Boost online presence and drive results with search advertising

Drive awareness and conversions through social media advertising

Paid Social

Leverage advanced targeting capabilities across smart devices

Increase your brand visibility across top retailers

Retail Media

Maximize visibility and audience engagement through organic search

Target audiences with precision and efficiency across display networks

Programmatic Display

Media

Define and elevate your brand identity, voice and design

Brand Strategy

Futureproof your brand by resonating with diverse audiences

Multicultural Marketing

Marketing strategies based on your audience's behavior to maximize return

Integrated Marketing Planning

Strategy

Derive insights into channels driving the most significant impact

Media Mix Modeling

Understand customers' brand perception and purchasing decisions

Brand Awareness & Preference

Understand customer needs, preferences and behaviors to meet demands

Market Research

Collect, process and store data to inform impactful business decisions

Data Management

Business Intelligence

Bring big ideas to life through strategy, imagination and ingenuity

Creative Concepting

Inspiring design work to help your brand grow

Design

Video content that rivets audiences and compels them to act

Video Production

Creative

Influence, engage and build relationships to influence perception

Public Relations

Partner with personalities who have visibility and trust in your space

Influencer Marketing

Share relevant and valuable content for real time audience engagement 

Social Media Marketing

Create engaging and memorable event experiences

Event Marketing

Communications

Create meaningful and valuable content geared toward target audiences

Content Strategy

Build a reliable flow of content that is relevant for your audience

Content Production

Content Marketing

Maximize your marketing automation platform capabilities

CRM Management

Drive engagement and nurture sales leads through email marketing

Email Marketing

CRM Marketing Automation

Find the technology and database solutions that meet your needs

Web & Mobile Development

Make your site useful, usable, and appealing to your audience

User Experience Design

Bring products to life in ways you never thought possible

Augmented Reality Development

Web UX & Development

What We Do

Marketing Intelligence

Building & Renovation

Solutions

About Us

Our Work

Perspectives

Careers

Active Nav

Gain valuable insights from Lindsay Motta, Senior Manager of Communications with over 12 years of experience in social media and influencer marketing.

Perspectives from Lindsay Motta | Brunner

Senior Manager, Communications

Lindsay  Motta

Hear from Senior Specialist in Communications, Kimberly Watterson, who has more than six years of experience in social media and influencer campaigns.

Perspectives from Kimberly Watterson | Brunner

Senior Specialist, Communications

Kimberly Watterson

BlogArticle

When you think of influencer marketing, you probably picture trendy teens on social media showing off their latest fashion finds, beauty products, or tech gadgets. But the power of influencer partnerships isn’t just for B2C companies looking to connect with customers. B2B companies in all types of industries can team up with influencers to boost their growth and drive impactful results.&nbsp;Influencers can help B2B brands by providing a unique point of view that resonates with target audiences — and builds both brand awareness and credibility. According to a recent Forbes article “Businesses must uphold the importance of influencer marketing in B2B. They must embrace this marketing tactic to increase their brand’s visibility, reputation and sales since consumers highly trust influencers.” (<a href="https://www.forbes.com/sites/forbestechcouncil/2023/04/17/the-need-to-leverage-influencer-marketing-in-b2b/?sh=69368c5b40f8" rel="noopener noreferrer" target="_blank">forbes.com, April 2023</a>).&nbsp;<h2>How Can B2B Brands Benefit from Influencers?</h2>B2C brands often team up with influencers to drive awareness or sales. Using this same strategy, B2B companies can reach decision-makers or thought leaders in their industry. Having a well-known and trusted influencer who is a professional in their specific niche gives B2B brands the opportunity to build a professional relationship with customers and establish credibility, while also growing their business.&nbsp;The Brunner team used this approach with a B2B client in the hot water heater industry. We collaborated with four influencers who are well-known among professional contractors and plumbers. These B2B influencers created a series of videos debunking some common misconceptions about tankless hot water heaters. All in all, they produced 70 assets that the client now owns or licenses for paid, owned, and earned media.&nbsp;This content not only spread our client’s key messages but also drove impressive results.&nbsp;Over one year, content from the four influencers racked up:&nbsp;&nbsp;<ul><li>1.7M impressions&nbsp;&nbsp;</li><li>1M video views; $0.18 cost per view&nbsp;&nbsp;</li></ul><h2>Keys to Success for B2B Influencer Marketing</h2>By including influencer voices in their marketing plan, B2B companies can amplify their brand’s reach and establish credibility in a world where trust is key with customers. Here are the most important steps to follow for making influencers part of your company’s marketing mix.&nbsp;<ul><li>Set clear campaign goals and objectives: The goals set at the outset of a campaign will determine how you navigate the messaging, channel mix, product priorities, and influencers you select. By setting clear goals and KPIs, you can track the campaign’s effectiveness and optimize as needed.&nbsp;</li><li>Choose the right B2B influencers: Research influencers who have a sizable following and influence within your industry, are passionate about what they do, and have a track record of producing high-quality, engaging content.&nbsp;</li><li>Create mutually beneficial partnerships: While there is a transactional component to an influencer partnership, the value should extend beyond the compensation and deliverables. It’s important to work together to create content that is authentic and engaging. This could mean extending an invitation to the influencer to visit your headquarters and meet your team. Another option is having your team on-site during a video shoot to see how your influencer creates engaging and authentic content.&nbsp;However you choose to engage with your influencers, it’s vital to build a strong relationship that benefits them, as well as your brand, to ensure long-term success.&nbsp;&nbsp;</li></ul>By leveraging real people to help tell your brand’s story, you’ll be able to elevate your content in an engaging and authentic way that drives impactful results.&nbsp;<h2>Getting Started with B2B Influencer Marketing</h2>By leveraging influencers as real people who can help tell your brand’s story, you’ll be able to elevate your content in an engaging and authentic way that drives impactful results.&nbsp;&nbsp;If you’re ready to explore influencer marketing for your B2B company, please get in touch. We’d love to chat!&nbsp;

Brunner supports B2B brands with influencer marketing to boost their growth and drive impactful results. Read on to see what B2B influencers can do for your brand.

Having Trouble Telling Your B2B Brand Story? Influencers Can Help

Having Trouble Telling Your B2B Brand Story? Influencers Can Help

Share to

Good people doing great work for our clients.