SAN FRANCISCO, CA / ACCESSWIRE / May 15, 2024 / You may be surprised to know that the largest influencers aren't on TikTok, YouTube, or Instagram... They are on LinkedIn, where Josh Norris and his team have been transforming B2B marketing. Josh Norris, CEO of Josh Norris Consulting and a veteran with over 14 years in the tech industry, is known for his expertise in revenue tech, sales, marketing, and customer success. Having collaborated with industry giants like Apollo.io, Lavender.ai, and Sendoso, Norris is poised to blend these experiences to revolutionize B2B sales and marketing.
The Emergence of Influencer Marketing in B2B
"Traditional sales and marketing strategies are in decline. However, we're seeing a surge in success from influencer marketing in the B2B sector, a strategy long prevalent in consumer markets," Norris stated. He pointed out that this approach has begun to catch traction within B2B, amplified by its proven success on platforms such as LinkedIn, Instagram, and TikTok.
And this is just the beginning, according to Norris. "Goldman Sachs estimates that the influencer marketing economy will nearly double to $480 billion by 2027. I predict B2B will capture a growing share of this expansion." He explains that influencer marketing serves many purposes for businesses: educating your market, generating qualified pipeline, helping close deals, and strengthening customer relationships.
Norris stresses that the core of influencer marketing is trust, which is vital for its success in the B2B realm. "Buyers are using trusted influencers as a filter to cut through the noise in the market and learn about quality products. That's why influencer marketing is on the rise." He shares his unique approach for fostering this trust:
Precisely Planning Each Partnership: "Influencer marketing programs only work when executed in concert with full media plans," warns Norris, "otherwise they fizzle out. You need a 12-month strategy to win." He starts with knowing his target audience, media channels, messaging, content schedule, and measurable key performance indicators (KPIs).
Engagement with Subject Matter Experts: He advises partnering with influencers who use the products they endorse and are experts in their respective fields. "When influencers promote products that they don't use, both brands suffer," he explains. "Don't just choose people with follower count. Select subject matter experts carefully, and then orchestrate them to tell the story across time."
Balance Brand Guidance with Creative Freedom: He emphasizes the importance of giving influencers the autonomy to craft their own narratives. "People are attracted to influencers who tell the story their way," Norris asserts. However, he also points out that clear brand guidance gives influencers structure, setting them and the brands up for success.
Upholding Transparency and Authenticity: Norris artfully designs transparency and authenticity into his programs, building a storyline where the influencer is proud to represent the brand. "Transparency upholds the integrity of the influencer and enhances the trustworthiness of the brand they represent," he says. "Buyers respect influencers openly supporting products that they believe in. There's nothing to hide."
Proven Success in Authentic Influencer Collaborations
Norris and his influencer partners have already driven over 23 million impressions, and all he sees is more opportunity. "I'd like to get us to 500 million impressions just on LinkedIn in the next 12 months, and it's going to happen because of the incredibly innovative partners and influencers that are partnering in a way the platform has never seen before."
For additional details on Josh Norris's consulting services or to get in touch, visit his LinkedIn profile.
Contact Information:
Josh Norris
CEO, Josh Norris Consulting
Email: [email protected]
Phone: +1 (415) 319-5173
Website: (8) Experience | Josh Norris | LinkedIn
SOURCE: Josh Norris Consulting