The new offering, led by Rahul Titus, Global Head of Influence, will help clients leverage credible industry authorities to build brand awareness and reputation and strengthen employee engagement. Ogilvy PR already offers the new service to clients such as IBM, Samsung Business, and Vodafone Business.
Ogilvy PR launches a global Business Influence service
– Business Influence is a new growth area in influencer marketing. As in the B2C sector, B2B is about building trust, authenticity, and credibility, which deliver more value than aggressive sales activities. Companies and brands that understand this well are prepared to benefit from the ever-growing creator sector. The future of Business Influence is real people wielding real influence – says Rahul Titus, Global Head of Influence.
Why authority matters in B2B
According to Forbes, 90% of today's B2B audiences targeted by sales efforts no longer trust sales messaging, but 92% of B2B buyers agree they would engage if approached by a recognized industry authority. Authentic Business Influence credibility has overtaken aggressive sales activities as the foundation of B2B growth, yet help is still needed to unlock the potential. 74% of B2B marketers agree that influencer marketing improves brand relationships, but only 19% run ongoing influencer programs. Global business influencer marketing is projected to generate nearly $11.7 billion in revenue by the end of 2022.
– Influence in business is nothing new, but many companies have only used a small fraction of the potential of this activity. So far in Poland we have run projects that used elements of Business Influence, but not on this scale. It was not a strategic, systematic process, but rather project-based activities. We strongly believe that Business Influence will give us a fresh perspective on B2B communication, which will translate into measurable results for our clients. – said Michał Olbrychowski, Managing Director, Ogilvy PR Polska.
Terms from the article
B2B — Business-to-Business / company to company. A business model in which a company sells products or services to other organizations. The decision-making process usually involves more people, a longer sales cycle, proposals, and expert content.
Why it matters: It forces different communication: the decision is made by a committee, the cycle lasts for months, and the content must convince an expert, not a consumer. Effective B2B marketing is knowledge and trust, not impulse.
When it applies: When selling to companies: expert content, long cycles, proposals, business relationships.
What happens if you skip it: Treating a business client like a consumer results in a campaign that shines but never makes it through the procurement department.
B2C — Business-to-Consumer / company to consumer. A business model in which a company sells directly to an individual customer. Communication often focuses on benefits, emotions, convenience, price, and a fast purchase process.
Why it matters: It lets you play on emotions and convenience: the consumer decides quickly, alone, and with the heart more often than with a spreadsheet. A simple purchase path can mean more than an argument.
When it applies: When selling to consumers: product campaigns, promotions, e-commerce, communication for everyday brands.
What happens if you skip it: Communication written like a tender offer bores the consumer — the winner is the one who speaks more briefly, more warmly, and makes buying easier.
Summary
Ogilvy PR is introducing a global Business Influence service designed to help B2B companies build trust and credibility. Citing Forbes data, experts point out that as many as 90% of B2B audiences do not trust sales messaging, and 92% are more likely to engage if an authority approaches them. Yet only 19% of marketers run ongoing influencer programs.
In Poland, the service is being developed by Michał Olbrychowski, who promises a strategic approach to B2B communication. The new offering is already used by, among others, IBM, Samsung Business, and Vodafone Business.
