2020 noticed the continued rise in influencer advertising and marketing’s scope and success in each B2C and B2B industries. This continued an explosion of curiosity within the observe over the previous a number of years, and with extra practitioners than ever now going all-in, influencer advertising and marketing has continued to be a main give attention to our weblog all through this extraordinary pandemic 12 months.
We’re fortunate to have a wealth of gifted B2B advertising and marketing professionals contributing to the TopRank Marketing weblog — which can rejoice its 18th 12 months in 2021 — together with our CEO Lee Odden, Joshua Nite, Elizabeth Williams, Anne Leuman, Nick Nelson, Debbie Friez, Birdie Zepeda, the writer of this publish, and Alexis Hall, amongst others.
As an trade approaching $20 billion yearly, influencer advertising and marketing is now removed from a shiny new object to stylish entrepreneurs. The perception and experience our group has acquired serving to a number of the high manufacturers on the planet together with 3M, Adobe, SAP, LinkedIn, and Oracle plan, implement and measure influencer advertising and marketing applications has usually made it right here to our weblog. To assist our weblog neighborhood develop their influencer advertising and marketing information, we’re thrilled to supply this listing of our hottest influencer advertising and marketing posts of 2020.
Of course, collaborating with influencers is one thing we do day by day for purchasers and ourselves, and through this pandemic 12 months influencer engagement has turn into much more central to our B2B content material advertising and marketing options, alongside social media advertising and marketing, web optimization, and different types of digital promoting.
The influencer advertising and marketing posts that proved to be our hottest of 2020 primarily based on internet analytics and social media knowledge are listed under. We hope that they are going to aid you ask the appropriate questions and supply actually best-answer options to a number of the most essential challenges we’ll all be going through in 2021.
We give a large thanks to all of our weblog authors for his or her work in advocating influencer advertising and marketing finest practices.
Our Most Popular Influencer Marketing Posts in 2020:
1. 2020 State of B2B Influencer Marketing Report from TopRank Marketing — Lee Odden
Our CEO Lee Odden wrote the most well-liked influencer advertising and marketing publish of 2020 on our weblog, which is becoming, as he was additionally the first writer of the groundbreaking 2020 State of B2B Influencer Marketing Report, 45+ pages wealthy with survey knowledge, case research from B2B manufacturers of all sizes, insights from high B2B advertising and marketing specialists, plus an inventory of 20 high influencer advertising and marketing practitioners from B2B manufacturers.
If you’re searching for a single definitive article about B2B influencer advertising and marketing, you possibly can’t go unsuitable with this wonderful piece by Lee and the accompanying report. Check out all of Lee’s 2,600+ posts right here, and comply with him on Twitter and LinkedIn.
“With much of the research and media attention focused on B2C influencer marketing, we believe the 2020 State of B2B Influencer Marketing Report to be the first ever research report dedicated to B2B.” — Lee Odden @LeeOdden Click To Tweet
2. 25 B2B Influencer Marketing Campaign & Engagement Ideas for 2020 — Lee Odden
Lee additionally wrote our second hottest influencer advertising and marketing publish of the 12 months, providing up 25 inspiring B2B influencer advertising and marketing marketing campaign and engagement concepts. As Lee famous, “Implementing just a few of these could help a company with a substantial amount of influencer program activity,” which is why this text has seen important site visitors and why its marketing campaign concepts have had continued implementation among the many B2B advertising and marketing neighborhood.
From conducting a sequence of video interview with influencers or participating an influencer host on a model podcast, to inviting influencers to supply content material for an interactive content material expertise, Lee dishes out an enormous array of B2B influencer advertising and marketing marketing campaign concepts to infuse your individual efforts, whether or not you have got a longtime technique in place or are simply beginning a pilot B2B influencer advertising and marketing program.
“Influencers are not magic, but when you develop strong relationships with a relevant group of influencers, the impact on your marketing across the customer life-cycle can seem magical.” — Lee Odden @LeeOdden Click To Tweet
three. 20 B2B Influencer Marketing Pros to Follow from Top Brands — Lee Odden
With a stellar group of 20 high influencer advertising and marketing professionals to comply with and study from, our third hottest influencer advertising and marketing article of the 12 months was additionally penned by Lee, and collectively he and trade specialists together with Ursula Ringham of SAP*, Rani Mani of Adobe*, Jen Holtvluwer of Spirion*, Garnor Morantes of LinkedIn* and 16 others discover each the numerous optimism and plenty of unrealized alternatives influencer advertising and marketing affords for B2B corporations.
“B2B brands that build relationships to co-create content with industry voices can integrate influence with thought leadership to build the authority and influence of brand employees.” — Lee Odden @LeeOdden Click To Tweet
four. 14 Expert B2B Influencer Marketing Predictions for 2021 — Lane R. Ellis
In the fourth hottest influencer advertising and marketing publish of 2020, I shared high predictions for 2021 from 14 trade knowledgeable together with Ann Handley of Marketing Profs, Brian Solis of Salesforce, Ryan Bares of IBM Systems, Judy Tian of LinkedIn, and plenty of others. This article offers you useful knowledgeable takes on what B2B influencer advertising and marketing will seem like in 2021, and the place it’s probably to take B2B entrepreneurs and types when a post-pandemic world finally arrives.
Check out all of my posts right here, and comply with me on Twitter and LinkedIn.
“2021 will see B2B marketers taking influencer marketing into not only a new year but a new more mainstream era of wider adoption among major brands.” — Lane R. Ellis @lanerellis Click To Tweet
5. 5 Key Traits of the Best B2B Influencers — Lee Odden
What are the 5 key traits of the most effective B2B influencers? Popularity isn’t sufficient, and in our fifth hottest influencer advertising and marketing publish of the 12 months Lee shares how high B2B influencers additionally use proficiency, persona, publishing, and promotion to drive measurable enterprise objectives.
