Integral AI: 10+ Expert Insights On GenAI’s Ascent in B2B Influencer Marketing in 2024

2024 will see generative AI touching more areas of our lives, but where will it have the most profound impact within B2B influencer marketing?

We asked 10 top B2B influencer marketing subject matter experts to share their insight specifically about the role AI is expected to play in 2024 when it comes to influencer marketing in the business world, further expanding on the overall influencer marketing expertise each shared in our comprehensive new 2023 B2B Influencer Marketing Report, which our CEO and president Donna Robinson recently announced.

75 percent of B2B marketers are investing in influencer marketing, with 93 percent planning to use B2B influencers even more during 2024, according to recent Ogilvy data which we covered in our “5 Winning Ways To Personalize Content With B2B Influencer Marketing.”

When it comes to AI, 60 percent of B2B brands that have achieved the highest levels of success with influencer marketing have said that they use AI to assist with the identification and selection of the most relevant influencers, with 66 percent using AI technology to help with performance tracking, according to our report data.

The use of AI is one of the key differentiators among the most successful B2B influencer marketing programs, as our senior content marketing manager Joshua Nite recently explored in “The 7 Features of Highly Effective B2B Influencer Marketing Programs.”

With the use of AI technology within B2B influencer marketing poised to play an even greater role in 2024, let’s take a look at the specific areas where 10 leading B2B influencer marketing experts see generative AI flourishing in the coming year.

AI Insight #1 — Christopher S. Penn

Christopher S. Penn
Chief Data Scientist
Trust Insights
@cspenn

AI’s advancements in language and image generation are set to reshape influencer marketing. While synthetic influencers offer brand consistency, the true game-changer lies in large language models like ChatGPT. With their vast knowledge from the public web, they provide insights surpassing any human expertise. These models can filter influencers by specific criteria, such as emphasizing BIPOC voices. By merging custom databases with AI, brands gain targeted influencer insights. As AI evolves rapidly, embracing its capabilities allows companies to tap into niche influencer markets efficiently. The future of influencer marketing hinges on harnessing AI’s unmatched data analysis potential.”

Christopher S. Penn

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“As AI evolves rapidly, embracing its capabilities allows companies to tap into niche influencer markets efficiently. The future of influencer marketing hinges on harnessing AI's unmatched data analysis potential.” — @cspenn
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AI Insight #2 — Ryan Bares

Ryan Bares
Global Social Influencer Marketing Manager
IBM
@RyanBares

AI in B2B influencer marketing enhances efficiency and tailors campaigns through precise audience segmentation, ensuring content resonates with the right subset of followers for maximum impact.”

Ryan Bares

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“AI in B2B influencer marketing enhances efficiency and tailors campaigns through precise audience segmentation, ensuring content resonates with the right subset of followers for maximum impact.” — @RyanBares
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AI Insight #3 — Jen Holtvluwer

Jen Holtvluwer
Digital Enterprise Sales
Microsoft
@JenHoltvluwer

Customers will always be your best influencers to leverage in storytelling efforts. Leveraging AI, like Copilot, they swiftly access data, enhancing conversations and expediting impactful testimonials.

Jen Holtvluwer

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“Customers will always be your best influencers to leverage in storytelling efforts. Leveraging AI, like Copilot, they swiftly access data, enhancing conversations and expediting impactful testimonials.” — @JenHoltvluwer
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AI Insight #4 — Janine Wegner

Janine Wegner
Integrated Thought Leadership Strategy
Dell Technologies
@JanineWegner

GenAI augments human potential, boosting productivity and cost-efficiency, like summarizing or translating content. Yet, it’s vital to prioritize human creativity, protect intellectual property, and ensure AI transparency.

Janine Wegner

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“GenAI augments human potential, boosting productivity and cost-efficiency, like summarizing or translating content. Yet, it's vital to prioritize human creativity, protect intellectual property, and ensure AI transparency.” — @JanineWegner
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AI Insight #5 — Paul Dobson

Paul Dobson
Head of Digital Services
Cloud Software Group
@svengelsk

AI personas may emerge as future influencers, especially with specialized LLMs. While AI’s initial impact on content might be subtle, enhancing executive presence in informal settings could broaden audience appeal.

Paul Dobson

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“AI personas may emerge as future influencers, especially with specialized LLMs. While AI's initial impact on content might be subtle, enhancing executive presence in informal settings could broaden audience appeal.” — @svengelsk
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AI Insight #6 — Justin Levy

Justin Levy
Influencer Marketing Expert & Keynote Speaker
@JustinLevy

AI accelerates B2B influencer research and extends campaigns by crafting diverse content from provided materials, all tailored in the brand’s voice, optimizing influencer collaboration.

Justin Levy

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“AI accelerates B2B influencer research and extends campaigns by crafting diverse content from provided materials, all tailored in the brand's voice, optimizing influencer collaboration.” — @JustinLevy
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AI Insight #7 — Jay Acunzo

Jay Acunzo
Co-Founder
Creator Kitchen
@JayAcunzo

It’s not about bots replacing humans, but humans acting robotically. As AI reshapes B2B, unique perspectives and personal stories rise in value, eclipsing generic content.

Jay Acunzo

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“It's not about bots replacing humans, but humans acting robotically. As AI reshapes B2B, unique perspectives and personal stories rise in value, eclipsing generic content.” — @JayAcunzo
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AI Insight #8 — Ursula Ringham

Ursula Ringham
Head of Global Influencer Marketing
SAP
@UrsulaRingham

AI will become a copilot in realizing your vision for influencer content. A tool to edit or improve your content with efficiency.

