How to Elevate Post Pandemic B2B Marketing with Always-On Influence


As we collect data for the new State of B2B Influencer Marketing Report, it remains to be seen whether last year’s 96% of B2B marketers feeling confident about influencer marketing will come out, especially after the effects of the pandemic. With the shift in B2B go to market models towards digital first, influencer engagement has increased for many marketers as an alternative to spending on field marketing, real-world events and trade shows.
As B2B buyers increasingly rely on digital sources of information, stats like 74% of B2B marketers say influencer marketing impacts customer and prospect experience, become even more important. While that confidence before and since the pandemic has opened doors to many more B2B brands experimenting with, piloting and becoming more familiar with influencer engagement, that increase in activity has increased competition. So how can B2B brands raise the bar on their influencer marketing efforts?
Here’s a pretty compelling statistic from the State of B2B Influencer Marketing Research Report:
12X more B2B marketers are very successful running Always-On influencer programs vs. those who engage periodically.
Always-On Influencer Marketing is the practice of ongoing relationship building, engagement and activation of a specified group of influencers to build community, content and brand advocacy. The importance of Always-On influence is more important than ever in a customer centric world of B2B Marketing. As Brian Solis, Global Innovation Evangelist at Salesforce says,
“Always-On thought leadership and influence are more important now than ever because the customer never turns off.” @briansolis
In our research and survey of hundreds of B2B marketers, we found some key benefits of an Always-On approach to working with B2B influencers:
- 75% Increased views of brand content
- 70% Improved credibility of brand content
- 60% Increased share of voice
- 55% Increased media mentions of brand
- 50% Increased brand advocacy
Always-On Influence Builds Momentum in B2B Marketing
The great irony of how many B2B brands work with influencers and an Always-On approach is that many marketers see influencer marketing the same as buying advertising on-demand. They want to work with influencers only when they need them to amplify content for a campaign. That’s just not how it works – engaging with influencers only when you need them to do something for you.
Influencers are people and Influencer Marketing is a relationship business. An Always-On approach to working with influencers still involves campaign level activations, but also a planned and persistent effort to intelligently using insights to monitor, engage and advance mutual goals between the brand and influencers. Smart B2B marketers apply Always-On best practices like ongoing nurturing, repurposing of influencer content, micro-activations, public and private influencer engagement, development of an influencer community and inspiring organic advocacy.
What does Always-On B2B Influencer Marketing look like in action?
LinkedIn has built relationships with a 75+ strong sales and marketing influencer community of industry professionals using an Always-On approach to influencer engagement.
Starting with an Always-On focused approach in the influencer marketing strategy, influencers were researched according to criteria, qualified and engaged. Then rather than activate them all for a short term campaign, those influencers were nurtured and activated on an ongoing basis through varying types of content tactics ranging from simple social interactions to contributions to content and eventually building up (for some) to be featured in marketing assets on the LinkedIn platform itself.
LinkedIn Always-On Influencer activations:
- Social First Influencer Content on LinkedIn
- Influencer Interviews
- eBook Contributions
- In-Person Event to Co-Create Content
- Conference Mixers
- Ongoing Social Nurturing
Results from an Always-On approach over a small slice of time include:
- 2,000+ brand mentions by influencers & networks
- 84 Million in social reach through influencer shares
- 200-450% above benchmark social engagement
LinkedIn is very much in tune with how they want to be known in the industry and what that reputation, thought leadership and credibility means in combination with the importance of authenticity and trust. Developing relationships with the people who are actively driving conversations, opinions and actions in the industry empowers both LinkedIn with an on-demand community of advocates as well as the influencers who gain even greater credibility through association with the LinkedIn brand and the quality of the content collaborations.
