Community Over Follower Count & More on B2B Influencer Marketing
In this conversation, Kristen Sesto and Guy O'Brien from Custom Influence discuss B2B marketing, particularly focusing on influencer marketing. They explore the significance of recent UK government engagement with creators, the importance of community over mere follower count, and the shift towards purpose-driven campaigns. The discussion also highlights the necessity of building trust through independent voices and the emerging trend of always-on influencer strategies, especially in sectors that are active on social, like the cybersecurity industry.
Key Takeaways
Government engagement with creators is becoming more common.
Posts we found covering this are below:
(Aydan Al-Saad, a Careers creator and prominent voice on LinkedIn, TikTok and Instagram: https://www.linkedin.com/posts/aydan_...)
(Sarah Tucker, 'The Mortgage Mom': / themortgagemum_i-was-invited-to-breakfast-... )
Gabriel Nussbaum, 'That Money Guy' : https://www.linkedin.com/posts/gabrie...)
Influencer size matters, but evaluating potential partners based on their recent engagements and community is key
Purpose-driven campaigns resonate more than promotional messages.
Trust is built through independent voices in the industry.
B2B companies are shifting towards always-on influencer strategies.
The relationship depth between influencers and their audience is crucial.
Cybersecurity requires agile and trusted influencer partnerships, but it's a great space for collaboration
Chapters
00:00 Introduction to B2B Marketing Trends
03:00 Government Engagement with Creators
05:48 The Importance of Influencer Size in B2B
09:06 Purpose Over Promotion in Influencer Marketing
11:56 Building Trust Through Independent Voices
14:59 The Shift Towards Always-On Influencer Strategies
17:57 Navigating the Cybersecurity Landscape with Influencers