of a B2B buyers' journey is complete before actively engaging with sales
Create more inspiring content to drive awareness & consideration
Whether your ABM strategy is Social Selling, sharing relevant Brand Content with your prospects, an email drip campaign or a more comprehensive, sustained, integrated program that incorporates multiple channels, influencer generated content will grab your prospects’ attention far more than branded content.
Drive social media engagement with your prospects
The best ABM strategies are content-driven. Influencers typically create content that drives more views and engagement with your audience than your brand. By co-creating content with influencers, you will create more dialogue with your target audience, and this will be more effective than selling a solution or talking too much about your brand yourself.
Promote trust, credibility and shorten the sales cycle
Your customers trust industry influencers and their opinions on how to solve your business problems and drive innovation within the industry. Creating content with influencers around customer problems and the latest innovation & challenges in the market will help your sales people drive credibility in the marketplace and shorten the sales cycle.
B2B marketers invest a lot to create great content. But, this effort remains largely unnoticed, especially if you think about enterprise decision makers. They just don’t have time to follow your blog – no matter how great it is. Yet, they follow some influencers and read some media, so both influencer marketing and media relations can help to get in front of decision makers.
Dmitri Lisitski, CEO & Co-Founder at Influ2
- Discover – Identify market influencers around a specific topic your target prospects care about
- Insights – Measure their individual influence and decide who to prioritise for engagement. Analyse the scale of the issue on the market and your target audiences
- Activation – Reach out to 30 influencers and, based on response rate, create video, audio or blog content with 5-10 influencers around one topic.
- Management – Sustain relationship with your influencer advocates and align your content calendar with their content focus & motivations
- Measurement – Measure the views, shares, downloads of your content and compare this to previous content pieces. Analyze the impact on current pipeline with content that drives bottom of funnel
of individual stakeholders who perceived supplier content to be tailored to their specific needs were more willing to buy from that supplier than stakeholders who didn’t