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Confidence amongst B2B marketers in the role of influence, both externally and internally, has grown substantially in the past year. Following that growth is the number of B2B influencer marketing success stories inspiring marketers to investigate collaborative content strategies that include influencers.
At the same time, the pandemic has had its effect on marketing budgets and one of the trends over the past year that has stuck is the need for greater accountability and demonstration of ROI for marketing investments. While research shows that 96% of B2B marketers that engage influencers consider their program to be successful, 60% of marketers overall do not feel they have the skills or expertise in-house to execute on influencer programs.
The contrast of confidence and opportunity with the lack of in-house capabilities has drawn more marketers than ever to seek outside help for working with influencers. Agencies with deep expertise in B2B influencer marketing strategy, tactics, software and relationships with top influencers enables B2B brands to hit the ground running with confidence and acceleration that simply isn't possible working alone.
Our research has found that B2B marketers that seek help from agencies often engage those experts to perform several key functions:
Identify influencers 79%
Manage influencer relationships 76%
Develop influencer marketing strategy 71%
Measure influencer program effectiveness 66%
Integrate with other marketing efforts 63%
Implement influencer marketing campaigns 60%
Manage influencer marketing technology 44%
While the value agencies can provide B2B brands around working with influencers is clear, there are some things marketers should look for and ask in order to separate those with actual skills and capabilities vs. those agencies opportunistically adding another offering to their services mix. Here is a collection of important questions B2B marketers should ask when evaluating B2B marketing agencies for influencer content marketing programs:
How long have B2B companies engaged your agency to deliver influencer marketing services?
As with all marketing strategies that gain popularity, many agencies with tack them on to their services mix in order to capitalize on the trend without actually having the expertise (yet). Do you want to be a guinea pig for an agency or do you want to be another success story?
Have you provided influencer marketing services in our industry before? Please share an example:
Expertise in your industry matters enough that this question must be asked. While overall influencer marketing is newer to B2B than in consumer industries, there are a growing number of specialists that understand the nuances of the industries they focus on and have existing relationships with influencers in those industries. Influence requires authenticity and to create that kind of trusted credibility with industry influencers, it can be very beneficial if the agency has deep expertise and connections already.
What is the size and nature of your influencer network and how do you ensure we are only working with the most impactful influencers?
Experienced B2B marketing agencies that work with influencers understand the value of relationships. Therefore, they will not simply "use" influencers for campaigns, but work to create, maintain and elevate relationships with those influencers so when a new client project comes along, they are warm to the idea of an invitation to participate. The best influencers are very, very busy and in high demand. An existing relationship with the agency is often the reason a coveted influencer says yes to engage in a B2B brand they have not worked with before.
How do you go about identifying and activating the right influencers for us?
As mentioned above, our research found that the top task B2B brands get help with from agencies is influencer identification. It's important to understand if the agency takes a transactional approach or a more romantic/persuasive approach. Technology also plays a role and if the agency simply says they would use Twitter and LinkedIn vs. a software platform that uses algorithms and sometimes artificial intelligence to analyze vast amounts of social data to identify individuals most appropriate to your topics of relevance, audience resonance and reach - then there will be disappointment. Influence in B2B is more than social data and requires both technology and industry expertise to identify, qualify and activate.
What is your process for campaigns vs. always-on influencer programs?
Many agencies new to influencer content marketing don't really understand when campaign is right compared to an always-on program or even what an always-on program entails. It's important that the agency can describe the use case differences and how an influencer program can evolve over time to deliver substantially greater value.
What compensation or value exchange approach do you recommend when working with influencers?
In B2B, the majority of influencer engagement is organic value exchange where influencers participate in content collaboration in exchange for exposure or participation in a formal brand influencer program. However, there are a growing number of professional B2B influencers and that means more financial compensation. It is important to understand whether the agency defaults to simply paying influencers for every contribution or if they have the ability to recruit influencer organically as well as work with professional influencers for hire.
How do you integrate external influencers with internal executives and SMEs?
Influence is more important than ever for B2B brands to create, maintain and grow connections with their customers. Pairing external influencers with internal executives or subject matter experts creates value for the customer experience multiple levels. Including both internal and external influencers in brand content gives it more credibility as well as building the influence of internal brand staff through association with respected industry experts. Does the agency understand this opportunity and do they have expertise in convincing executives to be more social and influential?
What types of content do you specialize in for influencer collaboration?
A growing number of B2B influencer marketing resources offer both technology and services from an influencer identification and engagement standpoint. It is important to understand what outputs and outcomes are possible as a result of the expertise the agency brings. Content is one of the most valuable products from B2B brand and influencer collaborations and it will be important to understand whether the agency has experience in the formats that influencers favor: live video streaming, recorded video, podcasts, social audio, episodic "show" content, social media content, live events and of course all forms of text content - blog posts, research, reports, etc.
What software or technologies do you use to support influencer identification, management and performance measurement?
There simply is no scaling of impact when it comes to influencer marketing unless technologies are in place to support ongoing influencer identification, management and performance measurement. There are a handful of platforms that promise to do everything but the more likely scenario for a B2B brand is that there will be a combination of platform + specialist tools. It is important to know what the agency has deep experience with and what kinds of specialist tools are used and for what reason.
