Influencer Marketing Meets Traditional B2B Marketing
Those who have taken advantage of LinkedIn to push their services, by telling their own stories, have now carved a name for themselves as opinion leaders. By consistently sharing their journey, they have built a community that trusts their expertise. This has led to many businesses, looking to individuals who share their area of expertise to endorse or promote their brand.
For instance, Efluenz has successfully guided businesses to maximize this area of B2B marketing. Take for instance the flagship event of the Belgian Association of Marketing (BAM) congress. For two years in a row, Efluenz successfully linked opinion leaders within areas of business and marketing to the Association to promote the annual BAM congress.
This form of B2B marketing provides a more personalized avenue of marketing. This is because the values or expertise of the opinion leaders are aligned with that of the brand. As a result, authentic conversations between the opinion leaders and their community can be expected. It is also easier to measure ROI using this form of B2B marketing, through the insights feature provided by LinkedIn.
So, generally one may even view this as more of a PR tactic than B2B marketing; after all why tell the world how great you are when you can get someone who thinks you are great to tell the world.
To learn more about this form of B2B marketing, tune in to this year’s virtual BAM Congress between the 28th and 4th of December 2020. Look out for Yasmin Vantuykom, CEO of Efluenz, as she speaks on, “How influencers generate human solidarity and their role in solving social problems.”