Ursula Ringham

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“AI will become a copilot in realizing your vision for influencer content. A tool to edit or improve your content with efficiency.” — @UrsulaRingham
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AI Insight #9 — Kevin L. Jackson

Kevin L. Jackson
CEO
GC GlobalNet
@Kevin_Jackson

AI dramatically increases efficiency in content creation. This helps B2B influencers broaden and deepen their coverage of critical industry discussions. This technology also drives the importance of B2B influencer multi-channel marketing. Video, audio, and text-based communication conduits delivers information based on each individual’s preference. Ease, convenience, and choice are all critical differentiators in today’s market.

Kevin L. Jackson

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“AI dramatically increases efficiency in content creation. This helps B2B influencers broaden and deepen their coverage of critical industry discussions.” — @Kevin_Jackson
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AI Insight #10 — Pam Didner

Pam Didner
Vice President
Relentless Pursuit
@PamDidner

There is an app for everything. Eventually, there will be an AI for everything. iPhone App Store was launched in July 2008. It reached 1M apps in November 2014. Since the launch of ChatGPT, there have been many AI-based applications leveraging ChatGPT, GPT 4, and Dalle 3 to create text, graphics, and other forms of generative AI. We will see more and different forms of AIs to service the different needs of job functions.

Pam Didner

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“There is an app for everything. Eventually, there will be an AI for everything.” — @PamDidner
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Learn More About The Future of B2B Influencer Marketing

As these expert observations Christopher, Ryan, Jen, Janine, Paul, Justin, Jay, Ursula, Kevin and Pam show, 2024 will be a watershed year for the use of AI in B2B influencer marketing.

We offer many thanks to each for sharing their helpful insight on what the future holds for AI within B2B influencer marketing.

You’ll find much more about the future of AI and B2B influencer marketing and their combined power in building relationships, creating influencer communities and more in our all-new 2023 B2B Influencer Marketing Report. It’s 39 pages are rich with survey insights, case studies from B2B brands, a list of 25 top influencer marketing practitioners from major B2B brands, and much more.

Get started now and explore our all-new 2023 B2B Influencer Marketing Report.

The post Integral AI: 10+ Expert Insights On GenAI’s Ascent in B2B Influencer Marketing in 2024 appeared first on B2B Marketing Blog - TopRank®.

Elevate B2B Marketing News Weekly Roundup: B2B Performance Branding, Rising MarTech Spend, & Meta’s New AI Tools

The Vast Majority of CMOs Expect Their MarTech Spend to Grow
2023 marketing technology spending represented some 30 percent of overall marketing budgets, a figure that was up from the 24 percent seen in 2022, having overtaken staffing and labor costs which represented 28 percent of marketing budgets, down from 35 percent during 2022, according to newly-published survey data. MarketingCharts

Influencer Pay Equity Guide
The Association of National Advertisers (ANA), PR Council, and 4As have published a new guide to influencer marketing which has focused on achieving greater pay equity, with report data showing a pay gap of some 29 percent for black, indigenous, and other people of color (BIPOC) influencers. ANA

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“B2B brands are all drowning in a sea of sameness. Every brand is blue, every brand is saying the same things in the same way. It's a massive problem, and a massive opportunity.” — Peter Weinberg of @B2BInstitute
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Study examines combining first-party and third-party data to reach wider audiences, reduce costs
Brand favorability outcomes improved by using joint first and third-party data in efforts, with the strong points of each type of data combining to improve intent and brand favorability ratings, according to recently-released report data of interest to B2B marketers. DigiDay

Apple announces RCS support for iMessage
Apple has announced forthcoming support for the mobile rich communication services (RCS) texting protocol, which will allow greater messaging interoperability between users of the world’s two primary types of cellphones, potentially leading to new marketing opportunities for B2B marketers, Apple recently reported. Ars Technica

Mindshare, Snapchat Study ‘Need States’ Of Social Media Users
16 percent of global consumers have said that they use social media for learning, 15 percent to build a better future, and 13 percent for fostering connections, while a leading 22 percent pointed to exploring and finding new experiences — four of numerous findings contained in newly-published survey data. MediaPost

Follower Count Fully Live In Google Search Result Snippets
Search giant Google has rolled out new social media site follower count displays for searchers seeking information about people, a change that could better help B2B marketers find subject matter experts who have sizable social media followings, Google recently announced. SEO Roundtable

Meta teases new AI-powered editing tools coming to Facebook and Instagram
Facebook and Instagram parent firm Meta’s forthcoming AI video clip generation tools — known as Emu Video and Emu Edit — are slated to bring new AI video clip creation and editing opportunities to marketers using the Instagram and Facebook social platforms, Meta announced recently. The Verge

Social media could be the key to connecting with baby boomers
Since the first quarter of 2021 the number of U.S. consumers in the baby boomer demographic who say their primary use of social media is to follow influencers has increased by 22 percent, while a scant 10 percent in this demographic see themselves represented in advertising — two of numerous statistics of interest to digital marketers contained in newly-published report data. Insider Intelligence

LinkedIn Shares New Insights Into Engagement With Collaborative Articles
Microsoft-owned LinkedIn (client) users read some 74 percent more content in the platform’s AI-infused Collaborative Article format over the past month, as greater numbers of the professional social platform’s users — which recently topped the 1 billion mark — have interacted with content in the Collaborative Article format, LinkedIn recently announced. Social Media Today

