25 B2B Influencer Marketing Campaign & Engagement Ideas for 2020

B2B Influencer Marketing Campaign Ideas

B2B Influencer Marketing Campaign Ideas In the business world, you don’t have to look far to see
that the number of B2B companies engaged with influencer marketing
is growing. As more companies are moving beyond experimentation to
conducting pilots, sequential campaigns and always on programs,
there is an increasing desire to expand how brands engage with
business influencers. To help B2B marketers solve that problem, I’m
going to share a swipe file of sorts of different business
influencer campaigns and engagement opportunities. Implementing
just a few of these could help a company with a substantial amount
of influencer program activity. Of course just because you can,
doesn’t mean you should! As with all effective marketing, it’s
important to match up the campaign approach with the criteria for
your customers and how they want to engage with influencer/brand
content.  Check out the list below and hopefully some good ideas
will spark and ignite your 2020 B2B influencer marketing to new
levels. 25 B2B Influencer Marketing Campaign and Engagement Ideas
for 2020 1. Conduct a series of video interview with
– Pick a theme and topics you want your brand
to be influential about, then interview the top experts. The

Break Free B2B
interview series is a good example of that. The
great thing about video is that you can repurpose as a podcast or
even as text for social shares and quotes for related blog posts,
presentations, reports and newsletters. 2. Engage an
Influencer host on a brand podcast
@TamaraMcCleary does an
amazing job for the SAP Tech Unknown
, interviewing other influencers and executives from
SAP. 3. Invite Influencers to provide content for an
interactive content experience
– Of course we’ve been
specialized in this form of content collaboration for many years
and have numerous examples. The interactive content format is
engaging for your audience and also for contributing influencers
because it elevates their status and visibility. One of my favorite
examples of this is this
microsite featuring 10+ influencers
and a simulated voice
assistant named Penny, who helps you navigate the world of finance,
machine learning and AI. 4. Publish a list of top
influencers in each industry vertical where you operate

Many companies want to begin developing an influencer program but
have no meaningful connections with influencers yet. One of many
ways to get on influencers’ radar is to publish a qualitative list
of who is leading the field. Then reach out to share the honor
followed by an invitation to collaborate. Go beyond one-off lists
and make it an annual event like the list we’ve been publishing
each year for the past 10 years of
women who rock on digital marketing
. 5. Add influencer
reactions and expertise to a research report
– When IT
Service Management leader, Cherwell Software released their
research report on Work Process Integration and Digital
Transformation, they engaged a group of relevant influencers
including Dr. Sally Eaves, Tim Crawford and Ray Wang to share their
. 6. Enlist influencers as judges in a
– This is exactly what Alcatel Lucent Enterprise
did with their IT Vanguard
. Industry influencers were invited to review nominations
for IT network and communications professionals. The program
created great exposure for the winners, the judges and for ALE,
resulting in
multiple six figure leads
. 7. Engage influencers to
interview brand executives either online or in real-time at a
– The influencer marketing team at SAP engaged
multiple influencers to interview SAP executives during the
SAPPHIRE conference, an ideal time to connect industry pros with
in-house thought leadership like this interview I did with Oliver
, General Manager, Innovative Business Solutions at SAP, on
innovation. 8. Invite influencers to an event at brand HQ:
tours, executive meet and greets, education, social content
– Adobe does a great job with this kind of B2B
influencer activation and hosted 18 industry marketing, design,
tech and business influencers to San Jose for a deep dive into
topics like CDP, CXM and of course, Adobe’s solutions. The bonus
was a fun visit to the company store for Adobe swag.  Here’s a
fun video
from Ross Quintana
documenting the experience. 9.
Invite influencers to write a series of articles published on the
brand site
– Brands that answer buyer questions provide a
valuable service. Inviting 3rd party experts to answer those
questions through useful content is even more valuable. Keep in
mind, in most cases a commitment to writing on a regular basis is a
paid engagement with the contributing influencers. 10.
Engage influencers to keynote or workshop at your brand’s user
– Another common form of paid influencer
engagement is as a featured speaker at a company event. These
engagements can elevate the performance of an event when a talented
performer that also has deep industry expertise can inspire the
audience. 11. Partner influencers with your customers to
interview each other for a web video series
– Customer
trust in brands is not high but trust in peers and experts is.
Creating conversation opportunities between credible industry
experts and your clients can inspire truly meaningful dialog that
resonates with potential customers. 12. Invite influencers
to an event to livestream and document their experience

I have been invited by multiple B2B companies to attend events and
share my impressions using whatever media I was comfortable with
including Adobe, SAP, IBM, and Oracle. A small number of
influencers experiencing a brand event can have a big impact. At
SAP’s annual conference,
15 influencers drove 25% of all social media impressions
B2B Marketing Influencers13. Invite influencers along with clients and
prospects to VIP dinners where your brand presents, sponsors or
attends industry events
– This is one of my favorite
things about attending industry conferences: connecting our clients
with top industry influencers. There’s no selling, just an
experience and connection that everyone involved remembers – and
that top of mind effect is priceless. 14. Create an ebook
featuring brand thought leadership accentuated by relevant industry
influencer insights
– Oracle Dyn created the Cybersecurity
Intelligence Report
featuring a combination of respected
influencers and practitioners as well as an Oracle executive,
building credibility by association. 15. Run a webinar or
series of webinars featuring an influencer as host or guest and a
brand executive
– Featuring an industry expert in a
webinar is a fairly common influencer activation and the reason is,
it works! So why not create a series of webinars to build audience,
momentum and a body of content that can be repurposed? 16.
Engage influencers to contribute expertise to content that advances
a key brand theme
– It sounds pretty basic, but I can’t
tell you how many B2B brands produce content without any 3rd party
credibility. Adobe engaged multiple influencers to provide insights
around customer
experience management
in this interactive infographic in
support of the Adobe Summit conference. 17. Feature quotes
from a group of influencers for a roundup blog post or landing
– Dell Outlet Small Business added commentary from
multiple small business influencers about the value of refurbished
on this landing page
to drive awareness and engagement.
18. Curate quotes from influencer contributions and
repurpose them as social shares throughout the year

