of the global ad spend this year.

Their combined market share is expected to rise to 51.9% in 2024.

Alphabet leads the pack, accounting for a significant one-quarter of the global ad spend. Meta follows, with a 13.5% share, up from 12.3% the previous year and forecasted to reach 14% by next year.

Meanwhile, Amazon’s retail media business is on an upward trajectory, with projections indicating a share of 4.7% this year and 5% in the subsequent year.

In terms of mediums, pure-play internet is expected to account for 66.4% of the total ad spend this year, and this percentage is forecasted to increase to 67.7% in 2024.

Influencers are bundled under the ‘pure-play internet’ segment and not singled out in this report but investment in their content is expected to continue to rise in line with these larger trends.

Social media is projected to represent a 20.9% share globally, and linear TV’s share is anticipated to decline from 18% last year to 16.3% this year.

Additionally, premium video is projected to represent 19.4% of global ad spending.

Traditional mediums, such as out-of-home and publishing, are hovering around the 5% range, and audio (encompassing radio and online audio) is anticipated to settle at 3.7% this year, with a possible decrease the following year.

We encourage you to check out the complete WARC report for a comprehensive understanding. In the evolving landscape of advertising, staying updated is crucial.

At The Influence Marketer, we’re your steadfast guides on this exciting journey.

Stay tuned as we continue to explore, analyze, and provide insights into the ever-evolving world of digital marketing, especially influencer marketing.

Got a question? Pop it into the comments below.

The post Ad Spend Is Soaring in 2023 and Digital Titans are Riding the Wave appeared first on // 551 Media LLC.

While B2C (business-to-consumer) influencers have garnered significant attention, B2B (business-to-business) influencers are proving to be equally crucial, especially in industries where purchasing decisions are intricate and based on trust.

Selecting the right B2B influencer can be a game-changer for your brand.

But how does one navigate this complex landscape?

Here’s your guide to do it:

1: The Quantitative Route: Harnessing the Power of Data Analytics

In a world overflowing with content creators, data analytics has emerged as the most important tool, guiding brands through the turbulent seas of influencer marketing.

The quantitative approach is not merely about numbers but leveraging these figures to craft intelligent strategies.

The B2B realm, with its unique audiences and involved purchasing processes, demands a precise blend of art and science in influencer selection.

Tapping into Industry-Specific Data:

• Specialized Analytics Platforms: Leverage tools designed specifically for influencer discovery. These platforms crawl the web, ranking influencers based on reach, engagement, relevance, and other critical metrics tailored for various industries. Some are better than others. Many are just profile crawlers and don’t provide much value. Also, for B2B influencer marketing there are few platforms designed to cater to it. The exception is Onalytica.
• Trend Analysis: Utilize data to identify emerging trends in your industry. Influencers who are consistently ahead of the curve, discussing these trends, signal not just relevance but foresight, a prized quality in the B2B sector.
• Peer Reviews and Recommendations: Sometimes, data comes from human insights. Engage in industry forums and communities, attend conferences, or join webinars to gather peer recommendations, which can be quantified to identify influencers recognized by industry stalwarts.

LinkedIn: The Goldmine for B2B Influencers:

• Advanced Searches: Beyond basic keyword searches, LinkedIn’s advanced search features allow for pinpoint precision, filtering through industries, regions, and even specific companies, ensuring that identified influencers have the exact industry alignment you seek. You can also search LinkedIn by hashtag to find the leading voices talking about specific topics.
• Content Analysis: Analyze the type and reach of content posted by potential influencers. Are they gaining significant traction? Are they being shared by other industry professionals? This provides a quantitative measure of their influence.
• Engagement Quality: It’s not just about the volume of engagement but the quality. Data points like meaningful comment-to-like ratios can offer insights into the depth of their audience’s involvement.

Diving into Social Media Metrics:

• Cross-Platform Analysis: While LinkedIn is pivotal for B2B, don’t neglect other platforms. Analyzing influencers’ reach and engagement on platforms like X (Twitter), YouTube, or even niche industry forums can provide a holistic view of their digital footprint.
• Consistency in Engagement: Rather than spikes of engagement, brands should seek influencers who maintain consistent audience interaction over time. This stability often indicates genuine, sustained influence.
• Audience Analysis: Tools that provide demographic insights, such as audience job roles, seniority levels, and industry affiliations, can be invaluable. This ensures the influencer’s audience aligns with the brand’s target segment.

Historical Campaign Performance: Unearthing Past Patterns:

• ROI Metrics: When available, data on the return on investment (ROI) from past influencer campaigns is revealing. This includes lead generation rates, conversion percentages, and overall sales uptick attributable to the influencer’s efforts.
• Brand Compatibility: Analyze the influencer’s past collaborations. Did their previous campaigns align with brands that share values, aesthetics, or audience segments similar to yours? Such historical alignment can be a good indicator of alignment with your company.
• Longevity of Impact: Assess not just the immediate effects of past campaigns but their long-term impact. Influencers whose campaigns have a sustained ripple effect, keeping conversations alive long after the campaign concludes, can be invaluable.