Why performance branding is at the frontier of B2B marketing [Report]
When it comes to how B2B marketers have struck a balance between brand-building and lead generation, B2B marketing leaders have said that 36 percent of their investment in marketing budgets will go towards lead generation, with 30 percent for brand-building and awareness and some 20 percent to demand generation, and The Drum recently took a look at new report data from LinkedIn. The Drum

ON THE LIGHTER SIDE:

A lighthearted look at “Intent Signals” by Marketoonist Tom Fishburne — Marketoonist

Ethernet is Still Going Strong After 50 Years — IEEE Spectrum

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden / NetLine / TopRank Marketing — 3 Key Takeaways From Content Marketing World 2023 — Convince and Convert
• Lane R. Ellis / TopRank Marketing — This Week in Marketing: Human-Centered Strategy for 2024 — LinkedIn (client)
• Lee Odden — Numbers and Niches: 10 Ways Data Can Help Optimize Consumer Outreach — iTechPost

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Sharifah Niles-Lane @SharifahNL
Jessica Hreha @jessicahreha
Melissa Hodai @melissahodai
Brian Piper @brianwpiper
Andrew Davis @DrewDavisHere

Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

Have you found your own top B2B marketing news item we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.

Thank you for taking the time to join us for this week’s Elevate B2B Marketing News, and we hope that you will return again next Friday for another array of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @TopRank on Twitter/X for even more timely daily news.

The post Elevate B2B Marketing News Weekly Roundup: B2B Performance Branding, Rising MarTech Spend, & Meta’s New AI Tools appeared first on B2B Marketing Blog - TopRank®.

Gratitude in Growth: Celebrating a Year of Transformation at TopRank Marketing

A Thanksgiving Ode to B2B Marketing

In this season of thanks, we pause and reflect,
On journeys in marketing, with due respect.
From boardrooms to webinars, strategies unfurl,
In the bustling world of B2B’s swirl.

With gratitude, we think of clients so dear,
Whose visions and goals, we’ve helped steer.
Together we’ve charted digital seas,
Elevating brands with graceful ease.

In campaigns and content, our stories entwine,
Crafting narratives that truly shine.
Metrics and KPIs, in harmony blend,
Celebrating successes, from start to end.

So here’s to the journey, the ups and the downs,
To all the hard work that rarely frowns.
Thank you, dear clients, for trust and more,
In this marketing voyage, we truly adore.

As Thanksgiving beckons with its festive flare,
We’re thankful for partners, beyond compare.
In the spirit of giving, let’s raise a toast,
To B2B marketing, what we love most!

All rhyming aside, TopRank Marketing has a long history of sharing an attitude of gratitude this time of year. Here are a few words from our team members on what they are most thankful for:

“There is nothing more magical than having a deep friendship in your 40s with the same people you built blanket forts with when you were eight. I am so deeply thankful for my big brother and big sister! From trying to send messages to the Alien Dogs on Sirius to reaching out to one another from across the world, we’ve always challenged each other’s imaginations for what’s possible and centered one another in times of need. Love you, and thank you!”
— Theresa Dorsey Meis, Content Strategist

“2023 has been chock full with new wonders and delights plus a few challenges to keep things interesting, all merging to form another year I’m very thankful for.

Most of all I’m grateful for my tremendous and supportive family, friends, and associates.

Celebrating 22 years of marriage with my amazing wife Julie Ahasay tops my thankfulness list, along with the continuing joy of having my parents Konnie and Bob in my life, as well as my astounding and always-inspiring 106-year-old grandma Lilly Haldorsen, who still lives in her own house and gets out often.

I’m grateful for nearly 40 years of communicating online, and thankful to still be able to run and mountain bike the beautiful trails of Duluth. I’m also thankful for our loving cats Kukla , Twister, and Arlo.

This time of year is ideal for reflecting and reaching out to give the world and its endless opportunities a cozy embrace of thankfulness, and I send a hearty virtual hug to all of you I’m fortunate enough to know, lovely family and friends. Thank you.”
— Lane R. Ellis, Social Media & Content Marketing Manager

“I am thankful for my husband and daughter, our home, and the friendships we’ve built together. Working at TopRank has allowed me to prioritize my work/life balance, and the awesome team is the icing on the cake!”
— Casey Borrero, Influencer Marketing Strategist

“It’s been a tough year for my family in several ways, so I’m very grateful to say we’re all still in one piece and healthy. These challenges have made me more grateful for TopRank than ever, since having a job and co-workers I can count on and feel good about has been a huge boon when I needed it most. Thank you all for creating such a positive and inspiring work environment!”
— Harry Mackin, Content Strategist

“As I reflect this Thanksgiving with a heart full of gratitude, acknowledging the blessings that have shaped the year. At the core of my thankfulness is the unwavering support of family, especially my husband, whose love and encouragement have been a constant source of strength. I want to express deep appreciation for my fulfilling employment at TopRank Marketing and the valuable learning experiences that have enriched my career. I want to acknowledge the collaborative spirit of my coworkers, who continue to amaze and inspire me. I find solace in the companionship of my pets, Bandit, Henri and Kayla, whose unconditional love brings joy and warmth to my everyday existence. Lastly, I want to extend my gratitude to the vibrant community that surrounds me, recognizing the collective strength and resilience that emerges when individuals come together to support and uplift one another.”
— Debbie Friez, Associate Director, Social Media & Influencer Marketing

“As I reflect on this past year, I’m personally grateful for taking a leap and moving to my new beach town – Lantana, Florida. I’ve had so much fun living on Florida’s east coast, meeting new people, and feeling blessed to enjoy all of my favorite ocean activities. Professionally, I’ve had the best time working at TopRank since starting in January of this year. I’m grateful to be working with the kindest (shout-out to Midwesterners) and smartest team, the ability to work remotely, and I’m genuinely excited for what’s to come in 2024.”
— Jenny Steffens, Senior Account Manager

“This Thanksgiving, I’m brimming with gratitude for the vibrant new chapter at TopRank Marketing. With our refreshed brand, updated website, and an energized blog, we’re setting new standards in marketing. Our latest influencer report’s success and collaborating with our inspiring new CEO, Donna Robinson, mark the beginning of an exhilarating journey.

