Inside Influence 13: Tim Williams from Onalytica on Optimizing B2B Influencer Experiences

In this final 13th episode of Inside Influence where I talk with B2B marketing insiders about what’s working and what’s not in the world of influencer marketing, our perspective has shifted from B2B brands to the influencers themselves.

At TopRank Marketing, we conducted the first in-depth research into B2B influencer marketing which inspired this series and Onalytica recently conducted the first research study of B2B influencers to better understand influencer marketing from their perspective.

Any B2B marketer that wants a complete picture for success with B2B influencer marketing going into 2021 and beyond will benefit greatly from both reports:

The Current State & Future of B2B Influencer Marketing – Onalytica
2020 State of B2B Influencer Marketing Research Report – TopRank Marketing

To drill down into the insights around the Onalytica report, I talked with Tim Williams, CEO. We covered:

About Onalytica as a B2B influencer marketing platform
Tim’s role as CEO at Onalytica
The current state of B2B influencer marketing
The impact of COVID-19 on B2B influencer marketing
Why Always-On influencer marketing is good for both brands and influencers
How to convince more B2B brands to focus on the experience they create for influencers as much as they do for customers
Opportunities for B2B companies to leverage both external influencers and employee influencers for marketing
B2B influencer engagement trends for 2021
What B2B marketers can do to better showcase influencer expertise in content
What B2B brands can expect if they hire an agency
What to be optimistic about with influencer marketing post-pandemic

See the full video interview with Tim Williams in Episode 13 of Inside Influence here:

Below is a highlight transcription of our discussion.

Tell us about your role and what Onlaytica does

Tim: Great. So I’m the CEO of Onalytica and I’ve always been in social media, sort of marketing communication circles and formally in public affairs. I’ve always helped build software that helps brands try and influence the influencers who obviously then in turn influence the target audience or the end consumer. That’s been my passion. I’ve spent 20 plus years helping brands communicate their audience better.

At Onalytica we have an influence marketing software. We tend to use this in influencer advocacy, employee advocacy, virtual events, account-based marketing, and social selling. Those are these use cases that we help brands with.

I see it as my role to be out there to publish content and to try and lead from the front…listen to what customers are saying and see how technology can really advance the industry.

Then in my role, I’d really just try and listen to the brand. It’s a very immature marketplace. It’s evolving. So I see it as my role to be out there to publish content and to try and lead from the front. But importantly, listen to what customers are saying and see how technology can really advance the industry.

I’m not keen on us just taking a passive look at the industry …read more

Source:: Top Rank Blog