The Differences Between Influencer Marketing for Consumer and B2B Brands

The Differences Between Influencer Marketing for Consumer and B2B Brands

Influencer Marketing

Influencer marketing for consumer brands is easy (well, easier.) It’s easy to execute. Easy to measure. Easy to talk about. And, it’s easy to write about too. That’s why it gets so much media attention in Forbes, Adweek, Digiday, and others. It’s sexy. For consumer brands, if you have a cool product with mass consumer appeal, there are thousands of influential consumers (called creators) that you can “hire” and activate through paid campaigns. Influencer agencies like Hypr, OpenInfluence, and Clever have access to thousands of influencers as a part of their opt-in influencer network. All you need is a good idea, a sizable budget and they’ll take care of the rest.

It’s not so easy for B2B and technology brands and for a lot of reasons. B2B buyers distrust marketing. Ignore sales. Don’t click on paid search results. Install ad blockers. And they never read a press release. Here’s a quick breakdown of the similarities and differences for consumer and B2B brands:


Here a few articles that might help put B2B influencer marketing in context:

You may also find this white paper I wrote helpful, Scaled Influence: Winning the War of Brand Relevance B2B Influencer Marketing.

Please let me know if you have any questions or comments. You can find me on Twitter or LinkedIn.

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About Michael Brito

Michael Brito is a digital strategist, published author, TEDx speaker, adjunct professor, and avid 49ers and Lakers fan, with over 20+ years of experience helping organizations break through the clutter and reach their audience with game-changing marketing programs.

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