Crafting synergistic campaigns is no longer a solo endeavor in that it’s one side or the other. It’s a dance — a dance where the brand and the influencer are in sync, each complementing the other’s moves.

Through mutual respect, open dialogue, and genuine collaboration, brands can harness the power of influencer marketing in its truest sense, creating campaigns that resonate, engage, and leave a lasting impact and ultimately demand gen.

2: Qualitative Exploration: Delving Deeper with the Human Touch

While data-driven metrics offer a roadmap in the complex landscape of influencer marketing, it is the human element — the qualitative nuances — that breathes life into these collaborations.

This aspect is especially crucial in the B2B domain, where relationships are long-term and the content can drive demand for months, even years. By weaving the human touch into influencer identification, brands can ensure a connection that transcends mere numbers.

Here’s how to look into this critical phase:

Immersing in Content: The Storytelling Element

• Narrative Insights: By immersing in an influencer’s range of content, from blogs and podcasts to videos, you get a firsthand feel of their narrative style and the topics they care about. Are they story-driven, data-centric, or a mix of both? This can help companies identify if the influencer’s way of conveying information aligns with their desired messaging.
• Expertise Depth: While many influencers cover trending topics, the depth they dive into is telling. Do they skim the surface or do they offer insightful, well-researched perspectives? Depth can be a differentiator in B2B sectors where audiences seek substantial, informed, and educational content.
• Content Evolution: An influencer’s older content versus their recent publications can show growth, adaptability, and an evolving understanding of industry trends. Such evolution can indicate an influencer’s commitment to continuous learning and evolving.

Interaction Quality: Beyond Likes and Comments

• Engagement Authenticity: It’s essential to differentiate between cursory engagements and meaningful dialogues. An influencer whose posts spark genuine conversations, thought-provoking questions, and insightful audience anecdotes showcases an engaged and invested follower base.
• Response Timeliness: The speed and thoughtfulness with which an influencer responds to their audience can also be a measure of their dedication. It reflects their respect for their community and commitment to fostering connections.
• Conflict Management: Occasionally, influencers might face disagreements or critiques on their posts. Observing how they handle such situations — whether they approach them constructively or defensively — can provide insights into their professionalism and maturity.

Direct Rapport Building: The Power of Personal Connection

• Initial Outreach: The first interaction, whether it’s an email, a direct message, or a call, sets the tone. Brands should approach influencers as potential partners, valuing their work and seeking mutual benefit.
• Virtual Meetings: In an age where digital interactions dominate, platforms like Zoom or Microsoft Teams allow for face-to-face conversations. Such meetings can be instrumental in gauging the influencer’s interest, understanding their motivations, and assessing compatibility.
• Shared Values and Visions: During direct communications, it’s essential to discuss not just immediate campaign goals but also long-term visions and values. Finding an influencer whose future aspirations align with the brand ensures a lasting and fruitful association.
• Feedback Receptiveness: Engage in open dialogues where feedback is both given and received. An influencer open to constructive feedback and willing to provide their insights is likely to be a collaborative partner.

The qualitative exploration phase is akin to the soul-searching of influencer marketing.

It’s where brands move beyond the facade of digital personas to truly understand the individuals behind them.

This deep dive ensures that the chosen influencers don’t just fit a campaign but align with the brand’s essence, ensuring campaigns that are impactful, authentic, and resonate deeply with the intended audience.

3: Crafting Synergistic Campaigns: The Essence of Collaboration

In the fast-paced world of influencer marketing, the key to unlocking the true potential of any campaign lies in collaboration. The era where companies dictated terms and influencers simply followed is going by the wayside, even in the consumer arena.

Today, the most impactful campaigns are born from a melding of minds — where brands respect influencers as equal partners and where influencers agree with the brand’s emphasis and values.

Here’s a deep dive into creating synergistic campaigns that thrive on collaboration.

Collaborative Content Creation:

• Joint Brainstorming: Begin with a joint brainstorming session. Influencers, given their proximity to the audience, often have unique insights that can be invaluable. Whether it’s understanding emerging trends, audience pain points, or content gaps, these sessions can lead to innovative campaign ideas.
• Co-authored Pieces: Consider co-authored whitepapers, research articles, or even case studies. Doing this not only boosts the credibility of the content but also allows for a richer perspective that benefits the audience.
• Shared Platforms: Host joint webinars, podcasts, or live Q&A sessions. Platforms where both the brand and the influencer can interact directly with the audience foster trust and deepen engagement. Examples include LinkedIn and X (Twitter).

Live Engagements:

• Interactive Webinars: Rather than traditional, one-sided webinars where the emphasis is on selling, opt for interactive ones where audience questions are prioritized. This can make the session more engaging and cater to the audience’s immediate needs by informing and educating them.
• Behind-the-scenes Access: Offer sneak peeks or behind-the-scenes looks into the brand’s processes, products, or services. An influencer can provide a fresh perspective, making the content relatable and authentic.
• Pop-up Events: Collaborate with influencers for pop-up events, either virtual or physical, exclusive to their audience. Such events can generate buzz and offer exclusivity, enhancing the brand’s appeal.

