B2B influence is one of the fastest-growing marketing priorities, yet many chief marketing officers (CMOs) are missing out on utilising the activity to its full potential.
New research, conducted by global agency Ogilvy through interviewing 550 CMOs across 11 markets, shed light on the ‘high usage, high value’ benefits of influence marketing while still noting the large opportunity to realise more value from it.
The figures showed that over 75% of B2B chief marketing officers already utilise B2B influencers, while 93% of those are planning to increase activity even more.
In addition, almost half (49%) believed influencers can help their brands be more credible and trusted, while 40% experienced improved leads or sales thanks to influencer marketing strategies.
Yet, the data also revealed no teams are utilising after-sales influence to its full potential, while 60% not yet experiencing improved lead generation from B2B influencer marketing.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
A subsequent report highlighted three key imperatives for CMOs identified by the research; an increase in peer-peer marketing channels as a response to an ever increasing digital workforce; business growth from holistic growth; and the consideration of employees as influencers.
“This is the first research in the space that clearly shows the untapped potential to be gained with B2B influencers,” Ogilvy global head of influence, Rahul Titus said.
“Some incredible CMOs, as part of this study, are showing examples of influencer impact up and down the customer journey, proving that influencer marketing is the most versatile weapon in the armoury for B2B CMOs.”
Schroders chief marketing officer, Beth Saint, added: “The untapped potential is to unlock every individual within their circles to influence and advocate on behalf of the brand. It’s not really a question of how or should – but when.
“Those who move first and move faster will have the competitive advantage of space, but brands that are yet to develop their own influencer strategy, are already playing catch up with their competitors.”
