100 Top B2B Marketing Influencers

Michael Brenner on Dec 4, 2015 in Content Marketing

We analyzed the B2B marketing discussion last year and earlier this year, and we wanted to continue with these reports to show how influencer trends map out over time. It’s intriguing to see new influencers entering the discussion and driving the discussion on B2B Marketing. We took a closer look at the brands and the individuals who are most influential and driving impact in the online debate. This time we thought it might be useful to separate out the US and the UK brands and individuals.

MAPPING THE B2B MARKETING COMMUNITY

We were very interested to see which influencers and brands drove the most conversation on Twitter, so we analysed over 26K Tweets tweets from 21st August – 18th November around the query “B2BMarketing” and identified the top 100 most influential brands and individuals leading the discussion on Twitter. We discovered a very engaged community of marketing brands as well as some high profile marketers and business professionals. Below you can see a network map of the online conversation created with our Influencer Relationship Management software IRM. This map shows the number 1 UK brand “B2B Marketing” at the centre, and the conversations to and from the influencers in its field.

Be sure to click on the map to enjoy the full size network diagram in greater detail!

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Below you can see another network map created in IRM (Influencer Relationship Management software) showing the #1 US influencer Carlos Hidalgo at the centre and the conversations to and from the different influencers in their field. As you can see it is a very engaged community with many conversations. If you are interested in learning more about identifying, managing and engaging with influencers click here to get in touch!

We spoke to the number 2 US influencer Michael Brenner from Marketing Insider group to get his opinion on B2B Marketing and the developments he has seen in the field:

“B2B marketing used to be about cold calling, hanging banners at events, and creating stale brochures. In 2015, many of those leading the B2B marketing conversation are content marketers, demand drivers, and digital technology evangelists. This is not just the future of B2B Marketing, it’s the future of marketing in a digital, customer-driven, and experiential world.”

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TOP 50 US INDIVIDUALS

We looked at all the individuals engaging on Twitter to bring you a list of the top 50 influencers in the US. Be sure to hit the download button below to grab the full report and see who ranks beyond the top 25.

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RankTwitter HandleNameAffiliationInfluencer Score
1@cahidalgoCarlos HidalgoAnnuitas8.7
2@BrennerMichaelMichael BrennerMarketing Insider Group6.75
3@KatieMartellKatie MartellCintell6.47
4@KatieDuncanKDKatie DuncanSalesStaff LLC5.45
5@evankirstelEvan KirstelPenguin Strategies5.41
6@JoePulizziJoe PulizziContent Marketing Institute5.21
7@B2bMarketingZTony KarrerB2B Marketing Zone3.66
8@rodrigofuentes7Rodrigo FuentesListen Loop3.29
9@rachelloumillerRachel MillerPureMatter3.09
10@alexanderkeslerAlexander KeslerinSegment3.07
11@johnrughJohn A. RughHiP B2B2.99
12@JeffZelayaJeff ZelayaTriblio2.97
13@PamellaNeelyPam NeelyForbes2.65
14@susanptatumSusan TatumThe Conversion Company2.61
15@NedFLNed JamesSunGard2.2
16@MarketriDebra AndrewsMarketri2.08
17@wendymarxWendy MarxMarx Communications1.95
18@gdaviddoddG. David DoddPoint Balance1.84
19@TomPickTom PickWebbiquity1.82
20@scottsocialScott LevineKERN1.63
21@edbmarshEd MarshHub Spot1.55
22@dnelso13David NelsonTriblio1.53
23@MattSenatoreMatt SenatoreSirius Decisions1.45
24@EvanNissenbaumEvan NissenbaumDemandbase1.32
25@JgraymatterJustin GrayLead MD1.14

TOP 50 UK INDIVIDUALS

Check out who the top 50 UK B2B marketing influencers are. If you want to see who ranks beyond 25 hit the download button below to grab the full report.

