Influencing Business: The Global Rise of B2B Influencer Marketing

The intelligence, whether from consumers or competitors, helps you make data-driven decisions and stay ahead of customer needs. Here's a preview of a Sprinklr Insights reporting dashboard, which provides a breakdown of top keywords and language analytics for a social media campaign. We discuss five strategies to drive higher-quality leads, deepen engagement from target accounts, and measure outcomes across your funnel through social media.

O’Donnell held a range of leadership positions spanning clients, geographies, and businesses in his 37 years with the agency. Marketing must move from creating an image to helping brands make an impact on people, the planet, and performance. The latest edition of the Ogilvy Health Inspiration podcast features OH Chief Creative Officer Adam Hessel. An in-depth discussion on how brands can effectively engage with wellness influencers and benefit from it.

The type of content depends upon factors such as the nature of the business, target audience, marketing goals, and more. Additionally, your product and services, the personality of your brand, communication tone, and target audience all affect your channel selection. The choice of social media platforms should align with your business goals. This allows you to customise your marketing efforts to attract your target audience and attract those who are most likely to convert into paying customers.

According to a recent study by HubSpot research, 97% of marketers plan to continue or increase their investment in funny content on social media in the next year. According to Matter Communication, 69% of consumers trust messages from influencers, friends, and family over brands themselves. In this example, we highlighted HubSpot employees who would be acting as “correspondents” for INBOUND this year.

What is B2B social media marketing?

Your LinkedIn tone differs from X (formerly known as Twitter), but your brand’s character is consistent across all social media platforms. They break the stereotype that B2B social media marketing has to be stiff or formal. Yet, despite their different approaches, both posts are engaging and provide valuable insights.

B2B Marketing Foundations: Positioning

But why limit yourself to LinkedIn when other social media platforms have also introduced several B2B-friendly features? The focus is on credibility over reach — industry analysts, practitioners, and micro-influencers with 5,000-50,000 highly engaged followers in your niche consistently outperform broader reach plays. HubSpot’s robust features and seamless integration make it a top choice for businesses looking to unify their social media and marketing strategies. While the pricing may be steep for smaller businesses, the platform’s scalability and robust features deliver exceptional value for growing organizations. SocialPilot offers comprehensive features tailored for small to medium-sized B2B businesses and agencies.

What is B2B Social Media Marketing?

There’s a scene in The Devil Wears Prada where Miranda Priestly, played by Meryl Streep, delivers a devastating monologue about a cerulean sweater. Foundation Labs provides you with timely, meaningful, and relevant data that enables you to grow your company in a meaningful way. Our marketing team consists of digital marketing, graphic design, and traditional marketing experts with proven track records. However, just because something’s difficult to track doesn’t mean you should avoid measuring it. If you’re using forms of traditional marketing for B2B, they might be more difficult to track. If you’re engaging in B2B SEO, what will you use to measure rankings, organic traffic, and conversions?

It’s a wise choice for tech companies, media brands, SaaS businesses, service providers, and creators seeking to build community and voice in their industry. Experience suggests that it is helpful for DTC brands, lifestyle companies, creators, and small businesses that want to grow fast through relatable and shareable video content. For businesses aiming to build trust and visibility globally, YouTube is can be an essential part of a strong social media marketing strategy. With over 2.53 billion monthly users, it is a great platform for businesses looking to enhance their brand awareness, b2b marketing social media build trust and credibility, drive traffic and sales, and more. In our opinion, it’s the best choice for B2C brands, creators, local businesses, and even service providers who want to communicate visually. With social media marketing for your business, you can engage with your target audience in a very cost-effective way.

With each Thread post having a 500-character limit, it has a more thoughtful and expressive posting format. Most people who use the platform are planners, searchers, and buyers, making it a high-intent platform perfect for long-term brand discovery and evergreen content. WhatsApp is a highly effective tool for businesses looking to build personal, direct customer relationships. In our opinion, X (formerly Twitter) is underrated but incredibly powerful for businesses. We suggest that you leverage influencers, trends, and TikTok’s ad tools, which will help you boost your visibility and drive online engagement.

It’s an effective channel for attracting and connecting with their target audience. You should also follow the current trends and conventions of the social media platforms you use to get noticed by the algorithm. Plus, engage with your audience by responding to their comments and posting interactive content.

Beyond the algorithm, there’s a cultural mismatch — LinkedIn users want conversational, first-person storytelling, not polished marketing copy. LinkedIn rewards native content that sparks conversation, not links that pull people away. The first line of your post decides whether people keep reading or scroll past. And every single week, you should be putting out video content, written content, image content that reinforces these ideas.” Dividing your content into themes — like thought leadership, lead generation, and company culture — helps maintain freshness and relevance to your target audience. The volume and consistency help them maintain presence in their target audience’s feed — and it’s a major reason they’ve built a following of over 315,000.

Host Webinars on Industry Topics to Establish Authority

• After a long career in the advertising industry, Lynn Biederstadt provides a personal and provocative look at her experience.
• It doesn't stop there, though, as B2B brands can track and analyze competitors and industry influencers, their views, issues, and customer reactions, to help position brands in a positive light.
• Social media was created to help people make connections with other people.
• So how do you determine if influencer marketing is the right fit for your B2B brand?

Only 3% say they don’t measure content performance. Digital Silk helps businesses create strong content marketing strategies to increase visibility, drive traffic and rank better on search engines. This guide delivers a platform-by-platform strategy with specific content ideas, posting schedules, compliance considerations, and ROI measurement frameworks. LinkedIn lets you track up to 10 competitors directly in the platform.

Best social media platforms for lead generation: What’s right for your brand?

Twitter/X remains relevant for real-time industry conversations, PR amplification, and building relationships with journalists, analysts, and influencers. Meanwhile, content from individual employees consistently generates five to ten times more engagement than branded page content. Lead generation is essential, and high-quality leads are the lifeblood of your revenue. For example, these could be through case studies, how-to guides, industry insights and trend reports, white papers, etc. The most effective strategy is to provide value and authentic content to business audiences. B2B content marketing is when a B2B brand shares engaging content with other businesses.

For instance, use an awareness-stage ad to address common pain points and objections or a consideration-stage ad with testimonials to give social proof and win people’s trust. Consider also retargeting people who’ve landed on your website through search or other referral sites. These features allow you to personalize offers and expand your audience beyond that of your current social media followers. It contains product demos, instructional videos and on-demand webinars, making it easy for Vizient employees to become social media brand advocates.

90% of B2B buyers prefer video content when learning about products and services. B2B social media marketing has hit a turning point. The brands winning aren't the ones posting most often. It's infrastructure work, but it's what transforms social from a cost center into a measurable revenue contributor. Getting leadership consistently posting isn't just good for brand building, it's a prerequisite for organic visibility.