PRCA: B2B Group – Mastering Influencer Marketing in B2B: What Works and Pitfalls to Avoid

As influencer marketing becomes a bigger part of the B2B PR toolkit, more brands are experimenting with creators to reach audiences in new ways. But unlike consumer campaigns, B2B influencer work comes with its own particular individualities. Audiences may be smaller, sales cycles are often longer, the products are more complex and yet the C-suite still want to see the same clear, measurable impact they would expect from a B2C campaign.

How do you make sure you juggle all these requirements effectively and make the most of creators to promote your products and services?

This session in London offers both practical guidance and a real-world case study from IBM. We’ll explore what it really takes to plan, launch and measure a successful external influencer campaign.

Discussion points to include:

• How to structure a B2B influencer or creator programme: from sourcing and contracting to briefing effectively.
• Choosing the right creators: What criteria should PR teams prioritise when selecting influencers?
• Measuring real impact: What does meaningful measurement look like?
• A practical case study exploring how IBM integrates external influencers into its social strategy

Participants:

Welcome:

• Kyrie Abrahms, PRCA Head of Groups

• Catherine Lane, Co- Founder at The Influence Crowd, PRCA Board Member & B2B Group Member

Speakers:

• Luke Brynley-Jones, Founder, OST – Delivering a walkthrough of how to set up external B2B influencer campaigns, including contracts, processes and measurement frameworks.

• Nada Alkutbi, Manager, Global Social Strategy & Orchestration, IBM – Presenting a case study on IBM’s use of external influencers including criteria, campaign structure, impact and key learnings.