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Influencer marketing's full-funnel content strategy hand on dial image.
In case you’re new to the weblog, our company is fairly offered on B2B influencer advertising. Now, once we say influencer advertising, we’re not speaking about tanned and toned Gen Z’ers sitting poolside, endorsing your SaaS answer. At the very least not on your first marketing campaign.

No, affect in B2B is all about worth and credibility:

  • Your model lends credibility & new viewers to influencers
  • Influencers lend credibility & new viewers to your model
  • Each audiences get reliable, beneficial content material

As our current report exhibits, B2B entrepreneurs are steadily rising their influencer advertising sophistication. However regardless of the progress, many nonetheless consider it as an solely upper-funnel tactic.

Identical to content material advertising, nevertheless, influencer advertising works higher with a full-funnel method.  

Right here’s the best way to tailor your influencer combine, matters and content material varieties for every stage of the funnel.

Prime of funnel: Attain & Consideration

For patrons at first of their journey, influencer content material is all about reaching as many related folks as potential, establishing model credibility, beginning conversations, and constructing relationships. Purpose to make a giant splash with thought-provoking content material from family names (no less than, family names with established affect in your matter).

Influencer Combine:

Whereas our analysis exhibits that follower counts/viewers dimension isn’t as necessary as credibility and relevance are, on the high of the funnel you do want of us with a large community.

At TopRank, we name these of us “Brandividuals.” That’s not an insult — these are individuals who have labored laborious to construct their thought management, credibility and viewers. They’re keynote audio system, consultants, podcasters and social media geniuses. For top-of-funnel content material, brandividuals ought to be the celebrities of the combo.

Subject Choice:

As with all top-of-funnel content material, your matters will probably be extra high-level, geared toward displaying off your data of the trade and the challenges your potential clients are going through. 

Take into consideration matters like:

    • Business traits. What’s taking place now and what’s on the horizon? How can your viewers finest put together?
    • Finest practices. What processes want fixing in your trade? What are folks falling brief at?
    • Beginning factors. What is step one in the direction of a metamorphosis? How can your viewers get the ball rolling?

Gate or no Gate?

If in any respect potential, hold your ToFu influencer content material ungated. Save the lead gen kinds for additional down the funnel.

Instance: DemandBase Assembles a Advertising Superteam

I exploit this instance so much, however that’s solely as a result of it was a) actually, actually cool and b) bought nice outcomes for our consumer, Demandbase. Collectively, we constructed an animated comedian ebook to lift consciousness of their new Smarter GTM™ answer. It’s daring, colourful, inventive, and options a few of the largest names within the B2B advertising biz. And there’s not a gate in sight. 

Demandbase thrilling tales of smarter GTM comic book image.

Mid-Funnel: Sensible Utility

To succeed in individuals who have already got the massive image, you need to get into actionable, extremely helpful content material. This sort of content material helps endear your model to your viewers. In case you might help a key choice maker look sensible in entrance of their boss, get a elevate or get promoted — properly, that’s price greater than gold. As such, your influencer combine will mirror a extra “on the entrance traces” mentality.

Influencer Combine:

A brandividual or two remains to be a good suggestion for a mid-funnel marketing campaign; you continue to need to attain a large viewers. However look in the direction of including of us with sensible expertise in your trade. Meaning both those that are actively working in your area, or those that have moved up the ranks however nonetheless hold a finger on the heartbeat of the trade.

For instance, somebody who retired as a CFO and now runs a CFO interview podcast could be an amazing match for speaking concerning the finance division. However so would a possible prospect who’s doing nice work and having fun with success of their job.

For these of us, it’s much less about huge attain and all about helpful, actionable info.


Your content material ought to goal to assist folks in particular ways in which enhance their enterprise, job or worker expertise. You may also deliver your answer into the dialog, however sparingly. It’s superb to say, “A platform like ours makes it straightforward to automate this course of.” Simply don’t go so far as “Everything of our recommendation is to purchase our platform.” The latter is a nasty look, particularly since influencers usually shrink back from outright endorsement.

Follow content material varieties like:

  • How-to guides
  • Checklists
  • Challenges & options
  • Course of refinements

Gate or No Gate?

If in case you have a very helpful provide — authentic analysis, for instance, or a very complete information — gating can work at this stage. Simply keep in mind to construct a sturdy touchdown web page that options your influencers, their head-shots, and a style of their content material; in different phrases, give them one thing they’ll be ok with sharing. 

Instance: Prophix Desires to Make You a CFO

The Finance Profession Acceleration Heart options professional recommendation from CFOs and different finance division practitioners. The multimedia content material right here has a singular focus: To get their potential patrons to the following stage of their careers.

Prophix finance career acceleration center image.

Backside-Funnel: Differentiation and Proof

When your purchaser is that this far into the journey, they’re not searching for well-known names and trade thought leaders. They need to know why your answer is the most suitable choice, they usually don’t need to take your model’s phrase for it. 

Right here’s the place the definition of influencer will get even broader, to incorporate your in-house specialists and clients.

Influencer Combine:

Many of the affect right here ought to come from folks with hands-on expertise along with your answer. Use these recent voices to inform the story of what makes your model completely different from the competitors. Clients particularly are helpful right here, as they’ll (ideally in their very own phrases) paint an image of life with and with out your answer.

Consultants and different brandividual varieties possible received’t play a task right here. Two exceptions: 

  1. If they’ve a historical past along with your model and answer and are keen to talk on to that have, superior! 
  2. If they’re keen to jot down an introduction that lends credibility and units the stage for why your answer is the appropriate one.


Your content material for bottom-of-funnel ought to use influencer voices to focus on what makes your model, your folks, and your answer particular. Specifically, search to:

  • Spotlight the outcomes your answer makes potential – present what success appears to be like like
  • Exhibit your assist system. What’s it wish to be your buyer?
  • If related, introduce a few of the individuals who make the corporate work, whether or not it’s engineers, contact middle reps, or your CEO.

“Your content material for bottom-of-funnel ought to use influencer voices to focus on what makes your model, your folks, and your answer particular.” — Joshua Nite @NiteWrites Click on To Tweet

Gate or No Gate?

Backside-funnel content material is the appropriate place for a lead gen type, definitely. As I mentioned above, although, ensure to supply sufficient worth in entrance of the gate that your influencers really feel good linking to it. 

Instance: Deluxe Takes Bankers from Maps to GPS

For his or her Off the Map asset, Deluxe needed to focus on how their Banker’s Dashboard might help small banks and credit score unions to automate processes and turn into extra environment friendly. Recommendation from trade specialists, practitioners, and clients all come collectively in an ungated asset. 

Lead seize comes from a extra promotional part on the touchdown web page itself, main on to a “Contact Gross sales” CTA.

Deluxe off the map image.

Bear in mind, “influencer” with out “funnel” is simply “icer”

It’s true! All of the letters of “funnel” seem within the phrase “influencer.” A coincidence? Probably! However let it remind you that influencer advertising is a full-funnel follow, not only for elevating consciousness. With the appropriate influencer combine and selection of matter, you may work with influencers to information your patrons from consciousness all the best way to buy and past.

Able to get began? Obtain our newest information, B2B Full-Funnel Lead Gen: A Information for Optimized High quality & Conversion

TopRank Marketing B2B full funnel lead generation guide cover image

How Influencer Advertising Can Drive a Full Funnel Content material Technique