“An Always-On approach means the relationship ceases to be “transactional”. Because of this foundation, we’ve been able to immediately activate influencers for external, public-facing advocacy and amplification.” Garnor Morantes, Group Marketing Manager, LinkedIn
Using an Always-On approach to engaging B2B influencers can help marketers achieve some important outcomes, especially with a digital first focus by customers on where they discover, consume and engage with credible information to make purchase decisions:
- Strengthen brand awareness
- Improve industry credibility
- Warm the market for biz dev & sales
- Drive demand & lead gen with content
- Inspire word of mouth advocacy
- Build trust for the brand & solutions
- Become the best answer for the brand’s areas of expertise
To learn more about Always-On Influencer Marketing check out our influencer marketing series of posts or talk to one of our experts at TopRank Marketing where we’ve worked with numerous mid-market and enterprise B2B brands to create marketing experiences that inspire.
“TopRank Marketing is the Gold Standard when it comes to B2B Influencer Marketing.”
@BrianSolis, Global Innovation Evangelist at Salesforce
The post How to Elevate Post Pandemic B2B Marketing with Always-On Influence appeared first on B2B Marketing Blog – TopRank®.
Celebrating five years of Google for Startups in Brazil
An inspiring song here in Brazil goes: “Um passo à frente e você não está mais no mesmo lugar”— a step forward, and you’re not in the same place anymore. While singer Chico Science passed away before the tech boom, his words predicted the rapid transformation of the Brazilian startup world over the past half-decade.
When we opened Google for Startups Campus Sao Paulo in 2016, Brazil was in a deep recession. Only slightly more than half of the population had access to the Internet, let alone used it daily. International funds were skeptical of the growth of our mere 5,000 startups, none of which were “unicorns” (companies valued at over $1 billion).
Just five years later, there are now 141.6 million internet users in Brazil, now the world’sfifth-largest online population. The 250+ startups in our network have created more than 15,000 jobs and raised more than BRL 35 billion (USD $7 billion). Google for Startups Brazil has trained more than 30,000 entrepreneurs at more than 1,500 in-person and virtual events. The local startup ecosystem is growing so rapidly that in the three months since we finalized our five-year impact report the number of Brazilian unicorn startups has grown from 15 to 17, including six companies that graduated from Google for Startups programs.
The story of Google in Brazil is deeply connected to this tech transformation. Our presence in the country kickstarted with theacquisition of local search engine startup Akwan. Ever since, Google for Startups’ mission has been very intentional: to help founders solve Brazil’s biggest challenges. Startups like fintech giant Nubank, which became the biggest digital bank in the worldby offering underbanked Brazilians fee-free credit cards; health-tech gamechangers like Vittude, which is making mental health care accessible to all; resources likeContabilizei that empower Brazilians to tackle bureaucracy; and digital platforms like Trakto that have reignited regional economies by helping local entrepreneurs learn digital skills.
And who becomes a founder is changing, too. 88% of the startups in our network have women in leadership positions, 53% have a leader who identifies as LGBTQIA+, and 58% counted at least one Black leader. While these are steps in the right direction, we still have a long way to go to level the playing field for aspiring entrepreneurs of all backgrounds. Over 56% of Brazilians self-identify as Black, but one-third of Black entrepreneurs in Brazil report being denied funding. So last year we launched the Google for Startups Black Founders Fund—the first of its kind in Brazil—to not only boost racial diversity in the startup ecosystem but also create economic opportunity for all Brazilians by supporting high-growth, Black-led companies.
The past year also brought unprecedented devastation — and digital transformation — across our country. There have been more than 20 million cases of COVID-19 and over 570,000 deaths in Brazil, and unemployment hit an all-time high in March. Startups from the Campus Sao Paulo community fueled economic recovery by creating 2,000 jobs in 2020, a 33% increase over 2019. “The Google brand helped us forge relationships of trust,” said Lincoln Ando, CEO of idwall, a security tech startup that graduated from Google for Startups Residency and Accelerator programs and raised $38M during the pandemic. “We still have a lot to achieve in Brazil, but we see a big opportunity to take our mission even further.”
