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Influencer Marketing in B2B Organizations

Introduction

  • The study explores influencer marketing within B2B organizations, differentiating it from B2C.

  • Influencer marketing is a unique subdomain of electronic word-of-mouth (eWOM) marketing.

  • Importance of trustworthiness, expertise, and relationship-building in B2B context.

  • Study used 22 in-depth semi-structured interviews with senior marketing professionals across various sectors.

Key Findings

  • Influencer Marketing Definitions and Dynamics

    • Influential marketing encompasses trust and long-term relationships, while B2C focuses on transactional interactions.

    • B2B organizations use influential marketing to create engaging content targeting stakeholders.

    • Influencers are seen as vital for establishing credibility and fostering communication in B2B marketing.

Research Objectives

  • Explore and conceptualize B2B influencer marketing, differentiating it from B2C markets.

  • Identify attributes of key influencers in B2B.

  • Discuss tactical and strategic processes in B2B influencer marketing.

  • Highlight challenges faced by B2B marketers implementing influencer marketing strategies.

Theoretical Background

Influencer Attributes in B2B

  • Influencers in B2B are defined as experts and industry leaders that shape audience perceptions across social media.

  • Distinction between internal (employees) and external (experts, advisors) influencers.

    • Internal influencers motivate employee advocacy and brand loyalty.

    • External influencers serve to endorse and reference the brand, aiding in credibility.

Internal and External Influencers

  • Importance of engaging both internal employees (influencers) and external experts to expand marketing reach.

  • Companies must leverage both internal knowledge and external credibility for effective marketing.

Customer Reference Marketing

  • Utilizing existing customer relationships to promote positive endorsements and testimonials.

  • This strategy assists in building reputation and reducing perceived risks for potential clients.

Challenges in B2B Influencer Marketing

  • Key challenges include conservatism, lack of practical knowledge, and insufficient strategic integration into overall marketing strategies.

  • Many B2B firms remain hesitant to adopt influencer marketing due to the differences in B2C and B2B buying processes.

Research Methodology

Data Collection and Analysis

  • Employed qualitative methodology for thorough insights.

  • Interviews ranged from 38 to 72 minutes, exploring perceptions of influencer attributes, effectiveness, and challenges.

  • Anonymized organizational data to protect interests and ensure confidentiality.

Interview Structure

  • Covered topics regarding the significance of influencer attributes, effectiveness, strategic importance, and practical challenges.

  • Analyzed transcripts using NVivo for thematic coding and triangulation.

Findings and Discussion

Growing Importance of Influencer Marketing

  • Organizations increasingly view influencer marketing as crucial for both acquiring new customers and enhancing existing relationships.

  • Influencers provide a bridge to new networks and help establish trust across professional connections.

Focused Communication Strategies

  • B2B influencer marketing emphasizes authentic voice and expertise.

  • Brands should adopt consistent messaging that reflects both the corporate and influencer's persona.

Preferred Types of Content

  • Types of content include:

    • Endorsement-Based Content: Created by credible figures endorsing the brand.

    • Experience-Based Content: Testimonials and case studies highlighting positive interactions with the brand.

Relational Nature of Influential Marketing

  • Influencer marketing is viewed as a relational tool rather than just a transactional marketing approach.

  • Importance of existing relationships and collaborative partnerships for sustained success.

Managerial Implications

  • Organizations should integrate influencer marketing strategies with broader marketing objectives to enhance outcomes.

  • Monitoring, measuring, and continuously updating strategies based on performance metrics helps sustain engagement over time.

  • Employee involvement is critical; empower employees to act as influencers within their networks.

Limitations and Future Research Directions

  • The study primarily offers a corporate brand perspective, which calls for future research exploring influencers' and audience dynamics.

  • The need for broader empirical studies to understand the evolving landscape of B2B influencer marketing.