These small B2B influencer marketing moves can drive meaningful change in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 06, 2022, 4:23 PM UTC

This piece suggests tiny digital touches that can help B2B companies improve customer relationships, amplify talents and enhance content experiences.

Instead of focusing solely on big steps, B2B companies must embrace small ways in which companies can nurture business relationships. For instance, reacting to, sharing or commenting on an associate’s social media post, introducing like-minded people in a network – these small steps can help strengthen professional relationships. But, they should maintain authenticity in each of these steps.

B2B companies can also consider amplifying talent to drive meaningful engagement and significant change, particularly in cases where talent is under-represented in marketing technology and related areas. To further influence and engagement, organisations can spotlight women of colour in senior-level roles making inspiring efforts.

Leverage storytelling to build long-lasting connections. Understanding prospects can help B2B marketers create compelling and unique stories that resonate with the brand’s target audience. “Storytelling isn’t the mere telling of story, it’s the intentional design of story structure, attributes and elements that conjure emotion, drive inclusion and lead with empathy,” said Miri Rodriguez, senior storyteller at Microsoft’s Future of Work.

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