Thought Leadership Initiatives:

• Roundtable Discussions: Organize discussions where influencers, brand representatives, and perhaps even other industry experts come together to discuss current trends, challenges, or innovations. Such content is not only informative but showcases the brand as a frontrunner in industry thought.
• Guest Appearances: Invite influencers to be guest speakers on your company’s platforms or at industry conferences. Conversely, brand representatives can make guest appearances on influencer platforms. This mutual exchange broadens reach and builds credibility.
• Workshops and Training: Collaborate on workshops or training sessions. While your company brings the technical expertise, the influencer can offer insights into making the content engaging and tailored to the audience’s needs.

Relationship Nurturing:

• Feedback Loops: Establish regular feedback mechanisms. Understanding what worked and what didn’t from both the brand’s and influencer’s perspective is key to refining future collaborations.
• Long-term Commitments: Instead of one-off collaborations, explore possibilities for long-term engagement. Such relationships allow for a deeper understanding, consistency in messaging, and iterative improvement in campaigns. It also enables the influencers to learn more about your company and its people.
• Celebrating Successes: Recognize and celebrate campaign milestones and successes together. Whether it’s reaching a specific engagement metric or the positive impact of a campaign, celebrating together strengthens the bond.

Crafting synergistic campaigns is no longer a solo endeavor. It’s a dance — a dance where the brand and the influencer are in sync, each complementing the other’s moves. Through mutual respect, open dialogue, and genuine collaboration, brands can harness the power of influencer marketing in its truest sense, creating campaigns that resonate, engage, and leave a lasting impact.

Wrapping Up

The journey of identifying the right B2B influencer is intricate, blending art with science.

It demands both analytical rigor and an intuitive understanding of other people.

But when done right, it results in a symbiotic relationship where both your company and the influencer grow and thrive. The realm of influencer marketing, especially in the B2B segment, is vast and varied.

Treading this path with clarity, strategy, and genuine intent can unlock unprecedented value for brands. It’s not just about amplifying a message; it’s about finding the right voice to tell your brand’s story.

At The Influence Marketer, we’re your steadfast guides on this exciting journey.

Stay tuned as we continue to explore, analyze, and provide insights into the ever-evolving world of B2B influencer marketing.

Armed with these trends, you’re well-equipped to embrace the future and make a lasting impact on your company.

Got questions? Pop them into the comments.

The post Identifying the Right B2B Influencers: A Comprehensive Approach appeared first on // 551 Media LLC.

Enter the DataVengers, a consortium that’s not just making waves, but potentially redefining the trajectory of B2B influencer marketing.

Having been immersed in the influencer marketing world for a dozen years, it’s not often I’m genuinely surprised.

But the fusion of raw talent, vision, and dynamism that the DataVengers bring to the table?

That’s a curveball I didn’t see coming – and it’s an exciting one at that.

Let’s break down why this is such a game-changer:

1. Holistic Integration:

Where many B2B influencers operate in silos, the DataVengers are a collaborative entity.

Their synergistic approach—bringing together diverse expertise from data, analytics, and AI sectors—creates a holistic narrative that’s more compelling than the sum of its parts.

For any brand working with them, it means an amplification that most ads cannot reach without big costs.

2. The Power of Interconnected Influence:

The DataVengers, being a close-knit group, have a secret weapon at their disposal: Each other.

When each influencer not only creates but also amplifies their peers’ content, the resultant echo chamber magnifies their reach exponentially.

It’s a force multiplier effect; their collective voice echoes far and wide, capturing a broader and more engaged audience than a solo influencer ever could.

3. The Storytelling Element:

The B2B world, by default, leans heavily on data and figures.

What the DataVengers bring to the fore is a blend of data-driven insights with engaging narratives.

It’s the human element – the stories that frame the numbers – that will resonate more profoundly with audiences.

4. Raising the Engagement Bar:

With their recent collaboration on the “Connect the Dots” campaign with Ontotext, the DataVengers are showcasing a blueprint for how B2B influencer collaborations could and should be executed, especially for events.

It’s an elevated standard of content that’s not just informative but also interactive and experiential.

5. Setting a Precedent:

In the vast scape of B2B, the model the DataVengers are pioneering—a tight-knit influencer collective with a cohesive vision—is novel.

And it’s not just novel; It’s needed, even overdue.

The future of B2B influencer marketing could very well hinge on such collaborative approaches between influencers, brands, and industry events.

6. Bridging the Gap:

One of the challenges in B2B influencer marketing has been that of reliability.

By combining their strengths, the DataVengers are forming a bridge, making intricate concepts not just palatable but also relatable to a broader audience.

In conclusion, the emergence of the DataVengers signals not just a shift, but a potential evolution in B2B influencer marketing.

It’s a testament to what’s possible when visionaries come together, setting a new benchmark for the industry.

For all my fellow influence marketers, this isn’t just an era of change; it’s an era of opportunity. Let’s take notes, learn, and grow alongside these industry transformers.

Here’s to the future. The future where data doesn’t just speak; it sings.

Got a Question? Pop it into the comments.

The post The DataVengers: A Watershed Moment in B2B Influencer Marketing appeared first on // 551 Media LLC.