Influencer50 will shortly be conducting a survey of Heads of Marketing at B2B organizations in the U.S. If you’d like to take the survey please let us know. We’ll be publishing the results in late-Jan or early-Feb’15.
There are just five questions.
1. What pain-point incentivised you to commission an Influencer Marketing program?
– Disappointing closure-rate on sales
– Lack of knowledge in new market
– Unfocused marketing spend / allocation
– Need to prove sales / marketing alignment
– Acknowledgement that “we can always do better”
2. What were the core skills you wanted from your choice of Influencer Marketing partner?
– Experience working with similar peer companies
– Greater understanding of B2B decision-making
– Social media expertise
– Already integrated into our Marketing Dept.
3. At the outset of the program what was the single most important outcome you hoped to achieve?
– Understanding the degree to which our prospects are influenced by online / offline / social channels.
– Broadening the reach of our social media outreach.
– Understanding the identities of our prospects’ top influencers.
– A better understanding about how our prospects make their purchasing decisions.
– Near-term conversion of these influencers into sales opportunities
4. Having seen the results, what was the greatest surprise in your eventual findings?
– We already knew most of the influencers.
– The key individual influencers weren’t who we expected them to be.
– There are many more influencers impacting our prospects than expected.
– The balance between offline / online / social influencers was not as expected.
– Those influencers identified have increased our confusion.
5. In hindsight, where do you believe you were previously wasting most budget / effort beforehand, if at all?
– We were reaching out to the wrong people.
– We were reaching out to too many people.
– Our outreach just wasn’t reaching enough people. It’s a numbers game.
– We had no data to justify who we were contacting.
– We were not focusing enough on social media outreach to reach them.
– We were focusing too much on social media outreach to reach them.
– There was no waste. We weren’t previously investing in influencer outreach.