Influencer marketing is one of the hottest marketing tools of the 2020s. According to Statista, almost 68% of U.S. companies larger than 100 employees are using influencers to market their offerings.
However, most people associate influencer marketing with B2C industries like fashion, home goods, or health and wellness. Which may leave you wondering: What can a B2B company do with it? How do we translate what works for B2C and make it work in B2B?
What is influencer marketing?
Komal Parikh understands influencer marketing for B2B companies. As a digital strategy leader for Weber Shandwick in Dallas, Parikh has helped dozens of enterprise and B2B organizations harness the potential of influencer marketing.
Influencer marketing, she explains, is widely recognized to have begun in the 1920s with iconic style icon Coco Chanel (2:38). People loved Chanel’s style so much they started mimicking her outfits. Fast forward to the latter part of the 20thcentury when we saw celebrities like Michael …