Today’s B2B marketing has shifted focus away from simply selling to buyers, and towards cultivating relationships and establishing a better buying experience to attract prospects and maintain current customers. While there’s a whole suite of tools, tactics and techniques to improving the customer experience, working with industry influencers is one of the most unique, and far-reaching ways to build your brand and promote your business.
You’ve probably already got a few people in mind that you’d consider to be influencers in your industry, but if you don’t, here’s a few ways to find some.
Method 1: Look for well-established individuals -from consultants, to fellow marketers – who are already engaging with a similar target audience or would be known to your buyers. They’ll have blogs, websites, or a regular posting schedule on LinkedIn, as well as a great deal of content that they’ve either contributed to or created themselves. Many influencers are their own brands, and working with people who’ve already got a dedicated audience is a great way to cross-advertise your content.
Method 2: Grow your own! If you’ve got rockstar sales leaders or CMOs, this is a great opportunity to give them their own platform to cultivate a following.