Modular content means planning repurposing by using templates with
influencer interviews and content capture. This makes it easier to
create a library of influencer quotes organized by topic for social
shares, use in contributed articles, newsletters, blog posts and
presentations. Not only does reposting influencer quotes add
credibility to brand content, but they also give the influencer
ongoing exposure, which they will appreciate. 19. Engage
influencers with a blog network, or podcast network to come up with
a creative campaign for your brand
– The notion of
“creator” is most often associated with B2C influencers. But more
B2B influencers are adapting and acquiring media creation savvy.
Better yet is when influence creators and media publishers bundle
themselves together. 20. Invite influencers to an executive
meeting or retreat to discuss topics of mutual interest, then
publish a summary
– Guided discussions amongst industry
experts and internal subject matter experts can generate a goldmine
of ideas. The Digital Marketing Institute has formed the
Global Industry Advisory Champions
with representatives from
major brands Google, Facebook, IBM, CocaCola, The Economist,
LinkedIn and even TopRank Marketing 🙂 to share insights around the
state of digital marketing and education. Summaries of
conversations are released along with industry research.
21. Engage an influencer to be an Emcee or digital
correspondent during a brand conference
– A few people I
know do this really well. First, Jay Baer and Katie Martell are
excellent emcees and influential in their unique ways. Sarah Evans
is an amazing digital
that can cover a conference with interviews and
commentary to really level up the brand. 22. Make your
influencer community available to a publication
– 12
influencers including Dion Hinchliffe, Tamara McCleary, and Ronald
Van Loon were interviewed by The New Economy publication during the
SAPPHIRE conference for this video focused on a key topic of
interest to SAP: The
Experience Economy
. 23. Create a series of blog posts
featuring author influencers and their books
 – The team
at LinkedIn Marketing Solutions has published a series of posts
top marketing authors
that have been well received by their
readers and inspiring for authors to share. Even better, is when
authors recommend other authors to be featured. 24. Have a
tech influencer do an “unboxing video” of a server or other
hardware from your tech brand
– Many B2C influencer
tactics could be cleverly applied to B2B products. Go ahead and
search for “server unboxing” on YouTube and you may be surprised at
how many there are. Maybe a “haul” video from an office supply
store isn’t such a bad idea? 25. Publish a list of the most
influential speakers at conferences relevant to your
– Of course this is something we’ve been doing
here on our blog for several years including
Content Marketing Influencers / Speakers
B2B Marketing Influencers / Speakers
. Publishing influencer
lists before the conference can open up conversations while
attending the event and complement other outreach afterwards.
BONUS! (Thanks to Debbie Friez @dfriez and Jack Fitzpatrick
@fitzJackrick from
our Influencer Marketing team)
26. Invite
influencers to do software walkthroughs
and post them to
IGTV, Facebook, and YouTube. They could could also be live-streamed
on platforms like Twitch. 27. Host a networking happy hour
with influencers
and your key customer contacts during a
conference or in your city. 28. Co-create a series of
podcasts on the influencers channels
that include
supporting content like blogs, twitter chats/polls and
cross-channel amplification. 29. Create an ask-the-expert
video series
on your brand YouTube channel where
influencers join a brand co-host to answer top questions. While
there’s a variety of solid and actionable ideas in this list, it’s
really important to lay the
groundwork and strategy
for an influencer marketing program in
terms of understanding what kind of influencers and topics make the
most sense for your brand and customers. Influencers are not magic,
but when you develop strong relationships with a relevant group of
influencers, the impact on your marketing
across the customer lifecycle
can seem magical. If you would
like to learn more about influencer marketing for B2B, see these
and be sure to check out the following list of
upcoming conferences where I will be sharing strategies, best
practices and case studies featuring B2B brands of all sizes:
February 24-25, 2020 – B2BMX – Scottsdale, AZ
How to Optimize ABM Results with Influencer
March 19, 2020 – Convergence Summit
Minneapolis, MN In Search of Trust: How Authentic Content
Drives Customer Experience
March 24, 2020 –
– Miami, FL B2B Influencer Marketing
April 20-22, 2020 –
Content Tech
– San Diego, CA How to Optimize Content
Performance with Influence
April 22-23, 2020 – Content Marketing
– Boston, MA Be Best Answer for Your
Customers with SEO and Influence
May 27 -28, 2020 –

B2B Ignite USA
– Chicago, IL In Marketing We Trust: How
to Build Influence with the C-Suite and on the Street
hope to see you there!

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25 B2B Influencer Marketing Campaign & Engagement Ideas for
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25 B2B Influencer Marketing Campaign & Engagement Ideas for 2020