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BW Businessworld

InfluencerActive Platform Considers B2B influencer marketplace For Marketing

On sites like LinkedIn and Twitter, for example, business leaders, executives, coaches and even CEOs have been quietly building networks of influence that regularly reach millions of people across the world.

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When we think of “influencers” we mostly think of Instagram, YouTubers and the newly minted TikTok creators that are taking over the social networks. And while these consumer oriented channels have been generating engagement for some time, business focused influencers have largely flown beneath the radar.

On sites like LinkedIn and Twitter, for example, business leaders, executives, coaches and even CEOs have been quietly building networks of influence that regularly reach millions of people across the world. But until now, there has been no easy way for B2B brands to engage and activate business influencers.

“The launch of InfluencerActive will change the influencer marketing game for business to business brands”, says Gavin Heaton, one of the founders of the InfluencerActive platform.

“Our focus has been on curating a cadre of what we call ‘hyper-networked’ individuals - real professionals who have a vested interest in their professional network and the ability to generate high levels of engagement.”

Putting the power of social networks to work

InfluencerActive is the first marketplace where marketing managers, brands and agencies can work directly with influencers. “Often the marketing message is passed through many hands - becoming diluted in the process”, explains Heaton. With InfluencerActive, you can book an influencer directly, send through your media and messaging and have your content live in hours or days.

The marketplace allows influencers to play to their strengths. For example, Talal Al Murad can engage his LinkedIn followers to generate awareness for your product across a range of industries - regularly notching up over 500,000 views for innovation oriented posts and a sometimes staggering 9 million+ views in the area of personal development and creativity.

Brands, business owners or even individuals can book well known executive coach, Zeta Yarwood for a speaking engagement, have a product featured by Indian fashion and style blogger, Piya Saini, or bring a wellbeing and leadership focus to your services with Sonia McDonald.

You could even launch a new product through LinkedIn Power Profile and Most Influential Agency Voice in Asia Pacific Anthony J James’ 1 million+ followers. 

Scale your campaigns

InfluencerActive has just registered its 100th influencer on the platform. But it’s the domain expertise that makes a difference.

“Our influencers come from a broad range of industries”, explains Heaton. “From advertising and marketing through consulting, real estate, retail and tourism. For us, it’s about generating conversation and engagement. Our influencers understand what it takes to create interest and generate demand. And they come with a global audience - we’re already in 11 countries.”

“I’ve seen branded content fall flat, while the simplest video quickly sails through 1 million views”, explains one of the platform’s early adopters, Anthony J James. “We know what works because we see it everyday. When you work with influencers like Sonia, Piya and I, you’re getting the professional network as well as the professional expertise - at a rate that you won’t believe.”

The end of interruption marketing

“Advertising just doesn’t compete in the same way anymore”, explains Heaton. “Sponsored posts simply take the old ‘interruption marketing’ model and apply it to digital news feeds. We know people don’t want to be interrupted. They want context. Story. Entertainment and trust. And our influencers are perfectly positioned to be able to do that”.