Optimum Sales – Leaders, the influencers of B2B markets
The impact that influencers have had in consumer markets is a verifiable reality in the impact on brand sales. But can there be influencers in B2B markets? The answer is a resounding YES.
What is an influencer? A person who, through the influence exerted by their personal brand (various attributes of safety, trend, or fashion recognized by their followers), accelerates the purchase of a specific product. This influence is projected through different mass communication channels.
What is an influencer in B2B markets? A professional who, through their expert knowledge, is recognized as a reference person whose words must be listened to at all times because they surely provide some idea or vision that improves our professional activity. Therefore, the influencers in B2B markets are the corporate references.
Who can be a corporate reference? Those people in a company who have extensive and deep knowledge that they can share with the users of our products. If we look for them in functional positions, corporate references can be professionals from technical departments, marketing, sales, post-sales, production, design… As in all aspects of professional life, the most important thing is to have a proactive attitude in the continuous acquisition of more knowledge, in the synthesis of this knowledge, and in the way of sharing it.
How can a company build a team of corporate ambassadors?
- First of all, assuming that it is an activity that will yield effective results starting from the 6th month of activity.
- Secondly, by carefully selecting the potential profiles that will make up this team.
- Thirdly, training them to acquire skills in the effective production and dissemination of content.
- Fourthly, allowing spaces in their daily professional life that enable them to produce content.
- Fifthly, determining the process of action in audience interactions, based on the dissemination of content.
- In sixth place, allowing spaces in their daily professional life that enable them to produce content.
- In seventh place, establishing a content production plan in line with the corporate strategy of the elements and attributes that are to be enhanced. It is very important to point out that we should NOT turn the influencers into “advertisement” people; the production of their content is based on their knowledge.
- Eighthly, we must create a metrics and incentives program for the work of the team of representatives to achieve internal recognition for their efforts in commercial acceleration and corporate branding enhancement.
Turning members of your team into sector leaders, or in other words, into Key Opinion Leaders, positions your company at the top of your sector with a low level of investment.
Do you find it interesting?
