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ICYMI: On the heels of the release of the 2020 State of B2B Influencer Marketing Report and the announcement that several of our clients (LinkedIn and Alcatel Lucent Enterprise) have won awards for B2B influencer marketing campaigns, I am very happy to share the launch of a new video interview series: Inside Influence: Interviews with B2B Influencer Marketing Insiders.

What is Inside Influence?

This is a show that goes behind the scenes of B2B influencer marketing and showcases conversations with insiders from the world of B2B influencer marketing. We’ll be talking with practitioners at B2B brands of all kinds and sizes to answer the rising number of questions about working with influencers in a business context.

The 2020 State of B2B Influencer Marketing Report has provided data for B2B brands to benchmark some of their strategies, operations and best practices. The report has also helped drive more conversations around B2B influence and the Inside Influence series aims to answer questions, provide deeper insights and also highlight many of the talented and unsung heroes of influencer marketing in the B2B world.

First up is the amazing Rani Mani, Head of Employee Advocacy at Adobe where among many responsibilities, she manages the B2B Adobe Insiders program which I am very happy to be a member of. We’ve had a chance to talk to Rani before in this interview and with Inside Influence you will get to see the conversation happening on fresh topics that matter today and into the future.

In this first episode of Inside Influence, we talked to Rani about

* 2020 State of B2B Influencer Marketing Report
* The role of influence across the customer lifecycle
* How influencers bring freshness and creativity to brand content
* The benefits of working with B2B influencers during the pandemic
* How influencers can help humanize B2B brands, including Adobe
* Top challenges working with B2B influencers
* Insights into the B2B Adobe Insiders community
* The future of B2B influencer marketing

What are some of the other outcomes B2B brands can expect from working with influencers?

Rani: For us it