At home, watching my daughters’ curiosity and growth is a joyful reminder of life’s simple wonders (and a reminder that I still have a lot to learn about the world!). Here’s to a season of growth, giggles, and the occasional ‘sanity check’ – Happy Thanksgiving to all!”
— Katelyn Drake, Director of Agency Marketing

“I’m so thankful for my children — 14-yo is growing up to be a kind, considerate and funny young man. My 8-yo daughter is a ray of sunshine and love to everyone she meets!

On the work side, I’m grateful for a team that is always up to bounce ideas off each other and help each other do our best work.”
— Joshua Nite, Senior Content Marketing Manager

“I am thankful that I was able to welcome a healthy, beautiful daughter this year and that I have been so supported in being a mom AND bad-a** marketer by TopRank. I feel truly blessed to have the opportunity to work for this agency and be able to show my daughter what a strong work ethic and purpose can bring into your life.”
— Claire Luinstra, Director, Client Accounts

“This year, I am painfully aware of how privileged I am to live somewhere safe with my little family, all of whom are in good health. I have been reminded this year not to take those things for granted, and that these days are a gift. I’m learning to stay present, slow down, and sometimes pause so I can fully soak up intentional time each day with my husband and young children.”
— Erin McClure, Senior Account Manager

TopRank Marketing Gives Thanks for You in 2023

As this year unfolds with its unique challenges and triumphs, all of us at TopRank Marketing find ourselves more grateful than ever for you. Your unwavering support, incredible partnerships, and enthusiastic engagement have been pivotal in our journey of refreshing our brand, enhancing our services, and achieving remarkable milestones in B2B marketing.

This Thanksgiving, we’re particularly thankful for the opportunity to collaborate, grow, and celebrate successes, both big and small, alongside you. Your trust and partnership inspire us every day to reach new heights and continue innovating in the ever-evolving world of marketing.

Happy Thanksgiving from our team to yours! May this season be filled with joy, reflection, and the warmth of shared successes.

Sincerely,

The TopRank Marketing Team

The post Gratitude in Growth: Celebrating a Year of Transformation at TopRank Marketing appeared first on B2B Marketing Blog - TopRank®.

The 7 Features of Highly Effective B2B Influencer Marketing Programs

B2B influencer marketing is having a moment.

Our 2023 B2B Influencer Marketing Report found that 85% of B2B marketers have influencers in the mix. That’s up from 34% in 2020 and 46% in 2022. 

And not only are more marketers trying out B2B influence, more than ever are seeing success. Our respondents rated influencer marketing the 2nd most successful tactic in their programs, second only to social media marketing.

But for all the success marketers are seeing, only about a third rated their program as “extremely effective.”

I don’t know about you, but if I hear that some folks are getting “extremely effective,” I’m not going to settle for “somewhat effective.” The relentlessly optimizing marketer within all of us will not rest at “doing okay.”

Fortunately for all of us, TopRank Marketing asked all 400 of our survey participants how they run their influencer programs.

And we separated out the top performers from the rest of the pack.

What are the “extremely effective” folks doing differently? Here are seven stats that stood out to me.

Seven Features of Highly Effective B2B Marketing Programs

You’ll see as we go through the data that some less-effective programs are also using some of these techniques. But the extremely effective folks are far more likely to be doing them — the correlation of these features with success is high.

#1: Use professional influencers

Most effective: 54%

All others: 39%

What it means: B2B influence comes in a lot of different shapes, sizes and specialties. Some marketers stick with people who have direct experience in their industry: CEOs, industry consultants, respected practitioners and the like. While these types of experts add plenty of credibility to a program, they may have a smaller reach than others.

The most successful programs are more likely to approach professional influencers. These are experts who actively cultivate and engage with a large audience. They’re keynote speakers, pundits, best-selling authors. They’re in the business of self-promotion.

Why it works: While professional influencers may not have as much technical knowledge as a practitioner or consultant, they are generally well-versed in the topics they specialize in. These folks know how to create compelling content and make sure their audience engages with it. 

Professional influencers add reach and spice to your content — it’s well worth having them in the mix.

 

#2: Compensate influencers

Most effective: 53%

All others: 43%

What it means: In the pre-pandemic world, it was possible to entice influencers to collaborate without payment (or other compensation, like free products). The recognition and the potential to reach new audiences were enough for most influencers.

During the pandemic, those who rounded out their salary by speaking at events found themselves turning to online influence. Now B2B influence has become a profession for some and a relied-upon second source of income for others.

Why it works: It’s still important to cultivate relationships with influencers. A purely transactional relationship will result in uninspired content and inauthentic vibes for your audience. That said, compensating influencers is essential to work with the most qualified folks who have the largest relevant reach.

