Business to Business (B2B) Influencer Marketing Landscape
This chapter opens with the story of Walter Jennings, vice president of corporate communications for the Chinese technology firm Huawei, and how he single-handedly built and manages a 100-person B2B influencer community of thought leaders from all around the world. The chapter provides an overview of the current state of business to business (B2B) influencer marketing highlighting best practices from companies such as IBM, Adobe, Teradata, Electrolux, Oracle and others. It offers strategic guidance for B2B brands interested in working with influencers—from how to effectively engage them to how to incentivize them (ex: is it ever OK to pay B2B influencers?).