Authenticity rules the future

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B2B influencer marketing is maturing
Ready for a great analogy? Of course you are. Ann Handley, Chief Content Officer at MarketingProfs, takes us to school to help understand where we are at in this influencer marketing journey:

“If the B2B Influencer Marketing discipline were starting school this fall, it would be in high school.

It’s mature enough to be waaaaay out of grade school, serious enough to be beyond middle school… but still young enough to be always evolving and growing.

There’s lots of opportunity, but we in marketing still south africa telegram data make dumb mistakes. Might be a frontal cortex issue. We’re learning tho.

P.S. English Comp would be its best subject. Not math.”

Thanks, Ann. I knew there was a reason my English grades were better than my math grades.

And speaking of growing up, how about heading to the board room? Amy Higgins, Director, Content Marketing, Cloudflare, speculates: “With the rise of the creator economy, I can see B2B influencer marketing having a seat at the “marketing table” just as much as analyst relations. Big brands already have a network which influences their purchase decisions — both inside their network and beyond. As creators build a bigger share of voice in the industry, they will command a larger piece of the marketing pie.”

Everyone is looking for authentic relationships, whether that is with friends or the influencers we follow. Brands crave creators and thought leaders who come off as being authentic to their followers. McKinsey says authenticity is the basis of any successful influencer marketing campaign.