Another advantage of formal compensation: You can draw up a contract that includes deliverables, performance expectations and measurement. This type of formal arrangement actually helps build relationships, because it ensures everyone’s on the same page and will get their needs met.

 

#3: Use technology to identify, engage and manage

Most effective: 60% 

All others: 52%

What it means: It’s possible to search for influencers without dedicated tools. You can search LinkedIn, hit up Google, or browse industry forums. But ‘possible’ and ‘most effective’ aren’t the same thing. Tools that are designed for influencer identification, engagement and management make the whole process far more simple and efficient.

Why it works: B2B influence is about more than sheer audience size. It’s about building a mix that balances knowledge, experience, relevance and reach. Sure, Influencer X might have 1.5 million followers, but when he posts about #ICP does he mean Ideal Customer Profile or Insane Clown Posse?

Influencer tools help to find the most meaningful influencers for your campaign without dozens of hours of searching.

#4: Use AI for performance tracking, identification and selection

Most effective: 60%

All others: 33%

What it means: Since there’s so much buzz around generative AI, we made sure to ask AI-specific questions for this report. AI can help increase efficiency and effectiveness throughout an influencer program. It makes sense that marketers who make the best use of new technology are more likely to be effective.

Why it works: In the identification stage, AI can help evaluate influencers’ social media accounts for relevance, analyzing posts for sentiment and topic. In the nurture stage, AI can help draft emails and social messages. For measurement, it can help analyze large data sets to find trends and attribute results.

Simply put, AI is a valuable tool for all of marketing, influencer marketing included. We expect to see the number of marketers using it to increase dramatically for next year’s report.

 

#5: Measures and tracks performance

Most effective: 55%

All others: 48%

What it means: We probably don’t have to dwell on what it means to measure and track performance, right? As with any other marketing tactic, influencer marketing programs should be designed with measurement in mind and optimized based on results. 

Why it works: This may be the biggest single opportunity for marketers to improve. Measurement is the first step to optimization. It’s the way for marketers to prove their value and secure bigger budgets. It’s the way to win over the executive suite for a more expansive influencer program that the execs themselves participate in!

It’s also easier than ever to measure influencer campaigns. Likes, shares, engagements and reach are easy. But you don’t have to stop at top of funnel measurement. If each influencer has a trackable URL for their posts, you can see who is driving the most traffic to your asset. If each influencer has a trackable landing page URL, you can measure conversions. 

Measure everything you can. And make a measurement plan before you reach out to a single influencer.

#6: Create an always-on program

Most effective: 51%

All others: 14%

What it means: Most marketers start an influencer marketing program as a series of one-off engagements. You research influencers, cultivate relationships, co-create content, publish the content… and then start all over again from scratch.

An always-on program continues nurturing, relationship-building and collaboration between big campaigns. It can also mean putting your influencers in touch with each other to create a community — a group of enthusiastic experts who can work with and advocate for the brand.

Why it works: First, running an always-on program is more efficient. While it does take some time and effort to keep the program running, it’s much less of an investment than restarting from scratch every time. 

In addition to reducing overhead, an always-on program delivers more value to your audience and gives more opportunities to add value for your influencers, too. The results tend to be more content, more engaged influencers, and happier people all around.

#7: Outsource most or the entirety of your program

Most effective: 83%

All others: 54%

What it means: Rather than become experts in influencer marketing — the tools, the tactics, the best practices, the contracts and negotiations — marketers are choosing to go with trusted experts.

I know what you’re thinking. “Wow, a B2B influencer marketing agency found that more successful programs outsource to an agency! What a twist!” And I’ll admit, this response was good news for us. But it’s also true that outsourcing is the element that the most extremely effective programs have in common. 

Why it works: Simply put, influencer marketing is getting more complicated as it gets more sophisticated. It takes an investment of time and resources and requires skill and experience. An agency can take on everything from identifying influencers to negotiating contracts to measurement and reporting. 

At TopRank Marketing we were doing influencer marketing before it was cool (Yes, we’re B2B hipsters). We may not have invented it, but we’ve been at it a long time. In addition to knowledge, experience, and access to the latest tools, we have established relationships with hundreds of B2B influencers in dozens of industries.

We would love to be the secret driver of your extremely effective influencer marketing program. Ready to get started? Contact us today.

The post The 7 Features of Highly Effective B2B Influencer Marketing Programs appeared first on B2B Marketing Blog - TopRank®.

How to Develop a Strategic Planning Process in B2B Marketing

Creating and managing a carefully planned B2B marketing approach is crucial for businesses aiming to achieve continuous expansion in a fiercely competitive digital marketing environment.

Attempting a B2B marketing campaign without a strategy can lead to disjointed marketing efforts, resulting in failure to effectively engage your target audience. On the other hand, a well planned marketing strategy can distinguish you from competitors, establish your brand as an industry authority, bolster customer confidence, and showcase your deep understanding of your audience’s pain points.

In this guide, we will go over a step-by-step process for how to develop a B2B marketing strategy.

Steps of a Strategic Planning Process in B2B Marketing

Step 1: Understand your target audience

Understanding your target audience is the foundation of any successful B2B marketing strategy. After all, before you can make a plan, you have to know as much as you can about who you are trying to target.

Learning about your audience involves identifying the businesses, roles within organizations, or personas who are most likely to benefit from your offering. With a clear understanding of your audience’s needs, challenges, and preferences, you can tailor your marketing efforts to resonate with them effectively.

