Leveraging the authority of LinkedIn influencers for B2B

Most B2B marketers immediately dismiss influencer marketing as a vacuous activity only undertaken by their B2C counterparts to sell pretty packaging through anxiety-riddled models in between a morning green tea cleanse product post and a beach sunset photo.

It is far more complex and nuanced of a subject.

For B2B enterprises, the decision to employ influencer marketing comes down to a few key questions:

  1. Which influencer type is ideal?
  2. What KPI is the influencer being measured against?
  3. Which channel makes the most sense for this campaign?
  4. How does an enterprise go about creating and managing an effective influencer campaign based on the above?

To keep this discussion brief, influencers can generally be classified into three categorical buckets: aspirational, authoritative, and peer. As a definition, the aspirational influencer is a celebrity type, often with a large following, aspirational influencers are what most think of when visualizing what an influencer might look like.

The peer influencer, by contrast, is the everyday dad stopping at the grocery store on the way home from the office, your fishing enthusiast uncle on Facebook, or you to your next-door neighbor.

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lead generation, marketing strategy, B2B content marketing, B2B marketing, marketing leaders, influencer marketing, B2B strategy, B2B Sales, Building trust, B2B Brands, Sales Advisors, Conversions, Conversion Rate

Lead Conversion Statistics All B2B Marketers Need to Know

B2B marketing is complex with a myriad of tactics, technologies, and data solutions to choose from to promote your business and sell your products and services.

As complex as modern B2B marketing is, it is also as simple as:

  • How do I attract people to my products and services
  • How do I convert those people to purchase?

Ascend2, in partnership with Verse, surveyed 277 marketing professionals to learn more about the state of lead conversion.

If you find that lead conversion is difficult, you are not alone. The State of Lead Conversion in Marketing and Sales found that only 12% of marketing professionals are very satisfied with their lead conversion abilities.

Companies continue to struggle with establishing contact, qualifying, and effectively following up with the leads they spend so much time and money to generate. Lead conversion is challenging, but the inability to improve lead conversion rates has several significant, negative downstream impacts: wasted marketing budget, wasted sales team time, and significant lost revenue opportunity.

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lead generation, marketing strategy, B2B content marketing, B2B marketing, marketing leaders, Best tactics marketing, B2B strategy, B2B Sales, Building trust, B2B Brands, Sales Advisors, Conversions, Conversion Rate

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