Most B2B brands aren't using influencer marketing the way they could be. gettyBusiness-to-business (B2B) influencer marketing (IM) isn’t new, but a recent report from TopRank Marketing shows many companies, large and small, are still struggling with it, even after all of these years. The 2020 State of B2B Influencer Marketing Report, the first of its kind, takes an in-depth look at brands, B2B influencers, and case studies to highlight industry best practices and offer recommendations for those working to develop their B2B influencer marketing strategies. Customer experience is a top focus for B2B brands and yet most B2B marketers don’t follow through on their confidence in how much influence plays a role. Many B2B brands know anecdotally what Odden and this report prove: they’re not using B2B influencer marketing to anywhere near its full potential.

Source: Forbes September 01, 2020 15:56 UTC