10 Telling Examples of the Power of B2B Influencer Marketing

B2B influencer marketing is a remarkably cheap and efficient way to power successful marketing campaigns.

By Murray Newlands • edited by Dan Bova • Apr 19, 2017

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Businesses of all sizes across the world are leveraging the help of influencers for their B2B marketing. B2B influencer marketing is a cheap and efficient way to create successful marketing campaigns spanning a variety of marketing channels without investing a huge amount of time into them. But the real question is:

What is Influencer Marketing?

Influencer marketing

The number of visitors to a website
The number of “likes”, “shares”, and “follows” on social media
The number of sales on an e-commerce platform
The amount of traffic to a specific landing page of a website

Simply put, influencer marketing is using the voice of a thought or industry leader to get your brand’s message to your audience on your behalf. It’s an easy way to use the celebrity status of a person to encourage your audience to listen to you.

The Benefits of Influencer Marketing

A way to connect to customers who are more difficult to reach
Not as expensive as other forms of marketing
A good way to maintain an authentic focus on your target audience

Top 10 Examples of B2B Influencer Marketing

1. Synechron with Chatbots

Chatbots have been on center stage from a marketing standpoint this year. Chatbots have made a number of tasks easier for consumers. From ordering a pizza to booking a flight, the opportunities are endless. Just how does B2B influencer marketing fit in? A perfect example of this is Synechron. The company leveraged various financial services to then incorporate chatbots into their business in order to solve various challenges it was facing, some of which included banking, trading, and insurance problems.

These chatbots can be integrated into social media platforms, such as Facebook, thanks to tools like Chattypeople. Chatbots helps you boost your business capabilities through AI-powered chatbots that can undertake a variety of tasks; for example, placing orders, taking payments, and pushing offers and promotions on demand.

2. TopRank with Content Marketing

3. IBM with Employee Advocacy

Amber Armstrong

4. Okta with Customer Content Marketing

Aside from your employees, who know everything there is to know about your brand, products, and services, customers also value the opinions of other customers. This is because clients do not have a reason to lie. They will speak about your company without any bias and if positive, client testimonials are essential to the success of your B2B content strategy. Okta, an identity and device management company, did this very well by asking its clients to share their experiences with the brand and then published these in the form of stories that show how their services helped their clients do their job more efficiently. Some of their clients, and in turn, influencers, included News Corp, Adobe, and 20th Century Fox, all of which had their own landing pages, with media like statistics, videos, quotes, and various relevant blog posts.

5. SAP with Video Marketing

6. Video Fruit with Guest Blogging

An increase in page views of over 500 percent
Unique page views jumped up by over 600 percent
The average time visitors spent on the page increased by more than 8 percent
The bounce rate diminished by just under 6 percent

7. Point Blank SEO with Guest Blogging

Another example highlighting the importance of guest blogging as a form of B2B influencer marketing is Jon Cooper, the author Point Blank SEO, a link-building blog. He was published as a guest blogger on YouMoz, followed by Moz itself. In just 24 hours, Point Blank SEO saw its visitor numbers rise to more than 400. Since then, his blog has seen a steady rise in numbers.

8. Microsoft and National Geographic with Instagram

National Geographic

30 pictures by renowned photographers across five of The National Geographic’s Instagram Channels
More than 3.5 million “likes”
More than 1,000 pictures uploaded to Instagram

9. H&M with Social Media Marketing

In addition to Instagram, companies are leveraging influencers across social media in general. For example, H&M worked with a variety of celebrity influencers to promote its holiday clothing line on social media platforms, such as Facebook and Twitter. By creating four engaging video advertisements and using influencers, such as Tyler Posey, Hannah Simone, Jana Kramer and Peyton List, the company was able to reach over 12 million customers across the world with its new collection.