B2B Influencer Marketing

Sam Parr and Shaan Puri discuss how celebrity/influencer marketing strategies, traditionally used in B2C, are underutilized in B2B spaces despite showing promise. They draw parallels between successful consumer brands and potential B2B applications.

Key Points:

• Current B2B Influencer Examples:

  • Hubspot using podcast hosts as influencers
  • Shepherd (hiring platform) partnering with entrepreneurs
  • Rackspace's early attempt with Robert Scoble

• Why B2B Influencer Marketing Works:

  • Same principles as B2C: leveraging trust and reach
  • Can target specific business demographics
  • More authentic than traditional advertising

• Evolution of Business Content Creation:

  • Every D2C business will have full-time content creators
  • Content creators will be paid more than executives
  • Creators become part of company narrative
  • More valuable than one-off influencer campaigns

• Key Differences from Traditional Marketing:

  • Content creators ARE the content, not just posting it
  • Focus on building ongoing relationships
  • Integration into company story

• Future Predictions:

  • Every software company will have its own media company
  • Inbound leads through content more efficient than paid ads
  • B2B influencer partnerships will become more common
  • Content creators will drive more value than traditional executives

• Challenges:

  • Not as common as B2C currently
  • Needs different approach than consumer influencer marketing
  • Requires long-term commitment to content creation