This marketing tactic can help accelerate results in the B2B tech world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 22, 2021, 5:16 PM UTC

In the age of remote work, brands must provide high calibre customer experiences and find ways to be more human to build increasing trust with customers.

Today's B2B marketers face several challenges like – maximising efficiency within budgetary parameters and delivering a higher ROI on their marketing efforts. Additionally, B2B customers have higher expectations from brands than before, but they also expect a certain level of authenticity.

Investing in influencer marketing is one of the most effective ways to address these B2B marketing challenges. Businesses can develop high-quality content that improves customer experience, position themselves as thought leaders and build new levels of trust by partnering with B2B influencers who already have earned the trust of their target audience.

B2B companies can integrate subject matter experts within their content, including thought leadership, lead generation, product reviews, and launches. According to a TopRank Marketing study, 74% of marketers reported that influencer marketing improved customers and prospects' brand experience.

Before collaborating with an influencer, marketers should make sure their subject matter experts are significantly proficient in their particular topic and regularly publish content in the form of text, video or podcasts. When partnered with the right influencer, influencer marketing can influence the entire customer lifecycle by attracting new audiences, inspiring advocacy, engaging the audience through greater transparency, encouraging community participation, and converting new customers and retain existing leads.

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