Not enough research exists on B2B influencer marketing. While lots of research on B2C influencers exists.

For a background on the general topic of influencer marketing, read these articles:


A B2B Influencer Marketing Podcast

Recently, TopRank Marketing conducted a major study on B2B influencers. To access the full report, click here. [Note: A short login is needed.] 

And Kerry O’Shea Gorgone sat down with TopRank’s Lee Odden to conduct a podcast on the research. It is shown below the commentary. As Gorgone notes: 

Lee’s team specializes in helping B2B brands create content that is ‘optimized for search and influencer-activated.’ I invited him to Marketing Smarts to talk about how influencer marketing adds value for B2B brands. How to overcome the most common challenges with using influencers for B2B. And the characteristics that the most successful B2B brands in the space share.

Hint: you should use software to identify influencers. Furthermore, interactive content is definitely a plus. But listen in to find out the one thing that makes top B2B brands more successful than the rest! (Click on the media player or download it to listen later.)

We recorded this episode of Marketing Smarts in our MarketingProfs PRO Facebook group. If you’re a PRO member, join us there for livestream videos and other exclusive content!

To learn more, visit In addition, check out the B2B influencer marketing study.  And follow Lee on Twitter at @LeeOdden. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode!


25 Replies to “B2B Influencer Marketing”

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