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B2B vs. B2C Influencer Marketing: Platforms, Practices, and Packaging

Webbiquity

In your view, what social networks beyond those big four should B2B marketers be paying attention to, if any? YouTube famously used “Broadcast Yourself” as its tagline: taking television, putting it on the internet, disintermediating the barriers so that anyone could create their own programming, build an audience, and monetize it.

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Lewis DVorkin: Content Marketing or Advertorial?

B2B Memes

As he goes on to say, the “idea that a company—as a brand and marketer—can be an expert content creator and reach an audience by disintermediating reporters is confusing, threatening and scary to an entire profession that had its way for a century.”. But of course Forbes is in DVorkin’s view anything but a traditional publication.

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Lewis DVorkin: Content Marketing or Advertorial?

B2B Memes

As he goes on to say, the “idea that a company—as a brand and marketer—can be an expert content creator and reach an audience by disintermediating reporters is confusing, threatening and scary to an entire profession that had its way for a century.”. But of course Forbes is in DVorkin’s view anything but a traditional publication.

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Team behind Microsoft’s marketing stack visualization tackle blockchain martech

chiefmartech

Blockchain has the potential to disintermediate the ad servers and put the consumer in control of what they experience and see. Another interesting use case, on the other end of the spectrum, is digital asset management.

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Gartner: Are Your Ready for More Buyers and the IT to Business Shift?

The ROI Guy

You have to articulate value in terms that will resonate with each stakeholders’ point of view. For example, helping gain awards or accolades from executives and peers, going home early to be with family and kids, getting a promotion, and reducing risk of job disintermediation or disruptive job loss. #3:

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4 ways to address B2B disconnects and drive customer relationships and revenue

Martech

Acknowledge and address the disintermediation of B2B sellers in today’s buyer’s journey. Commit to studying and dissecting — from a customer’s point of view — how your ideal customers and target accounts actually kick-start initiatives and make decisions on both solutions and vendors. Don’t let that hold you back from doing the work.

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Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

The ROI Guy

However, the importance of content and lack of priority towards direct engagements points to a troubling trend in that today’s Internet fueled, buyer controlled purchase process is disintermediating sales from the purchase process.