The Golden Age of B2B Influencers – Part 1
Posted: Sat Jan 25, 2025 3:45 am
Regardless of whether the aim is to increase brand awareness, improve interactions or achieve direct sales, the use of influencers has become an integral part of the marketing mix of most companies. Especially in the B2C sector, many influencers have now become brands themselves and adorn advertising posters and products beyond the typical channels - Instagram, YouTube and TikTok.
However, their number has become so large that it is difficult to keep track of them or to find the right influencer for your own brand without suitable technical tools. At adesso, we have it very easy thanks to our Birdies (reachbird solutions) and their RTech technology. Open the tool, enter your preferences using the 35 filters and even with more than six million total entries, a suitable selection will be found here.
For me, the most exciting campaigns were always those we implemented for pure B2B brands. Even for the most exclusive industries, influencers could still be found, although the selection process was much more difficult.
In these cases, the focus is often on possible alternatives: adfluencers, corporate influencers or even C-level influencers.
The agony of choice: Influencer alternatives
Adfluencers are people who are not (yet) influencers argentina consumer email list themselves, i.e. who have not built up a reach, but who can present products, issues or services in such a charismatic and personable way that they can become the perfect face for brands. They are often very knowledgeable about the topics they talk about and are often recruited from within their own ranks, which brings us to the corporate influencer.
Most of us know this: There is always a colleague who can explain their topic in their sleep and who you can see how passionate they are about it. So why not use this passion and let a real expert present what your company offers. Sounds simple? Unfortunately, it isn't always. Often there is a lack of knowledge about how social networks can be used and what to consider. In addition, there is often uncertainty about whether you should publish anything (work-related) at all. At this point, the experts for social media and social paid, influencers, but also your own HR department are called upon to work together to develop a strategy to support the company's own influencers.
Sometimes the topic even reaches the highest ranks and becomes a management issue – which brings us to the C-level influencers.
However, their number has become so large that it is difficult to keep track of them or to find the right influencer for your own brand without suitable technical tools. At adesso, we have it very easy thanks to our Birdies (reachbird solutions) and their RTech technology. Open the tool, enter your preferences using the 35 filters and even with more than six million total entries, a suitable selection will be found here.
For me, the most exciting campaigns were always those we implemented for pure B2B brands. Even for the most exclusive industries, influencers could still be found, although the selection process was much more difficult.
In these cases, the focus is often on possible alternatives: adfluencers, corporate influencers or even C-level influencers.
The agony of choice: Influencer alternatives
Adfluencers are people who are not (yet) influencers argentina consumer email list themselves, i.e. who have not built up a reach, but who can present products, issues or services in such a charismatic and personable way that they can become the perfect face for brands. They are often very knowledgeable about the topics they talk about and are often recruited from within their own ranks, which brings us to the corporate influencer.
Most of us know this: There is always a colleague who can explain their topic in their sleep and who you can see how passionate they are about it. So why not use this passion and let a real expert present what your company offers. Sounds simple? Unfortunately, it isn't always. Often there is a lack of knowledge about how social networks can be used and what to consider. In addition, there is often uncertainty about whether you should publish anything (work-related) at all. At this point, the experts for social media and social paid, influencers, but also your own HR department are called upon to work together to develop a strategy to support the company's own influencers.
Sometimes the topic even reaches the highest ranks and becomes a management issue – which brings us to the C-level influencers.