Business to Business (B2B) Influencer Marketing Landscape

Abstract

Intro; Foreword; Acknowledgements; Contents; List of Figures; 1 Introduction; 2 Then vs. Now: Influencer Marketing (Re-)Defined; Interruption Marketing Is Dead. Long Live Influencer Marketing!; Word of Mouth: The Ultimate Enabler of Influence; Rising Technologies, Disappearing Gatekeepers; Redefining the Relevance of Influencers in Our Modern World; 3 Levels of Influence: Key Characteristics of Modern-Day Influencers; Levels of Influence: Celebrity Influencers, Category Influencers, and Micro-Influencers; Roles of Influence: Different Personas for Different Use Influencer ABCCs: Key Factors of Modern-Day InfluencersA = Authenticity; B = Brand Fit; C = Community (Reach, Resonance, Relevance); C = Content; Finally!!! A Common Definition of Modern-Day Influencers; 4 A Global Phenomenon: The Rise of Influencers Around the World; A Global Phenomenon: Influencers Emerge Around the World; Cultural Influence: Bridging the Culture Divide to Reach Local Audiences; Global Influence: Where in the World Do Influencers Have Influence?; Local Influencers; Global Influencers; Availability of Local and Global Influencers Opportunities to Go Global While Staying LocalGoing Global: Influencers' Expanding Role in International Marketing; 5 Business to Consumer (B2C) Influencer Marketing Landscape; B2C Influencer Marketing: Where We Are Today; Interested in B2C Influencers? Don't Forget These Considerations; When Influencers Become Brand Competitors; When Influencers Become Co-creators; When Influencers Become Distribution Channels; Solely a Distribution Channel? What About All That Content?; Compensating B2C Influencers: Can We Pay You in Jewelry?; Getting B2C Influencer Marketing Right 6 Business to Business (B2B) Influencer Marketing LandscapeB2B Influencer Marketing: Where We Are Today; Interested in B2B Influencers? Don't Forget These Considerations; A Day in the Life of a Busy "B"-2B Influencer; For B2B Influencers, Objectivity Is Everything; To Pay or Not to Pay? The Answer Is Always NO!; Well…Sometimes It's OK to Pay; B2B Influencers vs. Analysts vs. Journalists; Follower Count ≠ B2B Influence; Getting B2B Influencer Marketing Right; 7 Discover Influencers: Finding the Perfect Match; Getting Started: Target the Right Audience First Next: Target the Right Influencers Who Influence That Audience3 Paths for Influencer Management: In-House, Agencies and Software Solutions; Path 1: Manage Influencers In-House; Path 2: Hire an External Agency; Path 3: Purchase Influencer Marketing Software; Discover Influencers: What It Really Takes to Identify the Right Influencers; 8 Engage Influencers: Developing an Effective Outreach Strategy; Incentivizing Influencers: To Pay or Not to Pay?; Organic Outreach: Identify Mutual Points of Interest; Paid Outreach: Avoid Spending Too Much, and Getting Too Little in Return