Each step forward presents new challenges, but reinventing the day-to-day is what startups do best. While I am incredibly proud of what Google for Startups has accomplished over the past five years, the real privilege is helping founders start, build, and grow the companies that will take Brazil—and the world—into the future.
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Supporting the future of computer science with the 2021 Google PhD Fellowships
Since 2009, Google has been supporting top graduate students who want to make an impact on the future of technology. The Google PhD Fellowship program recognises candidates doing important and innovative research in computer science and related fields. In Australia and New Zealand, the program focuses on early-stage candidates. Winners receive fellowships which include a monetary award of $15,000 AUD to cover stipend and other research related activities, as well as a Google Mentor who works on topics related to their field of study and provides guidance. In 2021, we’re pleased to announce four new PhD students in Australia who have been awarded fellowships for their outstanding efforts.
Sampson Wong, Google PhD Fellowship in Algorithms, Optimisations and Markets, The University of Sydney
“Transport networks require regular monitoring and maintenance to sustain a high level of operability. As networks grow and as technologies improve, there is a rising demand for data-driven analysis of transport network data. This has resulted in governments and companies developing domain-specific tools to provide its citizens and users with the best recommendations. The speed and quality of these tools depend greatly on their fundamental building blocks. The goal of my thesis is to develop efficient algorithms for fundamental problems involving geometric movement data on transport networks. We use clustering and other algorithmic methods to detect commuting patterns in geometric movement data, and to select beneficial upgrades for a transport network.”
Theekshana Dissanayake, Google PhD Fellowship in Machine Learning, QUT
“Deep learning has shown great success in solving biosignal-based medical diagnostic problems. However, present solutions cannot generalise across multiple datasets captured from different experimental settings. Furthermore, the black-box nature of current solutions hinders the trust associated with the predictions made from a clinical perspective. This PhD research focuses on the generalisability and interpretability of deep learning models designed for biosignal-based medical diagnostics and considers both single and multi-channel biosignals (such as heart signals and brain signals using EEG and ECG).”
Xinlong Wang, Google PhD Fellowship in Machine Perception, Speech Technology and Computer Vision, The University of Adelaide
Xinlong’s research interests lie in computer vision and machine learning, specifically in enabling machines to see and understand the environment. Xinlong’s research focuses on object-level recognition, including 2D/3D/video object detection and instance segmentation.
Yun Li, Google PhD Fellowship in Machine Learning, University of New South Wales
“Deep learning has been demonstrating the potential to significantly revolutionise the practice of medicine and the delivery of healthcare. However, low volume, high sparsity, and poor quality of healthcare data and their diverse contexts may limit the efficacy of deep learning methods. In my research, we aim to develop a suite of robust and versatile few-shot machine learning methods to effectively discover personalised, transferable insightful knowledge with very limited data. Specifically, we have identified and proposed the solutions to 1) data-efficient methods for genomics sequencing; 2) medical image argumentation, 3) hierarchical multi-view data analysis; and 4) tinnitus diagnosis. We will continue to improve the explainability, transparency, and personalisation for better clinical translation. Our studies will have a broader impact on a wide range of practical scenarios such as genome study, medical diagnosis, drug discovery, and disease treatment.”
In supporting these Australian Fellows we recognise their significant academic achievements and hope that they will go on to be leaders in their respective fields. We look forward to building even stronger links between industry and academia to help support important research in Australia. You can find out more about the Google PhD Fellowship program here
Clarissa Burt a Benevento con gli ‘Artisti di periferia’ nel segno di Troisi
Sensibilizzare l’opinione pubblica e soprattutto i giovani sui temi dell’integrazione tra i popoli nel post covid e sull’importanza della cultura nella lotta alle mafie. Sono alcuni degli obiettivi principali dell’associazione…
L’articolo Clarissa Burt a Benevento con gli ‘Artisti di periferia’ nel segno di Troisi scritto da MercurPress proviene da Assodigitale.












