B2B Marketing Blog | Webbiquity

The B2B Marketing Blog

B2B vs. B2C Influencer Marketing: Platforms, Practices, and Packaging

by

James Creech has a unique perspective on influencer marketing. As co-founder and CEO of Paladin, he oversees the B2B marketing of a B2C influencer marketing tool.

What’s more, as host of the long-running All Things Video podcast, he’s an influencer himself. So who better talk to about the similarities and differences between B2C and B2B influencer marketing?

B2C versus B2B influencer marketing with James CreechRecently, James did a founder’s interview here, telling the story of Paladin. We extended that interview with three questions that take a deeper dive into influencer marketing platforms as well as the similarities and differences between influencer marketing in the consumer and business worlds.

Here’s the rest of that conversation.

[Read more…]

How Social Media and Influencers Have Radically Changed B2B Marketing

by

Social media and influencer marketing have each significantly impacted the work of B2B marketers. But the two combined have changed B2B marketing in profound, evolving, and still not completely understood ways.

It’s a fascinating story, and to even try to fully grasp it, one must do what the King advised the White Rabbit to do in Alice in Wonderland: “Begin at the beginning.”

Prologue: The Reign of Print

Freedom of the press was mostly theory before the InternetFor five and a half centuries, right through most of the 1990s, the quote in the image at right rang true.

In the B2B marketing world of the late 20th century, it was possible for independent industry experts, forward-thinking executives, and even marketers with an interesting point of view (those we’d collectively call “influencers” today) to get published in business and industry trade magazines.

But print space was an expensive and finite resource. A few journalists, analysts, and business-book authors in any industry segment stood out. They were invited to write about trends and speak at industry trade shows.

Still, the large majority of potentially interesting voices went unheard, or were rarely heard from. They had no platform. They didn’t own printing presses.
[Read more…]

Will Clubhouse be the Next Apple?

by

Real-time conversation app Clubhouse has had an incredibly fast start. There are reasons to question its long-term staying power. But as the example of Apple shows, there are also reason to question those reasons.

Clubhouse app iPhone screen

For anyone not aware of the social conversation’s app brief but remarkable history to date, Clubhouse was launched in April 2020 on the iPhone only. It’s marketing has been helped along by creating the lure of exclusivity (one cannot simply sign up; you have to be invited by a current user) and people like Elon Musk and Bill Gates popping up in Clubhouse rooms.

As of late March 2020, the iPhone app had been downloaded more than three million times. An Android version is in the works.

For content creators, Clubhouse provides a forum where you can set up a “room,” invite people (and other Clubhouse users can decide to join in), and have a conversation. Audience members can “raise their hands” to be invited to speak.

[Read more…]

Recent Posts

Categories