Featuring seasoned influencer advertising and marketing leaders together with Brian Solis, Tamara McCleary of Thulium, CTO advisor Keith Townsend and others, Lee’s publish reveals how mismatched expectations aren’t useful for anybody, and encourages readers to consider the 5 Ps to guage and nurture your individual influencer neighborhood, and to contemplate the place of every very best influencer wants to attain on the 5 Ps in an effort to be a very good match for the sort of activation you’ve received in thoughts.
“Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.” — Lee Odden… Click To Tweet
6. 24 Essential B2B Influencer Marketing Statistics — Lane R. Ellis
With 24 important B2B influencer advertising and marketing statistics, in our sixth hottest publish of the 12 months I wrote concerning the compelling story statistics are in a position to inform — certainly one of trust-building, credibility, and the extra private contact that influencers are in a position to provide manufacturers.
Even if you happen to’ve already developed an influencer advertising and marketing technique, the wealth of data popping out about its energy to construct belief and encourage motion has grown, as proven on this assortment of 24 important B2B influencer advertising and marketing statistics to strengthen your future campaigns.
“Implementation of influencer marketing has grown not only among pure B2B marketers, but also in the marcomm sector, where 67 percent of global marcomm professionals see influencer marketing as being within their scope.” @lanerellis Click To Tweet
7. Three B2B Marketing Tactics That Will Outlast the COVID19 Pandemic — Lee Odden
Can you guess which three advertising and marketing ways will outlast the pandemic? Make a psychological be aware, and take a look at Lee’s insightful listing of three enduring B2B advertising and marketing ways in our seventh hottest B2B influencer advertising and marketing posts of the 12 months.
As Lee notes, “The challenge many B2B marketers are facing is to understand how to navigate both the short term changes in what works for customers in the current environment as as well as in the long term, post-crisis,” an evaluation that could be much more related as we transfer forward into 2021.
“How buyers feel about B2B brands short and long term will directly contribute to which brands are the most relevant as budgets open up and business solutions investments experience substantial growth.” — Lee Odden @LeeOdden Click To Tweet
eight. B2C vs. B2B Influencer Marketing – What’s the Difference? — Lee Odden
What’s the distinction between B2C and B2B influencer advertising and marketing? Plenty, as Lee reveals in our eighth hottest publish, together with why seeing B2B influencers as solely content material distribution channels or advocates for rent is a misplaced B2C-centric expectation.
Lee digs in to how affect performs a task throughout the whole enterprise buyer life-cycle — from consciousness to advocacy — and the way the most effective strategy to collaborating with B2B influencers additionally spans the spectrum of buyer engagement.
“It’s important to look at B2B influencers as partners not just content creators or distribution channels.” — Lee Odden @LeeOdden Click To Tweet
9. Always-On Influence: 5 Examples of Ongoing B2B Influencer Marketing In Action — Lane R. Ellis
In our ninth most-popular B2B influencer advertising and marketing publish of the 12 months, I ask why high B2B manufacturers LinkedIn, Adobe, Dell Outlet*, and RateLinx* are utilizing always-on influencer advertising and marketing, and share useful examples from every of those corporations.
I additionally take a detailed have a look at how B2B influencer advertising and marketing drives model authority and will increase belief and engagement, particularly throughout unsure instances.
“Always-on marketing replaces on-again off-again campaigns with a fluid ongoing effort, continually cultivating and carefully building efforts that allow businesses to seamlessly adapt their marketing efforts.” — Lane R. Ellis @lanerellis Click To Tweet
10. How B2B Influencer Marketing Offers Brands an Ideal Alternative to In-Person Events — Lane R. Ellis
How can B2B entrepreneurs substitute the advantages misplaced as a result of cancelled real-world occasions? B2B influencer advertising and marketing is a perfect means for manufacturers to drive digital conversations throughout the international well being disaster, and within the tenth hottest influencer advertising and marketing article of the 12 months, I share 13 key advantages for manufacturers, together with perception from Brian Solis, writer Bernard Marr, Tom Treanor of Treasure Data*, and members of our personal group together with Lee, our president and co-founder Susan Misukanis, account supervisor Elizabeth Williams, influencer advertising and marketing strategist Debbie Friez, and others.
“During this global shift to a digital-first customer experience, marketers who incorporate empathy into their efforts are especially well-poised to deliver successful virtual experiences.” — Lane R. Ellis @lanerellis Click To Tweet
Thanks TopRank Marketing Writers & Readers
There you have got it — an particularly highly effective collection of our 10 hottest B2B influencer advertising and marketing posts for 2020.
Additionally, we publish a number of influencer lists yearly, and we wished to share them right here as a useful technique to discover and comply with a number of the main digital advertising and marketing influencers:
Another essential useful resource for B2B entrepreneurs to study extra about crafting a profitable influencer program is our recently-launched Inside Influence sequence, that includes interviews with high trade specialists comparable to the most recent episode with Ryan Bares, Global Social Programs Lead: Social Influencers & Employee Advocacy at IBM Systems.
We revealed dozens of posts this 12 months particularly about influencer advertising and marketing, and we plan to deliver you much more in 2021, so keep tuned.
Please tell us which influencer advertising and marketing subjects and concepts you’d prefer to see us give attention to for 2021 — we’d love to listen to your recommendations.
Many thanks to every of you who learn our weblog commonly, and to all of you who touch upon and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.
*SAP, Adobe, LinkedIn, Dell Outlet, RateLinx, Spirion, and Treasure Data are TopRank Marketing purchasers.