How IBM is looking to ‘enter the B2C conversation’ through influencers
B2B tech giant IBM is making use of influencers to unlock new audiences while also advocating for its own employees to promote the brand.
As Marketing Week previously reported in the last instalment of ‘Influencers Explored’, B2B brands are becoming braver when it comes to introducing influencers to the marketing mix.
Global technology company IBM is one B2B giant investing more into both external creators and its own employees as brand advocates.
Kirsten Echeverry, director of social media and influence at IBM, says although the company has been working with influencers since 2015 through way of “experimentation”, it was in 2019 where it “built a function” around influencing and “centralised” its efforts with a “standardised process”.
