Growth Opportunities for Global B2B Influencer Marketing

Growth Opportunities for Global B2B Influencer Marketing

Innovative Business Models Will Emerge as Digitally Native Gen Z and Millennials Dominate the Consumer Population

RELEASE DATE
02-Mar-2022
REGION
Global
Research Code: K67F-01-00-00-00
SKU: CI00803-GL-MT_26324
$4,950.00
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$4,950.00
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Description

Business-to-business (B2B) influencer marketing has the potential to generate $11.7 billion in revenue by the end of 2022, with more than 38% of B2B companies currently exploring influencer marketing as a new lead-generation avenue. Influencer marketing is set to become a mainstream approach for B2B companies that are looking to tap into the power of social media and content marketing. Frost & Sullivan recognizes that demographic influence will play an increasingly important role in adoption of B2B influencer marketing. Within the next decade, more of the millennial and gen Z population will enter middle/top level management roles within organizations, and their buying behaviors will drive business decisions and increase investment in B2B influencer marketing strategies.

KEY TREND OPPORTUNITY LEVERS:

The ultimate goal for B2B marketers is generating leads and sales. Content marketing has taken center stage for B2B marketers in the lead-generation process. Involving influencers in content marketing will not only drive demand but also result in higher customer engagement for the marketing program.

GROWTH OPPORTUNITIES CRITICAL TO FUTURE SUCCESS:

Power of Employee Advocacy
An influencer marketing program that is run solely by the marketing department operates in a silo, and its scope of influence is limited. In contrast, an employee advocacy program that is linked with an influencer marketing program can provide the true essence of brand promotion. Employees are the key stakeholders of a brand’s reputation in the marketplace.

Always-on Influencer Program
Most companies have legacy influencer marketing programs previously used in public relations (PR) and augmented reality (AR) activities managing journalists and external analysts. The fastest way to orient an influencer marketing program is to integrate the tasks into other business-as-usual marketing activities.

Data-driven Content Creation
Data-driven content creation can customize messaging to consumers and deliver remarkable results. Influencer marketing platforms can use algorithmic data to find the best content type and form based on the target audience. Once this is identified, the platform can tether the approach to the perfect influencer. Partnering with an influencer marketing platform that uses data-driven pricing models ensures that companies are not over-paying their influencers and are receiving maximum value for their influencer budget.

Table of Contents

Why is Growth Becoming Increasingly Difficult to Achieve?

The Strategic Imperative 8™

Our Mega Trend Universe—Overview

Growth Opportunities Fuel the Growth Pipeline Engine™

Main Findings

Growth Opportunities Critical to Future Success

Trend Opportunity Overview

Trend Opportunity Overview (continued)

Trend Opportunity Overview (continued)

Trend Opportunity Overview (continued)

Trend Opportunity—Industry Implications

Key Trend Opportunity Levers

Trend Opportunity Attractiveness Analysis

Trend Opportunity Attractiveness Analysis (continued)

Trend Opportunity: Case Study—SAP Influencer Ecosystem

Trend Opportunity: Case Study—SAP Influencer Programs

Trend Opportunity: Case Study—Monday.Com

Trend Opportunity: Case Study—Linkedin

Trend Opportunity Impact and Certainty Analysis

Trend Opportunity Impact and Certainty Analysis (continued)

Trend Opportunity Matrix—Trend Innovation Index

Innovation Attractiveness Score

Trend Opportunity Matrix—Trend Growth Index

Growth Attractiveness Score

Trends Beets Implications

Growth Opportunity 1—Power of Employee Advocacy

Growth Opportunity 1—Power of Employee Advocacy (continued)

Growth Opportunity 2—Always-on Influencer Program

Growth Opportunity 2—Always-on Influencer Program (continued)

Growth Opportunity 3—Data-driven Content Creation

Growth Opportunity 3—Data-driven Content Creation (continued)

Identifying Your Company’s Growth Zone

Critical Success Factors for Growth

Conclusion—The Way Forward

Your Next Steps

Our Mega Trend Universe

Our Mega Trend Universe (continued)

List of Exhibits

Legal Disclaimer

Related Research
Business-to-business (B2B) influencer marketing has the potential to generate $11.7 billion in revenue by the end of 2022, with more than 38% of B2B companies currently exploring influencer marketing as a new lead-generation avenue. Influencer marketing is set to become a mainstream approach for B2B companies that are looking to tap into the power of social media and content marketing. Frost & Sullivan recognizes that demographic influence will play an increasingly important role in adoption of B2B influencer marketing. Within the next decade, more of the millennial and gen Z population will enter middle/top level management roles within organizations, and their buying behaviors will drive business decisions and increase investment in B2B influencer marketing strategies. KEY TREND OPPORTUNITY LEVERS: The ultimate goal for B2B marketers is generating leads and sales. Content marketing has taken center stage for B2B marketers in the lead-generation process. Involving influencers in content marketing will not only drive demand but also result in higher customer engagement for the marketing program. GROWTH OPPORTUNITIES CRITICAL TO FUTURE SUCCESS: Power of Employee Advocacy An influencer marketing program that is run solely by the marketing department operates in a silo, and its scope of influence is limited. In contrast, an employee advocacy program that is linked with an influencer marketing program can provide the true essence of brand promotion. Employees are the key stakeholders of a brand’s reputation in the marketplace. Always-on Influencer Program Most companies have legacy influencer marketing programs previously used in public relations (PR) and augmented reality (AR) activities managing journalists and external analysts. The fastest way to orient an influencer marketing program is to integrate the tasks into other business-as-usual marketing activities. Data-driven Content Creation Data-driven content creation can customize messaging to consumers and deliver remarkable results. Influencer marketing platforms can use algorithmic data to find the best content type and form based on the target audience. Once this is identified, the platform can tether the approach to the perfect influencer. Partnering with an influencer marketing platform that uses data-driven pricing models ensures that companies are not over-paying their influencers and are receiving maximum value for their influencer budget.
More Information
No Index No
Podcast No
Author Chaitanya Habib
Industries Cross Industries
WIP Number K67F-01-00-00-00
Is Prebook No
GPS Codes 9A3B