Step 2: Conduct a content audit

The first step in a well planned B2B marketing strategy is to evaluate the assets you currently have with a content audit. This will help you identify existing assets that can be leveraged in your new campaign as well as content that is outdated and either needs to be removed or refreshed. The audit will also surface gaps in your content that can be addressed in the marketing plan.

Step 3: Set clear campaign goals

Clear and specific goals are crucial in guiding your B2B marketing efforts. Whether it’s increasing lead generation, boosting brand awareness, or driving sales, well-defined objectives provide direction for your strategy planning process. These goals are commonly associated with key performance indicators (KPIs) and tracking them will tell you whether or not your campaign is succeeding.

These KPIs should align with your overall business strategy and be SMART – Specific, Measurable, Achievable, Relevant, and Time-bound. By using a SMART framework for developing KPIs, you will be better able to measure the effectiveness of your strategy.

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“Key performance indicators (KPIs) should align with your overall business strategy and be SMART - Specific, Measurable, Achievable, Relevant, and Time-bound.” — Art Allen @punsultant
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Step 4: Competitive analysis

Your B2B marketing campaign won’t exist in a vacuum, so it’s a good idea to research and evaluate your competitors. This research can help you identify what sets your business apart and where you can gain a competitive edge, as well as what brand perceptions may need shoring up.

A competitive analysis can also highlight what topics or tactics are especially successful for others. By examining your competitors’ strengths and weaknesses, you can strategically position your B2B marketing efforts to capitalize on opportunities — or create your own.

Step 5: Choose the right marketing channels and tactics

Selecting the appropriate marketing channels is essential to reaching your target audience effectively. Consider where your audience spends their time online and which platforms align with your goals. This might include:

• SEO-driven content marketing through blogs and guides to drive organic traffic.
• Email marketing to reach prospects where they’re most likely to see your message.
• Social media platforms to directly engage with your audience.
• Paid advertising channels like PPC campaigns to reach the right audience at the right time.

Step 6: Budgeting and resource allocation

More than any other factor, the scope and reach of your B2B marketing initiative is defined by the campaign’s budget and your available resources. Being strategic about how and where to allocate these resources ensures that you can execute your marketing plan effectively and achieve your objectives while also maintaining a healthy ROI.

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“More than any other factor, the scope and reach of your B2B marketing initiative is defined by the campaign’s budget and your available resources.” — Art Allen @punsultant
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Resource allocation goes beyond just financial considerations; it also involves allocating personnel, time, and technology resources appropriately. This includes determining who on your team will be responsible for specific tasks and ensuring they have the capacity and tools needed to execute effectively.

Step 7: Measure, analyze, and iterate

Measuring the outcomes of your marketing efforts provides a clear depiction of their effectiveness. Using analytics tools, you can track the data related to the KPIs you established earlier in the planning process. Regularly analyzing these results will help you understand how well your campaign is performing. If the KPIs aren’t being met, you can use that data to iterate and optimize your strategy for better results.

Learn more about the importance of a strategic approach to B2B marketing with our guide, B2B Marketing Strategy Tips and Resources.

The post How to Develop a Strategic Planning Process in B2B Marketing appeared first on B2B Marketing Blog - TopRank®.

Elevate B2B Marketing News Weekly Roundup: The Rising Pull of B2B Video, Google Adds Followed Searches & Tests Notes

B2B Video Is Bringing in Customers [Report]
91 percent of B2B marketers have said that their organization has used video in marketing efforts, with 90 percent noting that video has helped increase traffic, while 71 percent of B2B brands have used videos created especially for social media, with 70 percent having utilized explainer videos — three of numerous findings included in newly-published report data. ANA

B2B Demand Gen Marketers to Increasingly Prioritize High-Quality Lead Programs
When it comes to the demand generation channels and tactics that B2B marketers plan to expand the most in the coming year, a leading 51 percent pointed to account-based marketed (ABM) initiatives, 30 percent noted lead nurturing efforts, and 27 percent high-quality late-funnel lead programs, according to recently-released demand generation survey data of interest to B2B marketers. MarketingCharts

Google Launches “Notes” To Add User Comments In Search Results
Search giant Google has begun testing a new Notes feature in its Google Search Labs program that allows signed-in users to share their personal experiences about specific search results, as part of Google’s ongoing efforts to surface more user-generated content (UCG) within its search experience, Google recently announced. Search Engine Journal

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“A lot of marketers fail to recognize the fact that B2B buyers don't have a B2B buying cap on at some times of the day and a consumer hat on at other times of the day.” — Rick LaFond of @Gartner_Inc
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LinkedIn Adds Relationship Management Elements to Sales Navigator
Microsoft-owned LinkedIn (client) has brought new Account IQ additions to its Sales Navigator product, which has incorporated AI with real-time first-party data from the professional social platform to show more detailed company business data, while a new Relationship Map feature has added new visual elements, LinkedIn recently annnounced. Social Media Today

Why Most Video Content Fails To Reach Its Full Potential [New Research]
67 percent of marketers have said that video has been more important to their business over the past year, while just seven percent noted their organization was using video to its full potential, with 54 percent of survey respondents having used video interviews with influencers and subject matter experts — three of many findings included within newly-published video and visual storytelling survey data. Content Marketing Institute

Brand and Marketing Strength Are Important Considerations for Financial Analysts
When it comes to appraising and analyzing companies, 79 percent of financial analysts have said the strength of a brand and its marketing is most important, with 76 percent pointing to leadership quality and 72 percent noting technological innovation prowess, according to recently-released survey data of interest to B2B marketers. MarketingCharts

