B2B influencer marketing is a discipline that, far from being in its infancy, has not reached the maturity of the consumer sector. While the latter is plagued with Instagram and YouTube ‘stars’ who flog their supposed influence to the highest bidder, the B2B sector is relatively untouched. Many communications professionals are unsure of how to best utilise B2B influencers and of what the differences in approach are to the consumer sector.

In this episode of the Digital Download podcast I talk to Scott Guthrie, an independent communications professional who has made his name in the influencer marketing space. We discuss how B2B influencer marketing differs from B2C, what makes someone influential in the B2B space, how to find and approach B2B influencers, what motivates them and why having affinity with them is so important.

Here’s what you’ll learn in this episode:

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