In this week’s In-Ear Insights, Christopher Penn and Katie Robbert discuss B2B influencer marketing, which is becoming more prominent in the B2B marketing space. B2B influencer marketing is an endorsement where a B2B marketer uses their influence to endorse a product or service because of the reputation they have. Unlike B2C, B2B influencer marketing is less transactional and more about building trust. To use influencer marketing in B2B, it’s essential to start with purpose and find the right influencer who orbits around the ecosystem close enough that the work they do is complementary. When identifying influencers, laterals with a similar audience but not doing the same thing can be useful. It’s also essential to look for influencers whose audience is the decision-makers, which is who you are trying to reach. Tune in to learn more!

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In this week’s In-Ear Insights, let’s talk about B2B influencer marketing.

So influencer marketing has been a hot thing since social media really came about.

Although the idea of people being influential and influencing decisions is as old as time itself.

B2B marketing has typically been a little further behind in B2C marketing on influences obviously, you’d have people like you know, Kardashian talking whatever random, you know, consumer goods that they they’ve been asked to do.

But B2B marketing is also seeing this become more prominent once just the domain of analysts like Gartner and Forrester and the Forrester Wave and stuff in G to crowd.

Now, individuals are participating as strong influences in a B2B influencer marketing.

So Katie, as the CEO of a B2B company, and as someone who is involved in the influencer marketing space in the social media space and things what what is B2B influencer marketing to you?

To me, it’s an endorsement.

It’s so you know, let’s say Chris, you and I didn’t work together.

But if you said, You know what this company that Katie has, they know what they’re doing, I would work with them.

That is you as a B2B marketer, using your influence to endorse my thing, because of the reputation that you felt because of the following that you have, you would be considered a B2B influencer in the analytics and data science and digital