Influencer marketing: It’s not just for B2C companies. B2B companies can also benefit from it. B2B influencer marketing works in a similar way to B2C influencer marketing. The big difference is the target audience. Many influencer marketing campaigns target consumers. In the case of B2B influencer marketing, the main audience is other businesses. Wondering how to leverage B2B influencer marketing? Let’s start by identifying some of today’s top B2B influencers.
Top B2B Influencers
Tim Hughes has 191,000 followers on Twitter. He’s one of the founders of Digital Leadership Associates and a pioneer of social selling, or the process of building relationships with sales. He’s also one of the top B2B influencers. His Twitter feed is full of links to business and social media articles, posts about the music he’s currently listening to and marketing tips.
Jeremy Waite used to work with Salesforce, but now he’s an evangelist with IBM for Watson Marketing. As one of the top B2B influencers, he has nearly 12,000 LinkedIn followers who enjoy his posts about B2B marketing and automation. He’s also on Twitter, where he has 95,000 followers.
Bryan Kramer has more than 200,000 Twitter followers and was named the Zen Master of Marketing by Forbes. Thus, hes one of the top B2B influencers. He’s the founder of PureMatter and the author of books that include “There Is No B2B or B2C: It’s Human to Human #H2H” and “Shareology: How Sharing is Powering the Human Economy.” His Twitter feed is full of advice for businesses of all sizes.
As one of the top B2B influencers of today, Ann Handley’s mission in life is to keep mediocrity out of content marketing. She’s the author of “Everybody Writes” and in charge of content at MarketingProfs. On Twitter, she has 402,000 followers. Her Tweets typically focus on marketing and writing tips.
Based in Australia, Jaci Burns is the managing director and CMO for Marketing Expertise. She also runs the company’s Twitter feed, which has 17,600 followers. As a top B2B influencer, her tweets range from business tips to freelance tips and from content marketing advice to news updates.
Self-described “digital marketing and social selling rockstar,” Zoe Sands was named one of LinkedIn’s Top Voices for 2016. She has more than 29,000 followers on the networking site and slightly more than 3,200 followers on Twitter. As one of the top B2B influencers, her posts focus on simple and easy to understand business advice for the digital era.
Over on Twitter, Rachel Miller has 54,700 followers. She used to work with Pure Matter but recently got a job with Catalyst Marketing Company. As one of the top B2B influencers, her Twitter feed is full of tweets offering business tips and advice.
Barb Giamanco was named a top 50 sales influencer in 2015 by Top Sales World. She is the founder and CEO of Social Centered Selling and has an audience of 13,200 followers on Twitter, where she tweets sales advice and B2B tips. She’s certainly one of the top B2B influencers on the market today.
Lauren Goldstein describes herself as being passionate about B2B marketing. Considered a B2B micro-influencer, she has 5,337 Twitter followers who engage with her tweets about marketing and about tweets about upcoming events and webinars.
The founder of TalentCulture, Meghan M. Biro’s Twitter follower count is 138,000. She’s a prolific tweeter and tweets many times a day on a variety of business and B2B topics. As one of the top B2B influencers, she’s made it to the list of the 100 business influencers on Twitter and has also been named one of the top social media influencers in 2015 by Forbes.
With 31,8000 Twitter followers, Margaret Molloy has been named one of the top five CMOs on the site by Forbes. Although the B2B influencer regularly tweets about marketing, especially in the B2B sphere, one of her biggest social media claims to fame might be creating the hashtag #wearingirish to promote clothing made in the country.
Michael Brenner is the CEO of Marketing Insider Group and a top B2B influencer. He’s also got 87,500 followers on Twitter. His tweets include content marketing tips and retweets from other top B2B influencers (like Ann Handley and Meghan Biro).
With more than half a million followers, Ted Rubin is the most-followed CMO and B2B influencer on Twitter. His tweets go beyond offering basic business advice. He also offers life advice, such as sharing his rule for tipping Lyft drivers.
The senior marketing director at Adobe, John Watton has made Klout’s list of top 50 UK influencers. Thus, he’s on our list of the top B2B influencers. Leaning toward a B2B micro-influencer, He has 12,000 Twitter followers, who get access to the advice articles he tweets about, as well as a behind the scenes look at Adobe.
Andy Crestodina is a B2B influencer who co-founded Orbit Media and wrote the book “Content Chemistry.” On Twitter, he has 22,700 followers. His tweets include how-to guides as well as fun stats and tips on writing.
Carlos Hidalgo is the founder and CEO of VisumCX. He also co-founded and used to serve as the CEO for ANNUITAS. He’s a B2B influencer 16,000 followers on Twitter. His tweets run the gamut from posts on basketball championships to posts on customer experience.
The founder of WordStream and top B2B influencer, Larry Kim has 787,000 followers on Twitter. That shouldn’t be much of a surprise, given that his feed is full of funny memes, charts and graphs, and otherwise engaging imagery.
B2B influencer Christopher Penn wrote the book on innovation, literally. He wrote “Leading Innovation.” He’s also the VP of Marketing Technology at Shift Communications and a keynote speaker. He has 96,600 Twitter followers, where he tweets about social media, marketing and using influencers.
Samantha Stone founded and is the CMO of the Marketing Advisory Network. The B2B micro-influencer also wrote the book “Unleash Possible,” and has been described as a B2B marketing junkie. To her 6,716 followers, she tweets about data driven marketing, sales metrics and buyer insights.
Katie Martell’s mission is clear: she wants to help B2B companies understand their buyers better. She co-founded a SaaS customer intelligence company, Cintell, and also has her own marketing and business newsletter. On Twitter, the B2B micro-influencer has just under 7,000 followers and regularly tweets about sales and marketing.
Steve Garfield is a video blogging pioneer and the founder of Boston Media Makers. The B2b influencer also owns a small brewery in Mass., Lord Hobo Brewing. Garfield has more than 35,000 followers on Twitter, where he posts about a wide range of subjects, from beer to social media.
B2B influencer Dion Hinchcliffe wears a lot of hats: he’s a blogger, author, analyst and keynote speaker, among many other things. He has 43,000 Twitter followers and regularly tweets about the potential of future technologies.
The founder of the Content Marketing Institute (CMI), Joe Pulizzi is a top B2B influencer with 125,000 Twitter followers. As you might expect, many of his tweets are about projects or content from the CMI, although he does through in the occasional tweet from another authority from time to time.
Jeff Zelaya has just under 12,000 followers on Twitter. He’s the founder of Triblio, an account-based marketing software that was named a “marketing automation software to watch” in 2015 by “CIO” magazine. The top B2B influencer’s Twitter feed is full of re-tweets that link to information articles as well as original tweets from him about automation and marketing.
With 26,400 followers and a reputation as a top B2B influencer, Oli Gardner is the co-founder of Unbounce and self-described marketing and conversion optimization expert. His tweets range from the personal (like announcing his engagement) to the professional (like promoting his company’s newest products and articles written by others).