{"id":81608,"date":"2021-09-01T08:07:24","date_gmt":"2021-09-01T12:07:24","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/unlock-the-power-of-employee-advocacy-in-b2b-marketing\/"},"modified":"2025-09-04T06:42:10","modified_gmt":"2025-09-04T10:42:10","slug":"unlock-the-power-of-employee-advocacy-in-b2b-marketing","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/unlock-the-power-of-employee-advocacy-in-b2b-marketing\/","title":{"rendered":"Unlock the Power of Employee Advocacy in B2B Marketing"},"content":{"rendered":"

Online marketing has changed significantly in the last few years\u2014we\u2019ve already discussed these developments in previous articles. But in this post, I\u2019d like to focus on employee advocacy<\/a> in B2B marketing specifically, because it comes with its own unique challenges. And of course, its own unique solutions. Yes, B2B can make it harder to connect directly with the right audience, it\u2019s more specific, less generalized. But at the same time, that\u2019s what makes online brand advocacy such fertile ground when it comes to building Business-to-Business leads.<\/em><\/h4>\n

The Challenges of B2B Marketing in the Current Digital Environment <\/strong><\/h3>\n

Online marketing has always been tricky, but it becomes even more so when sales professionals have to reach out directly to other businesses\u2014not regular consumers.<\/p>\n

However, Employee Advocacy & Social Selling conducted on the part of the sales professionals themselves is an effective solution<\/strong>. Social media allows them to connect directly with the relevant prospects, share content, add insights, and build relationships. Employee Advocacy data says it all<\/strong><\/a>: 33% of customers trust brands, while\u202f90% of customers trust recommendations\u202ffrom people they know. And 79% of firms report more online visibility\u202fupon implementing a formal Employee Advocacy\/Social Selling program<\/a>.<\/p>\n

In short, employees become brand ambassadors<\/strong><\/a>, and build leads directly<\/strong>. Trust in businesses may be declining, but faith in known individuals and interpersonal relationships is far more durable. Employee Advocacy and Social Selling<\/a> are both built upon this fact.<\/p>\n

And the nature of social media makes it easy to refine the individuals followed, and the content shared. It can be extremely targeted, the exact right content aimed at the exact right people.<\/p>\n

But there are challenges to such an approach. For example:<\/p>\n