Manufacturing and Supply Chain Expert and influencer Lisa Anderson, president of LMA Consulting Group Inc, was featured in blog post by Ralph Layton: ‘Always-On Influence: 5 Examples of Ongoing B2B Influencer Marketing in Action’.


“Always-on influence is especially vital today as brands look to combat increasing mistrust and apathy.

Why have top B2B firms including our clients LinkedIn, Adobe and Dell Outlet chosen always-on influencer marketing programs, and what results are they achieving using continuing influence programs?

We answer these questions and more with examples of always-on influence in action.

In the first installment of our new #AlwaysOnInfluence series, our CEO and co-founder Lee Odden explored what always-on influencer marketing is and why B2B brands need it now more than ever, and now we’ll move forward and look at why five major B2B firms have chosen ongoing influencer marketing.

First let’s refresh our marketing lexicon with an overview of just what always-on influence is.

What Is Always-On Influence?

Always-on influencer marketing is the practice of ongoing relationship-building, engagement and activation of a specified group of influencers to build community, content and brand advocacy.

Always-on marketing replaces on-again off-again campaigns with a fluid ongoing effort, continually cultivating and carefully building efforts that allow businesses to seamlessly adapt their marketing efforts, rather than playing catch-up, stopping a campaign, and waiting to build a new one.

“Relationships take time and that means influencer engagement is an ongoing effort, not just when influencers are needed to provide content or promotion,” Lee explained, adding that “a relationship-driven endeavor like engaging with influencers requires an ongoing effort.”

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Published in Ralph Layton on May 13, 2020