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B2B Influencer Marketing
Book

B2B Influencer Marketing

Work with Creators to Generate Authentic and Effective Marketing

Nick Bennett
Kogan Page, 2024
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Editorial Rating

8

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Recommendation

People are more likely to make a purchase if someone they trust recommends it, B2B marketing expert Nick Bennett explains. His deep dive into the world of B2B influencer marketing will help you identify and seize opportunities to expand your reach and drive innovation and growth via today’s Creator Economy. Learn how to build long-term collaborative partnerships with creators that can bring your brand to the next level. Gain applicable insights into mastering the TikTok algorithm, how to create ethical partnerships, and how to prepare for the disruptive future of B2B influencer marketing.

Summary

B2B Influencer Marketing 2.0 prioritizes authenticity and genuine connection.

When trying to make decisions, people often turn to their trusted friends, networks, and communities for guidance. Thus, B2B businesses can benefit immensely from working with influencers that resonate with the groups they’re targeting. Influencer marketing is nothing new: Just think back to the 18th and 19th centuries, when brands aligned themselves with royalty to make their products more appealing. For example, in 1767, Josiah Wedgwood branded his line of earthenware “Queen’s Ware” to signal that the cream-colored dishes were a favorite of Queen Charlotte, making them wildly popular.

Today, people are drawn to influencers whom they believe share authentic and honest perspectives on products. According to a Forbes study, 71% of customers report an increased likelihood of making a purchase if someone in their social media networks recommends it. But Influencer Marketing 2.0 is more than just paying someone famous for a product endorsement. It requires businesses to make a personal connection with customers, which requires an in-depth “understanding of digital communities” that can foster...

About the Author

Nick Bennett is the co-founder and chief customer officer of TACK, a media network and go-to-market firm helping businesses convert demand into revenue.

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