Abstract
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?).
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2018 The Author(s)
About this chapter
Cite this chapter
Backaler, J. (2018). Business to Business (B2B) Influencer Marketing Landscape. In: Digital Influence. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-78396-3_6
Download citation
DOI: https://doi.org/10.1007/978-3-319-78396-3_6
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-78395-6
Online ISBN: 978-3-319-78396-3
eBook Packages: Business and ManagementBusiness and Management (R0)