The marketing messages of yesterday are no longer relevant in a world dealing with the pandemic and major social change. On top of that, brands are challenged to connect with customers distracted by uncertainty and the need for trusted information appropriate to the times.
While many marketing efforts have had to adjust, it does not mean the need to deliver results has paused.
The evolving environment we find ourselves in presents new challenges and opportunities to be even more relevant and useful for buyers. So how can marketers be even more effective at reaching and engaging their customers during these challenging times?
According to research from our 2020 State of B2B influencer marketing report, 63% of B2B marketers say that marketing would have better results if it included a B2B influencer marketing program.
Think about it: What better way to engage customers authentically, credibly and effectively than through industry experts that have the attention and trust of your buyers?
For example, a recent influencer marketing program launched by Monday.com during the pandemic engaged relevant industry influencers on content and promotion. The result? Over 17 million people were reached through influencer shares alone.
As the world opens up and marketing emerges back into the mix, it’s essential for B2B brands to accelerate reach, engagement and purchase intent. Doing that with content co-created with industry influencers helps customers get what they want while also helping marketing deliver results for the business.
For more, check out our on-demand webinar Break Free of Boring B2B with Influencers & Experiences that Inspire.