Reinventing Influencer Marketing for B2B Brands


Influencer marketing is a hot topic at DMEXCO 2019. Day one of the event is in the books, and there has been a plethora of conference sessions dedicated to how digital marketers can make the most of influencer marketing and branded social media content opportunities.

It’s no secret that influencer marketing can be a winning strategy for B2C brands looking to engage consumers with branded content. For many, it’s a huge part of their overall marketing campaigns. Cosmetics brand Estée Lauder recently revealed it spends 75% of its digital investmenton influencer marketing.

But what about B2B brands? Influencers can also play a significant part in their marketing activity, too – especially for those brands looking to gain traction and engagement, according to this articleon the DMEXCO website.

Below are a few quick-and-easy tips that we hope will guide B2B brands on how to best navigate the world of influencer marketing.

Tip #1: Identify your influencers.

Don’t fall into the trap of automatically choosing influencers that have huge numbers of followers. Instead, it’s smart to narrow your search and first identify influencers who demonstrate high levels of engagement with their followers. It’s not size that counts! A good way to start could be to look at your own customers – and/or your prospects – and see who they are following. These are the influencers you want to work with.

Tip #2: Remember that influencers are colleagues, too.

Influencers are experts in their fields and understand exactly what content their audience is likely to engage with. It’s important to collaborate with them on ideas and listen to their recommendations – think of them as an extension of your team. Building these strong relationships will help lay the foundations for other potential partnerships.

Tip #3: Creativity and storytelling.

Attracting a B2B audience can sometimes be a harder sell, compared to a B2C audience. Influencers in the B2B realm are targeting a professional customer-base that has an expert understanding of a specific topic. This means you’ll need to be creative in order to tell the story more effectively. Work with influencers to get this right by adapting your product or service into a story or experience that influencers can authentically promote. This will help get the attention of your audience.

Do you have questions about influencer marketing, or are you thinking about incorporating an influencer marketing element into your next campaign? Reach out to our team at