B2B influencers are a key marketing tool in Asia, says Hong Kong-based marketing expert Ashley Dudarenok, but they are not enough on themselves, in Campaign Asia. “At its core, every B2B decision is made by people, not companies, and tapping into their emotions, challenges, and aspirations is key”, she says.
Campaign Asia:
Ashley Dudarenok didn’t intentionally set out to be a B2B influencer, but felt a strong need to educate and consult her B2B clients who were exploring opportunities in and with China. She started publishing insights on LinkedIn about eight years ago and has since grown her network to around 100,000 connections. She believes the ‘business to humans’ (B2H) approach is the most effective B2B influencer marketing strategy. “At its core, every B2B decision is made by people, not companies, and tapping into their emotions, challenges, and aspirations is key,” says Dudarenok. “Educate, don’t sell: B2B audiences respond to insights-driven, educational content that solves their problems. Influencers who focus on providing value rather than pushing products are the most effective.” But while B2B influencer marketing is effective when executed correctly, Dudarenok adds that it’s not sensible to rely on influencers only. “It might always be a smart strategy to build a KOE (key apportion employee), often the boss of the business who becomes a thought leader versus just paying someone else for promotions. Or do both. Do not rely on influencers only,” she advises…
“At its core, every B2B decision is made by people, not companies, and tapping into their emotions, challenges, and aspirations is key” – Ashley Dudarenok, founder of ChoZan
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.
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