The Present and Future of B2B Influence Marketing

A friend of mine reached out recently and asked me if influencer marketing was possible for B2B businesses. Keep in mind this friend isn’t in the bubble of marketing and doesn’t follow along with the same type of topics you or I do. He also probably didn’t give it much thought before asking. When I explained to him that not only is B2B influencer marketing possible, but in my opinion, B2B brands have been deploying influencer marketing in far more sophisticated ways than B2C brands for a long time. I asked him rhetorically, “Who do B2B brands call on to be guests on their webinars or co-author reports and white papers? Industry experts, right? Who are influencers.” My friend is a pretty bright guy. He actually responded with a “Duh” moment and thanked me for correcting his blind spot.  It is true. Business to business brands use influence marketing all the time. I happen to host second podcast and streaming video show for CIPIO.ai called The Rise – The Community Commerce Marketing Show. You can find that wherever you get your podcasts or at CIPIO.ai/podcast.  Our guests on that show are influential people in the world of marketing, business, technology and community building. We’ve talked to big-shot industry thought leaders like Bruce Cleveland, author of The Traction Gap, former Hubspot marketing lead Jeanne Hopkins, and many more. The reason we’re bringing those people to the podcast is because they are influential in the space of marketing decision makers and C-level executives we hope to reach with our product. They are influencers. Soon, we’ll be rolling out webinars featuring someone other than me to help our customers and prospects learn better techniques to build and nurture community. CIPIO.ai’s suite of applications facilitates things like community influence marketing, so leveraging influential people who are knowledgeable about the topic attracts more people to our content which drives more leads and customers. In fact, every webinar you’ve ever attended that featured a speaker from outside the company presenting the webinar … influence marketing for that company. I can talk about this all day, but I thought it best to bring an influencer in the B2B influencer marketing space to the show to bring far more wisdom than I can muster. Rachel Miller lead influencer marketing efforts for SAP for a long time. She’s now heading up her own agency working with other clients on influence strategy in both the B2B and B2C space.  Rachel has long been one of the big B2B brand representatives at the various influencer marketing marketing events out there, so a lot of the world of B2B influence marketing thinkers have learned from or been inspired by her.  Today, we’re going to mine Rachel’s experience for insights on B2B versus B2C, what issues are holding brands back in influence marketing and more. Winfluence is made possible by Cipio.ai – The Community Commerce Marketing platform. What does that mean? It’s an influencer marketing software solution, but it has additional apps that function to tap into your brand community to drive commerce. Community Commerce Marketing moves beyond influencers to fans and followers, customers, employees and more. Try its generative AI application, Community Generative AI (GCI), with a two-week free trial at cipio.ai/cgiapp, and generate a library of social captions in minutes you can use right away. Learn more about your ad choices. Visit megaphone.fm/adchoices

Om Podcasten

There's a different in having TikTokers and Instagrammers post about your brand and actually driving influence. Welcome to Winfluence - The Influence Marketing Podcast, where we explain the difference and help your brand shift from influencer marketing to influence marketing. Hosted by industry expert Jason Falls, acclaimed author of "Winfluence: Reframing Influence Marketing to Ignite Your Brand," this podcast takes you on a strategic journey through the world of influence marketing. Jason's wealth of experience ensures that your influence efforts are not just about buzz, but also about real, measurable business impact. And you'll learn that influence marketing (without the 'r') is more than just social media. It can involve offline influence, media, thought leaders, community members and beyond. 🎙️ Episode Highlights: Join us as we dive deep into enlightening conversations with a diverse range of guests, including brand managers, agency strategists, software vendors, and influencers themselves. Get ready to uncover the intricacies of the art and science behind influencing audiences to take action, whether that's trying, buying, or thinking differently. 🔥 What You'll Explore: 📊 Strategic Insights: Gain a new perspective on influence marketing by understanding how to align your influence efforts with concrete business objectives. From increasing brand awareness to driving tangible sales, we unveil the strategic keys to success. 🤝 Collaborative Brilliance: Delve into the secrets of successful collaborations as we chat with brand managers and influencers who have perfected the delicate dance of co-creation. Discover how authenticity, alignment, and creativity drive powerful partnerships. 🔬 The Influence Science: Explore the science behind influence, dissecting the psychological triggers that inspire action. Learn how to craft messages that resonate deeply with your target audience, prompting them to engage, purchase, and advocate for your brand. 🌐 Beyond Online Borders: Dive into the world of offline influence and discover how it complements digital strategies. Unearth the strategies that translate seamlessly from online to offline, creating a unified brand presence that captivates audiences across all touchpoints. 📚 Learn from the Best: Benefit from the wisdom of industry leaders who have mastered the delicate balance between utilizing influencers and creating genuine influence. Gain practical insights that empower you to create meaningful, lasting connections. 🚀 Stay Connected and Informed: If you're committed to turning influence into impact, Winfluence is your one-stop source of inspiration and knowledge. Subscribe now to receive a steady stream of episodes that will revolutionize the way you approach influencer marketing. 🎧 Where to Tune In: Listen to Winfluence wherever you get your podcasts or watch the show on its Tuesday streams at 11 a.m. ET/8 a.m. PT on YouTube, Facebook, LinkedIn and on @jasonfalls's Twitter stream. 📲 Engage and Connect: You can find Jason Falls on most social media platforms @jasonfalls or look for Winfluence on YouTube or Facebook.