Virtually every marketing tactic is under evaluation right now as B2B marketing departments react to the domino effect of changes in consumer spending during the pandemic. Many B2C marketers are putting a pause on their influencer marketing investments as the world of travel, hospitality, retail, sports and entertainment have changed dramatically. In the business to business world, things have changed as well but not anywhere near as significantly and not always at the expense of lowered marketing budgets. The trend in B2B is digital and self serve from virtual events and prospect engagement to buyers now conducting the majority of their research and interactions on their own before making purchase decisions. Influences on those purchase decisions are not coming from field marketing, trade conferences or experiential events. Influences on B2B buyer behavior is decidedly online and digital, including through education and recommendations from industry experts. Smart B2B marketers realize this and have continued to engage with B2B influencers to co-create content of value to digitally savvy customers. For example, take this new Future of Agile Teamwork resource from monday.com (client) featuring teamwork and productivity insights from Carla Johnson, Shama Hyder, Deb Lee, Jay Acunzo and eight more marketing and design influencers. The smart marketing team at monday.com is more than capable of putting out useful advice on productivity for creative and marketing teams on their own (and they do), but they also realize their customers pay closer attention to individuals than brands. Trusted experts have the attention of buyers who can then be reached, engaged and inspired to take action a lot more effectively during good times or a pandemic than through the brand voice alone. There's a certain set of costs to creating such a resource, including strategy development and planning, influencer identification and engagement, content development, design, development, promotion, influencer activation for sharing and overall campaign management and measurement. For some B2B marketers, there's a temptation to think of influencers as an add-on to brand content and therefore, only engage influencers when they need them for their planned quarterly campaigns. The issue with this approach to influencer engagement is a lack of engagement. The thing is, Influencer Marketing is a relationship business. If the only time someone reaches out to you is when they want something from you, how motivating of a relationship is that? I'll answer that - it's not. The marketing team at monday.com understand this and are investing in more than one-off campaigns and influencer activations. Every marketing department must be accountable to performance and investing in relationships with the voices of industry experts that your customers trust can create an excellent return for everyone involved: customers, influencers and the brand. That ongoing investment in time, effort and resources to develop, maintain and activate relationships is what Always On Influencer Marketing is about. We've highlighted other examples of B2B brands implementing ongoing, always on influencer marketing programs before, but to help B2B marketers better understand why Always On influencer marketing delivers more efficient and effective marketing performance, here are the top 5 reasons why always on costs less and delivers better ROI than one off influencer content campaigns.
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