The evaluation process for engaging a B2B marketing agency to provide influencer content marketing services will vary by the needs of the company, market, resources, timeframe and industry. But these questions should give B2B marketers that are considering engaging outside expertise in any industry the answers to identify the best possible partners. On the surface, partnering with influencers can seem pretty straightforward. But the reality is, the difference between a successful pilot that generates both results and the data to support scaled influencer marketing engagement and a waste of time and resources is whether marketers have invested getting help from those that have proven strategies, processes, relationships and technology savvy.
The post 9 Questions to Ask When Hiring a B2B Influencer Marketing Agency appeared first on B2B Marketing Blog - TopRank®.
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We are in an era where texting and chatting have become an integrated part of our daily lives.These days most people aren’t much interested in picking the calls to speak and rather prefer texting.The convenience of mobile communication has greatly increased with text messaging.For this major reason, marketers are running behind the messaging platforms to enhance communication channels for sales and customer service processes.It is crucial to retain existing customers and also grab new customers easily with this new service.As a result of this, Chatbots have become the most popular ones to reach their audience and scale their business.In this blog, we have discussed the importance of chatbots in the industry.How Chatbots are transforming businesses?Chatbots are taking the world to a new stage.
The global Cleanroom Technology Market is estimated to touch to reach USD 4.86 billion by the completion of the prediction period.Strict controlling criteria for cleanrooms, technical progressions, and improved demand for cleanrooms to improve excellence of merchandises are more or less of the most important features expected to motivate the market.The market was appreciated by US$ 3097.8 million in the year 2016.The worldwide market has practiced stable development in the previous a small number of years mostly credited to the strict healthcare guidelines, arrival of biologics, increasing healthcare business in the emerging nations, and growing use of cleanrooms in medicinal apparatuses manufacturing.It was responsible for the biggest stake of cleanroom technology market owing to existence of indigenous important pharmacological companies, greater expenditure on healthcare, and enlarged number of hospital related contaminations.The above-mentioned reasons and promising repayment strategies can too be credited to greater infiltration of cleanroom technology in the healthcare subdivision of North America.Yet, the Asia Pacific is likely to appear as the rapidly developing sector by means of a development percentage of almost 6.7%.Growth in manufacture of generics owing to the growth in sum of patent running out of best seller medicines, populous of elderly patient, and sickness burden is between rare factors estimated to increase the practice of cleanroom technology in the subdivisions of medicinal devices manufacturing work room, and hospitals.
The stats say that the global B2C eCommerce sales amounted to $3.53 trillion in 2019.
eCommerce Development Trends to Follow in 2021 and Beyond
Voice commerce will increase
People are increasingly relying on voice assistant devices like the Amazon Echo with Alexa and the Google Home with Google Assistant to do everything from waking them up to buying products online.
For example, what starts out as a quick voice search of an internet user looking for advice on "how to reduce injuries while running" leads you to read your solution-based blog post, which in turn gives.
Brands will continue to adopt dynamic pricing
Dynamic pricing enables eCommerce retailers to remain competitive and attract more customers.
As an online marketer, you must focus on improving the customer experience for mobile device users.
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Financial Technology, or fintech as it is popularly called, has completely revolutionized the way payments are made.There are cashless payment options available in almost every store today, which takes only a moment, and the cashier doesn't have to fumble the registry to give back change to the customer.The payment options are not limited to stores and allow people to send money to each other online.This payment mode is referred to as P2P (peer to peer), and it has made it so much easier to transfer money digitally.The days of standing in queues are long behind us since apps like Venmo have made transactions online secure, fast and entirely seamless.Why you need a Venmo clone scriptThe fintech industry was worth $127 billion in 2018 and expected to grow up to $310 billion in 2022.The digital sector of fintech is a growing industry, as the total value of digital transactions made will amount upto $6.7 trillion by 2023.It's, therefore, a great time to invest in fintech businesses by running your app.The developers at Turnkeytown have recognized the potential in this sector and made a feature-packed Venmo clone app designed to succeed in the market.
With the rapid increase in the number of online shoppers, there has been observed a great demand in the eCommerce website or app development services.Both the startups and enterprises (running their business through physical stores) are struggling to get their business online.Online shopping stores not only help businesses to get more customers and boost sales, but they also provide customers a convenience to shop various products from the comfort of their homes.Laravel is the first choice of the developers building feature-rich and user-friendly eStores.You must be thinking when there are plenty of other technologies and frameworks available in the market, why choose Laravel.Well, the article will clear all your doubts as we have covered 9 major reasons behind the growing popularity of this PHP’s framework among eCommerce store developers.Read also : Comprehensive Guide For Your Ecommerce Store Development9 Key Reasons Why Developers Choose Laravel for Building eCommerce WebsitesReady-made packages and pre-installed OOP librariesTop-notch security featuresGreat development cyclesReady-made content management systemsScalabilityAnd 4 more.Read more : Why choose laravel for ecommerce development