SHARING SESSION

KOL MARKETING
FOR B2B
ALICA RAGHDA | PR TEAM - CTI GROUP
 KOL INFLUENCE
=
MARKETING MARKETING
CORE OF INFLUENCE
MARKETING IS TRUST
THERE IS A SCIENCE
OF TRUST
B2B INFLUENCE HITS THE TRUST FACTORS

WE REFUSE TO ADMIT OUR EMOTIONS ARE

INFLUENTIAL IN B2B DECISIONS
 REMEMBER
1 ALL COMMUNICATION IS HUMAN TO HUMAN

THIS!
2 WE DON’T BECOME MORE RATIONAL AT WORK

B2B INFLUENCE IS AN IDEAL ENVIRONMENT

3 FOR TRUST WITH IMPACT
B2C VS B2B
INFLUENCE
WHAT DOES A B2C INFLUENCE LOOK LIKE?
INFLUENCE COMMERCE IN PRACTICE
80% OF CONSUMERS MADE A PURCHASE BASED ON AN INFLUENCER RECOMMENDATION.
HERE’S SOME WAYS YOU CAN DO IT WITH DIFFERENT TIERS OF INFLUECER:
B2C APPROACHES B2B APPROACHES
 BUSINESS REPUTATIONS ARE SHAPED BY
REAL PEOPLE CREATING REAL IMPACT

OWN THE CONVERSATION OR SOMEONE ELSE WILL..

ADDITIONAL INSIGHT:

Even if you are using influencers, you are

If you are not utilising the benefits
only utilising a small portion of their full
of influencers, you are already
potential.
behind your competitors.

50/50 split when choosing where

94% of businesses in APAC
influencer marketing drives
currently use B2B
impact between mid-funnel
influencers marketing in
relationship building & lower
some form (75% global
funnel sales.
average).
 ADDITIONAL INSIGHT

”The way we measure ROI of Influencers is

by assessing what clients we get in the room
with us, the value of those clients, and how
many new relationships we create from
Influencer introductions & the appeal of
those partnerships."
REBECA HIRST — CMO OF EY

40% of marketers suggest warmer

leads or an increased volume of
leads were their success factors
do not disregard the benefits you
cannot track.
ADDITIONAL INSIGHT:

THE UNTAPPED POTENTIAL OF EMPLOYEE ADVOCACY.

89% OF C-SUITE MARKETERS RECOGNIZE THAT USING
47% highlighted one of the EMPLOYEES AS INFLUENCERS HOLDS IMMENSE VALUE.

opportunities for B2B Influencers

to have the biggest impact during
aftersales. THE COLLECTIVE SIZE OF YOUR EMPLOYEE
NETWORK IS, ON AVERAGE, 10X LARGER THAN
YOUR BRAND AUDIENCE ALONE.
SPECTRUM OF BUSINESS INFLUENCERS
WHAT DOES B2B INFLUENCER LOOK LIKE?
WHAT B2B MARKETER NEEDS CAN INFLUENCER ENGAGEMENT ADDRESS?
WHAT WILL BE THE CHANNEL?
INFLUENCE CAMPAIGN
PROCESS
IMPACTFUL INFLUENCE CAMPAIGN PROCESS
 START WITH TARGET AUDIENCE
1 which core audience? reseller? Decision-makers? How about their
influencers? Content topics they consume or engage with? Platform(s)

STEPS
where they consume content/information? and more..

CHOOSE UNIQUE SELLING POINT

2 What we offer beyond monetary?: AFFINITY? ASSOCIATION? EXCLUSIVE
ACCESS? EVENT? INOVATIVE PRODUCT? | Influencer’s Motivation:
ASSOCIATION? NETWORKING? CONTENT APP? FIRST DIPS?

ARTICULATING THE POSITIONING

3 GET: The spectrum of B2B Influencer who will be your biggest/stronger advocates
TO: Do the action you want them to do as a consequence of your strategy
BY: Going DO to make them act that way
FIN