B2B Influencer Marketing in Action
In our last blog post, we talked all about the power of B2B influencer marketing.
Let’s pause for a quick refresher on how B2B influencer marketing can help accelerate business growth.
B2B influencer marketing – working with someone who has a large following and credibility within their industry to sell products or services – can be crucial for a brand looking to build visibility and reach target audiences ultimately impacting their purchasing decisions.
In this blog post, we’ll share an example of how we did just that for our Leica Geosystems client. Leica Geosystems, a provider of products and services for the heavy construction industry, needed to distinguish itself from competitors and came to Chirp for counsel on how to bolster brand awareness.
Our goal was to position Leica Geosystems as a technology enabler. To do that, we needed to identify someone who could credibly help them speak directly to their target audience of architects, engineers and contractors. Through thorough research and vetting, we identified a few well-known influencers who speak the language and “dig in the dirt”.
Scott Colclough, more commonly known by his handle @PushySix, emerged as the clear frontrunner.
A 20-year industry veteran and a marketer for construction companies, Scott proved to be a leader in the spacer and just the right fit for Leica Geosystems. Scott took the initial plan that we created for Leica Geosystems to a its annual user-group conference, HxGN LIVE, to make sure that the message aligned with the target audience and the client’s brand. This initial effort ended up being successful, and generated new business leads for Leica Geosystems.
Our continuous work between years one and two of working with Pushysix resulted in increased partner marketing opportunities with industry leaders, increased awareness from end users at industry trade shows, and increased social media engagement with Leica Geosystems niche audience. Social media engagement increased more than 150% year-over-year of the partnership.
The mutually beneficial relationship has grown into another year of partnership. Leica Geosystems is now engaging @Pushysix to create innovative multi-media content, inclusive of customer case studies, in-the-field video tutorials, podcasts, and more. This content credibly and creatively talks about how Leica Geosystems is advancing and enabling the industry with its technology.
In reflecting on the partnership, Scott commented that “Not enough people on the dirt world side of the industry realize the ease of use of Leica Geosystems technology, and it’s been a great few years learning and educating small-to mid-size businesses across the commercial construction industry. Leica Geosystems and Chirp have proved to be excellent partners in that they constantly bring the Pushysix team into the conversation, they ask for our advice – and they listen to us.”
In addition to generating new business leads and bringing previous users back, Leica Geosystems’ influencer program has reached nearly 1 million decision makers, garnering nearly 1 million impressions and over 25,000 likes, comments, or shares across all channels. Read more about our partnership with Leica Geosystems and @PushySix here or at the link in our bio.