In the era of digital marketing, one thing that is often overlooked is the impact of ROI, or rather, lack thereof.

Having a specific ROI can sometimes keep businesses from making the right decisions, especially in B2B. The value of influencer marketing, which may not directly show ROI immediately, has long-term benefits on the business that leverages these marketing techniques due to the awareness and traffic it can provide for the brand that is leveraging these opportunities.

Key Takeaways:

  • Business to consumer marketing is saturated with influencer marketing, big name celebrities touting products and boosting brand name clout.
  • Last year’s Marketing Profs B2B Forum included talks which made the point that influencer marketing deserves to be used just as heavily in business to business marketing.
  • B2B companies are getting onboard with this idea, although the percentage that uses influencer marketing in an ongoing way is still more than thirty percent less than the norm with B2C companies.

“From singing the praises of the battery life on your new iPhone8 or telling your coworker about the new software you’re testing in your department, we’re all influencing each other.”

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Image: TopRankBlog, Lee Odden