Business Influencer Marketing in the B2B area

Influencers are people who, through a certain reach and awareness, can disseminate information quickly and sensibly. It is considered a very modern form of marketing. A particular advantage is the fact that influencers are people like – and you and i. This often seems authentic and therefore differs from the product view to person marketing by the influencer.

In recent years, my blog has attracted me to almost 25,000 readers per month, more than 5000 users to the newsletter and almost 10,000 followers on social media. With this reach, I spread up-to-date news about digital transformation and agility.

Of course, I want to keep my authenticity but also share relevant information with my network. It is particularly important to find the balance between advertising and information in the negotiations. I had numerous large IT companies and consulting companies as customers and partners. I would be pleased if you would contact me. or simply use the contact form!

About the Blog

I run the blog agile company since April 2016. In the meantime, there are more than 300 articles on the topic of digitization of Company. Important aspects are virtual teams, work 4.0, agile organization and leadership. On the one hand, I blog scientific content well explained for practice as well as your own practical tips from everyday life in companies. Continue I blog about scientific practice, which is particularly exciting for students ist

Target audience

Target group 1 are managers and professionals, interest in digital transformation. Target group 2 are Students who are about to graduate and are a topic for the Find the thesis.

Acquisition of readers

The blog attracts most users through SEO and grows permanently. The current number of visits can be found in the graph. Furthermore, before COVID 2-3 lectures per month I gave and currently to webinars. There is also a telephone call and now 5 specialist books on the blog, published by Springer Gabler (edition 25,000).

Use Case 1: Software and Company

In the first use case, I help you to leave your company or IT service or software in a better light. I prepare useful use cases and posts that show positive facets of your software or company. You will notice that this will make you more visible in the scene and also increase the attractiveness for customers. You also have the chance to be included in one of my books at a renowned publisher. I am also happy to prepare a technical article, which your company can present as a pioneer, so to speak.

Interesting for: Companies of all kinds in the B2B sector or simply use the contact form!

Example: Brucklyn Erlangen

Use case 2: Recruiting and professionals

Professionals, professionals, professionals… Everyone is currently crying out for experienced programmers and project managers as well as consultants. This has not diminished since COVID-19 – quite the contrary – it has become a critical competitive factor. But how can you attract young people and also experienced rabbits? I put together a meaningful campaign and present the positive aspects of your internal culture in the form of Work 4.0 and New Work. Here, too, you have the chance to be mentioned in a book or relevant technical article.

Interesting for: Companies of all kinds looking for skilled workers in every field and industry

Example: Work 4.0 at an SME in Nuremberg or simply use the contact form!

Use case 3: Fashion and lifestyle in the office

Employees in office jobs in particular have a good income and are responsible for a large proportion of consumption in Germany. It is therefore important to present lifestyle products to this target group. These include, for example, VR glasses and also sensible technical accessories.

Another use case is the display of fashion. In addition to good suits and shirts, urban style, so wearing outdoor clothing in the office is now an important and essential trend. You could present your clothes with me in the right light.

Interesting for: Lifestyle and Fashion Companies

Example: VR glasses in the test or simply use the contact form!

Use case 4: Event marketing (according to COVID-19)

I will only actively promote events after COVID-19. There are two approaches: The first idea is that I visit your event and collect photos and information. Afterwards a meaningful blog post is created and I also show some impressions on social media.

The second idea is that I give a lecture to you at the event and thus actively promote the event in addition to exciting and entertaining information. Take a look at my lectures!

Example: Brucklyn Erlangen or simply use the contact form!


I am also happy to map further use cases for you. Just write me and I will make you an individual offer in any case. You can assume that I am very agile and flexible as a sole trader. I look forward to your message or a non-binding phone. or simply use the contact form!

Influencer Marketing

For some years now and still have been Platforms more trendy than ever. New formats are constantly being added, thus promoting another branch: Influencer Marketing. Many Companies have long recognized this trend and are development strategy for marketing your products to the help of the so-called influencers. What it’s all about on the subject, how influencer marketing is defined and how it is implementation, this article will explain in more detail.

What is Influencer Marketing?

We all know the constant advertising posts that many profiles keep posting on social media. Often these are well-known social media moguls with millions of followers, daily Stories and posts. But anyone who has a few more followers and Advertising also publishes Influencer Marketing?

What is an influencer?

In order to get to the bottom of this issue, it is first necessary to the term „influencer“ in itself defined. The word is based on the English verb „influence“, which translates as influence or influence. Influencers are therefore all those Social media profiles that have a big impact on their followers, for example, because they have their trust and affection. To other to influence people, however, you have to use speeches and actions remain in conversation. This is precisely why influencers define themselves also by creating regular and public content. The After all, production of this content is often used to with companies and in this way to use the products or Services provided by the client to its followers via their own platform market.

Types of influencers

A distinction is made between different types of influencers, such as

  • Celebrities Persons, such as e.g. Celebrities
  • Politicians
  • Experts
  • Journalists
  • Bloggers

In addition, influencers are assessed based on their follower numbers often subdivided into the following 4 subcategories:

  • Mega Influencer:more than 1 million followers
  • Macro Influencer:50,000 to 1 million followers
  • Micro Influencer:10,000 to 50,000 followers
  • Nano Influencer:less than 10,000 followers

However, nano-influencers are not necessarily the same less valuable than mega-influencers. Instead, each category has its own own weaknesses and strengths, as the following overview proves:

In addition to the position and the number of followers, however, the industry and the fields of activity have a role to play in the categorisation of Influencers. Influencers can be found in the following areas in particular:

  • Food
  • Fashion
  • Fitness
  • Travel
  • Beauty

Depending on the orientation, companies are therefore usually specifically looking for influencers from their own industry in order to significantly increase the reach and influence of customers.

