Sales teams beware, TikTok influencers are coming for your commission
/📢 In my piece on The Currency I talk to the companies using influencers in their B2B sales strategies.
Highlights 👇
📈David Haigh, CEO of Brand Finance gives his take on how winning trust gains market share over your competitors.
💡Ryan Bares Influence Marketing Lead at IBM on how TikTok influencers work for them.
🎯Andrew Macadam former Global MD - Startups at Microsoft and Simon Hill, CEO at Wazoku on why partnering with Thought Leader Aidan McCullen and his podcast The Innovation Show made sense.
☑️Bernard Matthewman Founder of Inpact B2B, explains the two types of B2B influencers.
💵 Deirdre Sarsfield, VP of Demand Generation, Field and Channel Marketing at Progress, on winning a $1m contract through influencers.
🗣Tom Raftery, named Top 50 B2B Thought Leaders, Analysts & Influencers You Should Work With In 2024, on it becoming his full time profession.
💡31.3% of TikTok users are aged 40+. Here are three reasons why B2B brands are missing a trick by not being on TikTok for Business:
(1) 👴𝗨𝘀𝗲𝗿 𝗗𝗲𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰𝘀: avoid assumptions about who is using TikTok. 2024 Stats-->
𝐀𝐆𝐄: [<50yrs+ = 11%], [40-49yrs = 20.3%], [30-39yrs = 21.7%].
𝐔𝐒𝐀𝐆𝐄: UK + USA are major markets for Irish B2B brands, highest monthly global TikTok usage -> UK ranked 1st, USA ranked 2nd
(2) ⭐️ 𝗧𝗮𝗹𝗲𝗻𝘁 𝗔𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻: young talent (20-29yrs = 22.4%) don't get exposed to most B2B brands as they are not their target customer. To attract next gen talent, be where they are - that's TikTok.
(3) ⌛️ 𝐄𝐚𝐫𝐥𝐲 𝐌𝐨𝐯𝐞𝐫 𝐀𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞: lower competition on TikTok for B2B brands means lower CAC, access to underserved audiences and motivated TikTok account managers 😜. Don't be late to the party.
This article was published on The Currency News, a reputable online news publication focused on in-depth business, finance, economics, and public policy.
Sales teams beware, TikTok influencers are coming for your commission
B2B buyers are only spending 15 per cent of their buying time interacting with your sales teams, so who are the influencers holding court with your corporate customers?
According to new research from Forrester, the most important factor in whether companies will do business with you is trust: do they trust you? Unsurprisingly, the research also revealed that salespeople are the least trusted group by corporate customers. Trust is an interesting concept. The way David Haigh sees it, trust is achieved through emotional connections, not persuasion. “Trust, which is a combination of familiarity and relevance, explains over 80 per cent of the variance in market share versus competitors,” said Haigh, chief executive of Brand Finance, a regulated accountancy firm specialising in brand and intangible asset valuations. When an…continue reading on The Currency.
