Why Aren't Brands Embracing B2B Influencer Marketing?

Why Aren’t Brands Embracing B2B Influencer Marketing?

Here’s an interesting statistic: 94% of brand marketers who used influencer marketing believe it’s effective. That’s pretty impressive and shows there’s probably something to this marketing tactic. This data comes from an Adweek article citing a survey of 170 CPG, retail, media, and agency marketers. But here’s the problem: where’s the data about whether or not influencer marketing works for B2B brands?

Well, if my experience is any indication, few B2B marketers have jumped on the influencer marketing bandwagon. Here are key reasons why (and how to change that):

It’s why they have fancy-pants PR firms doing media outreach, and why they’re shelling out big bucks to Gartner Research for analyst coverage. For many B2B marketers, that’s checking the box when it comes to influencer marketing. But in the age of social media, there are many people influencing your target buyers beyond traditional media and research analysts.

With this in mind, we built a panel of 1,300 North American CMOs and analyzed 231,495 of their tweets over a 120-day period to discover the people they retweeted and mentioned the most. Here are the results:

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As you can see, there are a number of folks that aren’t journalists or analysts, and yet they have the attention of CMOs on social media. Which brings me to my next point…

Take a moment and make a list of those people who influence your buyers.

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