Building An B2B Influencer Program In 2024

Influencer marketing has become an extremely popular and effective strategy in B2C marketing. Now, it's also gaining momentum in the B2B space. In this week's GTM News podcast, host Taylor Wells interviews Vinod Varma, Co-Founder of Creator, about leveraging influencers specifically for B2B marketing. Key Takeaways: 1. Consumers trust recommendations from people like them more than branded content. Influencers can help B2B brands overcome the trust barrier. 2. There is a wide spectrum of business influencers beyond just social media experts. Consider employees, customers, journalists, industry thought leaders. 3. Promoting events, creating blog/webinar series, industry presentations, instructional videos, and product reviews are effective influencer strategies. 4. Build an ambassador program to incentivize long-term partnerships with influencers to keep driving conversations about your brand. 5. Avoid treating influencer relationships as transactional. Focus on reciprocity and building connections. 6. Influencer marketing complements your existing efforts by tapping into new audiences and driving brand awareness and trust. Check out the full episode to hear examples and advice from influencer marketing expert Vinod Varma on successfully leveraging influencers to grow your B2B marketing impact.