Google Analytics 4 can now be integrated with Salesforce Marketing Cloud
Audience syncing between Salesforce Marketing Cloud and websites using Google Analytics 4 has rolled out, allowing more streamlined functionality between the two using Salesforce Marketing Cloud’s Journey Builder, and Search Engine Land recently took a look. Search Engine Land

Instagram Updates Reels Composer UI to Provide More Creation Options
Meta-owned Instagram has given its Instagram’s Reels video composer an array of new editing and user interface options, contained in the social platform’s latest update, allowing B2B marketers using Reels greater customization without the use of third-party video design tools, Instagram announced recently. Social Media Today

B2B Demand Gen: Smaller Companies Catch Up to BDR Best Practices
61 percent of B2B technology and demand generation marketers at organizations with over 5,000 employees have said they have a lead-qualifying team that sets appointments for the sales team once screening has happened, with 58 percent of organizations under 5,000 employees having such a team, according to newly-published survey data. MarketingCharts

Google Search Adds Follow Feature
Google has begun rolling out the ability to actively follow certain chosen search topics, triggering additional related content within a user’s Discover feed and within future searches, along with related news about followed topics, Google recently announced. Search Engine Roundtable

ON THE LIGHTER SIDE:

A lighthearted look at “Break through the Clutter” by Marketoonist Tom Fishburne — Marketoonist

On this day, the Intel 4004, the world’s first commercially produced microprocessor, was launched — XDA

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• TopRank Marketing — Under The Influence: Influencer Marketing Benefits Sales, Branding, And More — MirabelTech / Magazine Manager
• TopRank Marketing — This Week in Marketing: B2B as a Specialization — LinkedIn (client)
• TopRank Marketing — The Drop on Influencer Marketing as a Service [Video] — Hotwire

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Greg Boser @GregBoser
Lisa Buyer @lisabuyer
Rani Mani @ranimani0707
Debra Jasper @DebraJasper
Brett Tabke @btabke

Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

Have you come across an important B2B marketing news item we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.

Thanks for joining us for this week’s Elevate B2B Marketing News, and we hope you’ll return again next Friday for another selection of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @TopRank on Twitter/X for even more timely daily news.

The post Elevate B2B Marketing News Weekly Roundup: The Rising Pull of B2B Video, Google Adds Followed Searches & Tests Notes appeared first on B2B Marketing Blog - TopRank®.

12+ Top 2024 B2B Influencer Marketing Predictions From Industry Experts

What does the future of B2B influence look like, and how will top global brands succeed with B2B influencer marketing in 2024 and beyond?

With the recent launch of our all-new 39-page 2023 B2B Influencer Marketing Report, there’s no better time to put these questions to some of the top B2B industry influencers, leading B2B marketers from major brands, and influencer marketing technology executives.

As marketers are asked to do more with less and prove return on investment (ROI), the popularity of influencer marketing has risen, as 94 percent of marketers have said that influencer marketing is a successful strategy for B2B, with greater numbers of B2B marketers increasing their level of influencer marketing maturity and sophistication and shifting even more towards always-on, relationship-based influencer communities.

The benefits of having an influencer marketing strategy in place have expanded — as our new report shows — with 61 percent of B2B marketers at organizations extensively using influencer marketing having seen increased sales revenue, 58 percent improved brand reputation, 47 percent improved brand advocacy, and the same percentage achieving improved retention rates.

Let’s jump right in and take a look at the future of B2B influence from 12 top subject matter experts.

12+ B2B Influencer Marketing Predictions From Top Experts & Influencers

Paul Dobson
Head of Digital Services
Cloud Software Group
@svengelsk

In near terms, budget constraints will push influencer content further down the sales funnel, requiring proof of its impact on sales. Incorporating influencers throughout the customer journey fosters familiarity and strengthens vendor-influencer relationships, benefiting both parties.

Paul Dobson

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“Incorporating influencers throughout the customer journey fosters familiarity and strengthens vendor-influencer relationships, benefiting both parties.” — Paul Dobson @svengelsk
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Ursula Ringham
Head of Global Influencer Marketing
SAP
@UrsulaRingham

Authentic engagement will be key in 2024 and beyond. In the B2B space, we need real people to give their opinions and perspectives about challenges and solutions. No one wants to buy from an AI that hasn’t done the work or used the product.

Ursula Ringham

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“Authentic engagement will be key in 2024 and beyond. In the B2B space, we need real people to give their opinions and perspectives about challenges and solutions.” — Ursula Ringham @UrsulaRingham
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Debbie Friez
Associate Director, Influencer and Social Media
TopRank Marketing
@dfriez

We will see a pivotal shift towards authentic connections in B2B influencer marketing over the next year. As measurement techniques refine, the true business impact of genuine relationships will come to the forefront, underscoring the value of trust and credibility in every partnership.

Debbie Friez

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“We will see a pivotal shift towards authentic connections in B2B influencer marketing over the next year.” — Debbie Friez @dfriez
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Ryan Bares
Global Social Influencer Marketing Manager
IBM
@RyanBares

AI will revolutionize B2B influencer marketing by enhancing influencer discovery, vetting, and collaboration. Expect platforms to integrate AI for content optimization, predictive analytics, and compliance, elevating campaign strategies.

