New Traackr White Paper Exposes Six Trends in B2B Technology Influencer Marketing
(Thomson Reuters ONE) -
Coauthored by Mark Schaefer, 10 Experts Weigh in From the World's Most
Recognizable Business Technology Brands
SAN FRANCISCO, June 22, 2017 (GLOBE NEWSWIRE) -- Traackr, the world's leading
provider of Influencer Relationship Management software, today released a new
white paper that closely examines the rise of influencer marketing in B2B
technology organizations. The paper draws on interviews with 10 marketing
experts who have built influencer marketing programs at organizations including
Microsoft, IBM, Samsung and others; as well as, previously unreleased technology
industry data extracted from Traackr's "Influence 2.0: The Future of Influencer
Marketing" research report published in January 2017.
Traackr partnered with Mark Schaefer, a globally-recognized speaker, educator,
business consultant, and, author to co-write the white paper, which investigates
why business technology firms have been slow to adopt influencer marketing, why
it's become an area of strategic importance for marketing departments; and,
identifies six paradigm shifts emerging in organizations with established
influencer marketing programs.
"Every time I'm in a room with CMOs from B2B technology organizations, the
conversation inevitably turns to influencer marketing," says Schaefer. "In this
paper, we wanted to go deep into the unique opportunities and challenges faced
by organizations that seek to reimagine what it means to market technology in
our fragmented, ad-blocked, yet connected and social world."
"Given the interest and early successes in B2B influencer marketing, we wanted
to understand why we see such a disconnect between perceived strategic
importance and implementation," says Kirk Crenshaw, CMO, Traackr.
"The answer we found in interviewing experienced practitioners, is that
influencer marketing requires a fundamental shift in the marketing department-
rethinking how to go to market, acquiring new skills, reconfiguring how to
measure, and learning to relinquish, at least partial, control of the message."
Experts Stress Importance of Long-Term Relationship Building Over Short-Sighted
Endorsements
A major theme throughout the paper is trust as leaders seek to work with
impartial subject matter experts and avoid short-sighted endorsements. This
trend is reflected not only in the minds, but also the wallets of marketers as
evidence by The Future of Influencer Marketing report.
Brands that have mature programs spend 7 times more than laggers, and where they
spend signals a focus on relationship building and process optimizations.
Specifically, organizations with advanced influencer marketing programs spend,
proportionally, 18% more on technology and 23% more on consulting/services
compared to companies at the experimental phase. Notably, mature programs focus
much less on influencer compensation, spending 45% less proportional to laggers.
Collectively illustrated by the 10 experts consulted for the paper, the six
industry trends that are shaping the practice of B2B influencer marketing are
the:
* Emergence of micro-influencers and their role vis-a-vis macro-influencers
* Necessity to lead with purpose over promotion
* Importance of expert voices and their relationship with brand voice
* Transition from campaign-driven activities to "always on" engagement
* Demolition of silos in favor of cross-functional collaboration
* Evolution of measurement from reach to outcomes
Each of the six trends are explained in The Rise of Influencer Marketing in B2B
Technology Organizations, which is available for free download
at www.traackr.com.
About Traackr
Traackr's SaaS platform powers leading influencer programs for B2B and B2C
global enterprises such as L'Oréal, The Coca Cola Company, Samsung, Microsoft,
Intel, SAP, Orange, USAA, Merck, Roche and Capital One. Traackr is an
international company with offices in San Francisco, Boston, New York, Paris and
London, conducting business in 11 languages and customers in 38 countries.
Contact:
Evy Wilkins
VP, Account Based Marketing
Traackr
415-994-0515
This announcement is distributed by Nasdaq Corporate Solutions on behalf of Nasdaq Corporate Solutions clients.
The issuer of this announcement warrants that they are solely responsible for the content, accuracy and originality of the information contained therein.
Source: Traackr via GlobeNewswire
Datum: 22.06.2017 - 15:00 Uhr
Sprache: Deutsch
News-ID 549385
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