Influencer Marketing Trends Insights For CMOs with Gordon Glenister | Partnership Unpacked

73% of B2B marketers cite an increased interest in influencer marketing this year. And that’s good, because it’s been shown conclusively that buyers are eager to make purchases based on the recommendations of influencers and content creators.

And yet, there’s still a tremendous amount of confusion and trepidation when it comes to influencer marketing. Is it just for B2C brands? Is Instagram losing it’s luster? Should B2B brands be focusing on TikTok?

That’s what we’re covering in today’s episode of Partnership Unpacked.

Now, I mentioned at the outset how much more marketers, even B2B marketers, are investing into influencer marketing this year. One of the big challenges though is that the vast majority of the information online today is geared toward B2C influencers. Celebrities and other social media influencers who have amassed large followings and are able to make purchase recommendations from their platform.

B2B CEOs and CMOs, like many of you, are often left wondering who they’re supposed to work with when it comes to influencers. What kind of content should we be creating? And which channels should we really focus on?

That’s what Gordon Glenister is here to help us with.

As a podcast host, consultant, and author of the best selling book, “Influencer Marketing Strategy: How to Create Successful Influencer Marketing,” Gordon is a global influencer marketing expert. He recently partnered with Ryan Hilliard of HypeAuditer to put together the State of Influencer Marketing 2023 report, packed with trends and data that we want to UNpack.

Partnership Unpacked host Mike Allton talked to Gordon Glenister about:

♉️ Is Instagram still the preferred platform for using influencers to impact buying decisions?

♉️ Do we have to focus on influencers with the largest followings?

♉️ How should B2B brands approach influencer marketing today?

Learn more about Gordon Glenister

Resources & Brands mentioned in this episode