#HOW MUCH CAN YOU MAKE WITH GOMEZ PEER ONE FREE#
One tactic that B2B companies can employ is offering their solution at a lower cost or free of charge to an industry influencer with a genuine need for it, in exchange for referrals to their client base.Īnother strategy that Williams recommended is advocacy marketing - cultivating loyal brand advocates from your current crop of customers. Once that happens, however, that peer validation can lead directly to revenue through referrals, references and cross-sell/upsell opportunities, he added. “It's not ‘one and done.’ You may not need to pay them anything at all, but it will take a significant investment of time, energy and perhaps your own influence to get their attention and promote your brand.” “B2B influencers need to be nurtured and engaged over a long period of time,” Williams said. Just like how the purchase process is much longer and more complex in the B2B arena, finding and leveraging influencers is much more involved- but the payoff is potentially much larger, too. Almost half of respondents (49%) listed their peers and colleagues as a top source of information, rising significantly from 20% in 2015. Williams is correct: In Demand Gen Report’s 2016 B2B Buyer’s Survey Report, respondents pointed to their “peers/colleagues” as the third most important resource that informed them about their purchase, behind web search and vendor websites. “Every industry has its influencers, whether it's analysts, social media personalities, columnists or other experts, and every person is influenced by their peers,” he pointed out. So does that mean B2B marketers should just forget about influencer campaigns? Not at all, Williams said.
They often have a side gig, a full-time role at another company, their own business, or freelance work from which they derive much of their influence.” And lastly, the majority of B2B influencers are not full-time influencers. It's not lipstick or protein powder or clothing. He continued, “Next, most B2B companies don't have products that you can just ‘feature’ or ‘try’ for a short period of time. Both the influencers and their audiences are more discerning about which brands they work with, what they say about them, and why.” “First, influencers are fewer and farther between in B2B, and audiences have less attention to give. “Most B2B influencers and their audiences cannot be bought in the B2C sense, for a few reasons,” said Jim Williams, VP of Marketing at advocate marketing platform Influitive. Interestingly enough, this is where B2B marketers may have an advantage: The concept of “pay-to-play” social media posts just won’t fly in the B2B arena. Coca-Cola likely has a pretty good idea if the post paid off, but many marketers who leverage influencers don’t - one reason why these types of campaigns remain a murky and often irritating strategy for B2C marketers. That’s a big chunk of change, but it’s hard to know if Coca-Cola saw any ROI without knowing how much the company paid Gomez to participate in the campaign.