Building Influencer Marketing

But daily advertising posts alone do not make a real and professional influencer marketing. After all, it is about much more than The. Namely, the planning, control and control of measures used to actively influence the buying behaviour of customers. In this way, Influencer Marketing the targeted and planned cooperation of influencers with clients, such as large corporations, with the aim of producing content, significantly increase the sales of the companies. In return, the influencers according to pre-agreed payment systems. This is intended to ultimately, not only in the short term, the consumer behaviour of the target group but also, in the long term, a positive brand message. Promote.

How does Influencer Marketing work?


Influencers use different ways to post advertising to spread. This includes, for example,

  • PostsStoriesIGTV (Instagram TV)CompetitionDiscount codesUnboxingTutorialsShort account takeoversLive events


These formats are used on different platforms, partly also through actively set connections to each other (e.g. by linking with reference to a YouTube video).

Among the most well-known are:

  • Facebook
  • Twitter
  • Instagram
  • Youtube
  • TikTok
  • Snapchat
  • Twitch
  • Pinterest
  • Linkedin
  • Xing
  • Blogs

Settlement variants

During the contract negotiations for cooperation, agreed on a payment system. In this process, various possibilities and price models.

  • TKP (thousands of contact price): Payment according to cost per 1,000 reached followers have emerged
  • CPE (Cost-Per-Engagement): Payment by cost per interaction (e.g. Like, comment, share or click have been created
  • Contribution depending on e Cost: Payment according to pre-defined contribution
  • Daily rate or annual cooperation: payment according to predetermined cost per time interval
  • Affiliate: Payment performance and achievement of targets (e.g. remuneration in the event of the achievement of a certain conversion rate)

In principle, however, fixed prices can never be set here, as the remuneration always according to the awareness of companies and influencers, expenses, the nature and form of the promotional post and its content.

Pros and Cons of Influencer Marketing

Influencer marketing promises many advantages, which also explains why it is used so specifically by so many companies. Simultaneously of course, there are some disadvantages here as well.


  • Creativity and variety

Since influencers produce their own content, this makes for many Company a completely new form of creativity that they themselves may in their other marketing strategies. In addition, the symbiosis also a certain degree of commitment on the part of the influencer Guaranteed. In order to keep the job, he must succeed and will therefore be committed to high-quality and various advertising measures on your own profile.

  • Range

In addition, in particular, profiles of large and well-known influencers, the ability to reach companies and your products and services. In addition, it is influencers due to the voluntary affiliation of the followers Target Groups are much easier to target for their own profile Address.

  • Credibility

Due to long-standing affiliation to the profile and the free decision of an influencer on social media platform, many followers often find influencers more credible and more authentic than large corporations. Since advertising is also subliminal published and disseminated, followers do not immediately feel they are buying and are more open to receiving recommendations.

  • Durability

Since basically everything posted on the net somewhere continue to exist, companies also benefit from influencer marketing the durability of the advertising posts. While old-fashioned newspaper advertisements or posters, but also newer measures such as TV spots have an expiry date posts on social media are virtually unlimited.

  • Measurability of success

At the same time, Influencer Marketing offers the Advantage that success can be monitored and measured relatively well. In doing so, the methods to be used are sufficient from regular KPI’s up to the exact sales figures. Frequently used metrics are including:

  • Gross reach: Cumulative reach of all followers
  • Views: Cumulative number of followers who have seen the post
  • Impressions: Cumulative number of all views possible
  • Interactions: Cumulative number of all likes, comments, shares Etc.
  • Click numbers: Cumulative number of clicks on a set link
  • Conversions: Cumulative number of all actions converted (e.g. search query for link click)


  • Appropriate selection

With the amount of influencers now on all social media platforms on the net, it is not always make the right choice. And this, in turn, can be used for a companies have negative consequences. After all, a message is not sent to the the right target group or distorts the content, although costs are but in return the expected success has not Paid.

  • Loss

At the same time, although companies often plan to cooperation with the influencers the construction of the advertising post, at the same time it is not under full control either. Are messages getting wrong discrepancies between the two parties may arise. have a negative impact on the company’s sales. Bring Corporate Influencers against itself, this can also be caused by the following negative Word of mouth fatal consequences, such as damage to image Have.

  • Cost

And in principle, of course, it is also important to note that that Influencer Marketing has its price. Especially the big social Media moguls know their value well and don’t sell below price.

Challenges in Influencer Marketing

But also when influencer marketing seems like the near-perfect strategy, the Implementation in reality is not always so easy. In particular, hurdles such as finding the right social media profiles can be suitable for many companies into real Sisyphean work. After all, it’s all about not only to filter out the appropriate ones under the dimensions of influencers, but also to find those that fit into the given budget framework. If found, detailed and long-time contract negotiations that cover many contingencies and performance ranges. Often it is worth it professional influencer marketing managers to help, but this also leads to an increase in costs.

And yet: Many companies continue to see themselves as loss of control. Although posts are agreed in terms of content, at the same time, for the purpose of authenticity, they must also have a certain Room for your own creativity and personality of the influencer persist. In addition, however, there is also another Challenge.

Due to the long reach and the trust of followers have influencers a lot of power and influence over their community and can of course also affect them in case of doubt use the client, which in turn has fatal consequences for the image of the company.

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