Ryan Bares

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“AI will revolutionize B2B influencer marketing by enhancing influencer discovery, vetting, and collaboration.” — Ryan Bares @RyanBares
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Pam Didner
Vice President
Relentless Pursuit
@PamDidner

Short-form video continues to be a major player in the realm of influencer marketing. I think we will also continue to see brands evaluating their influencer portfolio based on gender, age, and ethnicity to reach a broader audience.

Pam Didner

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“Short-form video continues to be a major player in the realm of influencer marketing. We will also continue to see brands evaluating their influencer portfolio based on gender, age, and ethnicity.” — Pam Didner @PamDidner
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Janine Wegner
Integrated Thought Leadership Strategy
Dell Technologies
@JanineWegner

In the upcoming year, AI, especially generative AI, will dominate, promoting global experts to influencer status. Enhanced translation and creative tools empower diverse voices worldwide, enriching perspectives and championing inclusivity.

Janine Wegner

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“In the upcoming year, AI, especially generative AI, will dominate, promoting global experts to influencer status.” — Janine Wegner @JanineWegner
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Justin Levy
Senior Director, Influencer Marketing & Head of Community
Demandbase
@JustinLevy

By 2024, B2B companies will create distinct influencer roles, separating from standard social media tasks. LinkedIn will face increased API access demands, especially as other platforms limit data. Influencer campaigns will need to demonstrate direct contributions to sales, beyond just raising brand awareness.

Justin Levy

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“By 2024, B2B companies will create distinct influencer roles, separating from standard social media tasks. Influencer campaigns will need to demonstrate direct contributions to sales, beyond just raising brand awareness.” — @JustinLevy
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Theodora Lau
Founder
Unconventional Ventures
@psb_dc

This space will continue to evolve and thrive. With in-person events returning in full force, there are more things that KOLs can partner with brands on — making the engagement more interesting and engaging, and providing more channels to connect than ever.

Theodora Lau

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“With in-person events returning in full force, there are more things that KOLs can partner with brands on — making the engagement more interesting and engaging, and providing more channels to connect than ever.” — Theodora Lau @psb_dc
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Amy Higgins
Owner
Amy Higgins Consulting
@AmywHiggins

The leaders in the space are finding creators who have clear points of view and add to the brand’s story. We are going to continue to see more co-marketing efforts between brands and between brands and influencers.

Amy Higgins

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“The leaders in the space are finding creators who have clear points of view and add to the brand’s story. We are going to continue to see more co-marketing efforts between brands and between brands and influencers.” — @AmywHiggins
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Jay Acunzo
Co-Founder
Creator Kitchen
@JayAcunzo

In 2024, the creator economy will redefine B2B marketing. As traditional B2B reach wanes, genuine creator voices gain traction. B2B brands will prioritize partnerships with these impactful creators and cultivate such talent in-house.

Jay Acunzo

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“In 2024, the creator economy will redefine B2B marketing. As traditional B2B reach wanes, genuine creator voices gain traction. B2B brands will prioritize partnerships with these impactful creators.” — @JayAcunzo
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Casey Borrero
Influencer Marketing Strategist
TopRank Marketing

Influencer marketing is expected to undergo a transformation through the implementation of data-driven strategies. The process of selecting influencers will heavily depend on the utilization of sophisticated analytics tools to assess the effectiveness of campaigns and make informed decisions based on data. This methodology will enhance strategies and achieve maximum ROI.

Casey Borrero

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“Influencer marketing is expected to undergo a transformation through the implementation of data-driven strategies.” — Casey Borrero of @TopRank Marketing
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Christopher S. Penn
Chief Data Scientist
Trust Insights
@cspenn

B2B influencer marketing in 2024 confronts a data gap due to platform fragmentation. Direct customer surveys, community monitoring, and adaptive strategies will be vital to gauge influencer impact in this evolving landscape.

Christopher S. Penn

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“B2B influencer marketing in 2024 confronts a data gap due to platform fragmentation. Direct customer surveys, community monitoring, and adaptive strategies will be vital to gauge influencer impact.” — Christopher S. Penn @cspenn
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Learn More About The Future of B2B Influencer Marketing

As these insightful predictions from Paul, Ursula, Debbie, Ryan, Pam, Janine, Justin, Theodora, Amy, Jay, Christopher and Casey show, the future of B2B influencer marketing is a bright one indeed.

We offer many thanks to each for sharing their helpful insight on what the future holds for successful B2B influencer marketing.

There is much more to learn in our comprehensive new 2023 B2B Influencer Marketing Report, and industry media coverage about the insights it contains has begun in earnest, including MediaPost’s “B2B Galvanizers: Influencer Marketing Takes Hold In Business-to-Business,” MarketingProfs’ “What Makes B2B Influencer Marketing Programs Successful,” Financial Promoter’s “B2B Influencer Marketing Drives Revenue,” Hotwire Global Communications’ “The Drop on Influencer Marketing as a Service,” and LinkedIn’s* “This Week in Marketing: B2B as a Specialization.”

You’ll find much more about the future of B2B influencer marketing and its power in building relationships, creating influencer communities and more in our all-new 2023 B2B Influencer Marketing Report. It’s 39 pages are rich with survey insights, case studies from B2B brands, a list of 25 top influencer marketing practitioners from major B2B brands, and much more.

Get started now and explore our all-new 2023 B2B Influencer Marketing Report.

* LinkedIn is a TopRank Marketing client.

The post 12+ Top 2024 B2B Influencer Marketing Predictions From Industry Experts appeared first on B2B Marketing Blog - TopRank®.