Want Success in Influencer Marketing - Try This

This article explains how current B2B marketing efforts should be injected with Influencer Marketing and the article offers insight into how to make it happen!

We hear about YouTube stars selling lipstick, but is this relevant for selling an accounting system, or a marketing system or computer discs for example? How do we get from selling lipstick to selling accounting software?


Many companies struggle with top of the funnel (ToFu) activity. How do you get new people to look at your products and services? We know that 97% of people at any one time are not looking for what you sell, so how do we create desire?

Traditionally we have used advertising, email marketing, cold calling and other forms of “interrupt” marketing. Five years ago this worked well but in 2020?


When I speak at conferences, before I present I always get the audience to stand up and then I ask them to sit down if they can remember an advert from the last 24 hours, of course, nobody sits down. It’s estimated that in the western world we have over 1,000 messages bombarding us every day, and what do we do? We ignore them, we filter then out, we use legislation like GDPR and CPAA to get rid of them, or we use technology to filter them out. For example, the new iOS13 functionality that sends all cold callers to voice mail, so you never have to take a cold call again.


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By Timothy Hughes

CEO and Co-Founder at DLA Ignite. Author of the books “Social Selling - Techniques to Influence Buyers and Changemakers” and “Smarketing - How to Achieve Competitive Advantage through Blended Sales and Marketing”

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