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How B2B Businesses use Influencer Marketing

influencer marketingYou have probably heard the term “influencer outreach” many times and you probably know that the main purpose of influencer marketing and outreach is to align your company with the influencer and their network. Being a part of the influencer’s network can boost your company’s exposure and lead-generation. Thus influencer marketing is an excellent marketing and social media strategy to use if you want to grow your prospect pool.

In a May 2015 study by Schlesinger Associates, 84% of marketing and communications professionals worldwide expected to launch at least one campaign involving an influencer in the next 12 months. Those who had already done so were happy with the results: 81% said influencer engagement was effective.

So how are B2B companies using Influencer marketing? Recent research by shows some interesting data.

Content promotion was the number one reason for influencer outreach campaigns. More than two-thirds of marketing and communications professionals said that help with promoting content was the tactic for which they engaged with influencers the most.

The secondary reason was for new product launches. Having influencer recognition of a new product launch was a high priority of marketers. This was followed by content creation. Many marketers reached out to influencers to get help with creating a specific piece of content. Usually they were asking for guest posts on their blogs.

What was discovered to be the most difficult part of influencer marketing? 75% of marketers said that identifying the right influencers was the biggest challenge. The second biggest challenge was finding the right engagement tactics.

Influencer marketing is not an easy thing to do, but it can be one of the highest-rewarding strategies. Invest the time to carefully plan your influencer marketing strategies in the beginning of your campaigns.

KEO Marketing has years of experience in creating and delivering successful influencer marketing programs. To find out more, contact KEO Marketing for a no-obligation discussion of your needs and interests.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.