B2B Influencer Marketing: 4 Strategies that Move the Needle

Influencer marketing has been around long enough to generate great case studies—and skepticism. That’s especially true for B2B marketers. An Instagram model gushing over a new fashion product seems infinitely remote from strategies they might deploy.

Still, about 65% of brands planned to increase their investment in influencer marketing in 2018, which puts the strategy on track to top $10 billion by 2020. Yet, according to another study, only 11% of B2B companies have ongoing influencer marketing programs, compared to 48% of B2C brands.

B2B brands shouldn’t feel left out, even if they lag behind. Professional communities on social media are strong. We’ve all given and received one-off recommendations in Slack groups or via email. Those under-the-radar endorsements can influence purchasing decisions for cloud-based CRMs as much as cleansing teas.

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Have you ever gotten a bill that—inexplicably—is two or three times more than usual? What was your reaction? Probably something like this:

[A SaaS vendor] pulled a massive price increase on us (over 300%!) and that was it. I don’t care how much I like their product, I’m gone. We use Drift now.

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Psychology of crowdfunding

Crowdfunding is painful.

With standard conversions, people receive value immediately. They buy your product. Then they receive your product. Done and done.

That’s not crowdfunding. With crowdfunding, the end product doesn’t even exist. You need to convince people to give you money for something that they won’t receive for months (and possibly longer).

Sure, you can use perks and rewards to entice people. But the majority of donations come from people’s generosity. How to get more funding? What are crowdfunding best practices?

I scoured the academic research on crowdfunding, philanthropy, and helping behavior to understand when and why people donate money (and how you can use those principles for a successful crowdfunding campaign).

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How do CRO professionals run experiments in 2019? We analyzed 28,304 experiments, picked randomly from our Convert.com customers.

This post shares some of our top observations and a few takeaways about:

  • When CROs choose to stop tests; 
  • Which types of experiments are most popular;
  • How often personalization is part of the experimentation process;
  • How many goals CROs set for an experiment;
  • How costly “learning” from failed experiments can get.

Let’s begin.

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