RankTwitter HandleNameAffiliationInfluencer Score
1@JonathanSedgerJonathan SedgerWhite Collar Videos85.65
2@katyhowellKaty HowellImmediate Future7.91
3@N1colaRayNicola RayModern5.46
4@Matt__SimpsonMatt SimpsonZone3.41
5@_gregwGreg WilsonCanon2.93
6@Richard_YRichard YoungBullhorn2.52
7@ClaireEMWoodClaire WoodDeloitte2.34
8@emiliabethEmiliaBethModern2.3
9@IanStGrahamIan GB2BMarketing.net2.15
10@danielbausorDaniel BausorFamous4comms2.15
11@ConnorKinnearConnor KinnearPassle1.57
12@jj_stockwelljasonModern1.5
13@xfactorcommsTony WoodVirgin1.25
14@Timothy_HughesTim HughesOracle1.17
15@elainevElaine Vandellihi2events0.97
16@paul_pkmsPaul Kaergerpkms0.95
17@gdavies2Gemma DaviesSalesforce0.88
18@nadeemansaryNadeem AnsariAekpani Networks0.87
19@pcaltdPierce CA LtdPierce CA Ltd0.86
20@Somaya_BSomaya BahoussainGristonline0.84
21@Modern_StuartStuart RayModern0.83
22@JadeTambiniJade TambiniYolk Recruitment0.7
23@bobapolloBob ApolloInflexion-point0.7
24@TaylorMadeInKewHeidi TaylorHeidiTaylor marketing0.63
25@KatieColbourneKatieeeeeThe Marketing Practice0.59

TOP 50 US BRANDS

We looked at all the brands engaging on Twitter to bring you a list of the top 50 most influential brands in B2B marketing. Be sure to hit the download button below to grab the full report and see who ranks beyond the top 25.

Download The Full Report

RankTwitter HandleNameInfluencer Score
1@socialsensisocialsensi15.34
2@MultiViewMultiView9.52
3@DemandbaseDemandbase8.63
4@radiusradius7.91
5@tribliotriblio7.86
6@HingeMarketingHingeMarketing7.54
7@socialhelpsocialhelp7.39
8@CMIContentCMIContent7.25
9@6senseInc6senseInc6.79
10@QuarryQuarry5.05
11@SalesStaffLeadsSalesStaffLeads4.94
12@ExchangeleadsExchangeleads4.32
13@siriusdecisionssiriusdecisions4.32
14@KoMarketingKoMarketing4.2
15@LinkedInMktgLinkedInMktg4.08
16@_ANNUITAS_ANNUITAS3.63
17@inSegmentinSegment3.54
18@BMANationalBMANational2.88
19@RedBaseListsRedBaseLists2.82
20@myleadmdmyleadmd2.8
21@madisonlogicmadisonlogic2.68
22@gorilla76gorilla762.5
23@DreamStateDigitDreamStateDigit1.91
24@SalesPredictSalesPredict1.8
25@mycintellmycintell1.79

TOP 50 UK BRANDS

Check out who the top 50 UK B2B marketing influencers are. If you want to see who ranks beyond 25 hit the download button below to grab the full report.

RankTwitter HandleNamePageRank (Normalised)
1@MarketingB2BMarketingB2B35.29
2@B2BVidsB2BVids31.92
3@B2BMARKETING_UKB2BMARKETING_UK10.36
4@SEOZibSEOZib5.55
5@modernb2bmodernb2b5.07
6@LeadForensicsLeadForensics4.81
7@passlemepassleme3.55
8@crocbitescrocbites2.68
9@OgilvyOnednxOgilvyOnednx2.63
10@earnestagencyearnestagency2.27
11@FanFindersFanFinders2.07
12@idioplatformidioplatform2.07
13@iftweeteriftweeter2.01
14@ContentAssetsContentAssets1.86
15@manbitesdogprmanbitesdogpr1.7
16@ThisisZoneThisisZone1.51
17@gristonlinegristonline1.34
18@DMSLDNDMSLDN1.18
19@ctctUKctctUK1.01
20@REALLYB2BREALLYB2B0.8
21@SimonDeakin101SimonDeakin1010.76
22@LexisClickLexisClick0.63
23@13MediaArts13MediaArts0.45
24@SpringboardwwSpringboardww0.4
25@WIBNUKWIBNUK0.4

Influencer Marketing campaigns generate impressive results, the average earned media value (EMV) from US influencer marketing programs was 1.4 times higher in H1 2015 than the overall average in full-year 2014. At Onalytica we love building these lists and want to give back to our loyal readers as much as we can. If you’re interested in other topics (such as Machine to Machine, Wearable Tech, Internet of Things) be sure to have a gander on our blog or why not propose some topics to us on twitter? We also build some very cool software to manage all of these influencers. Get a free demo today by clicking the button below!

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Disclaimer: As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The brands and individuals listed are undoubtedly influential when it comes to driving discussion around B2B Marketing. The PageRank based methodology we use to extract influencers on a particular topic takes into account the number and quality of contextual references that a user receives. These calculations are independent of a users number of followers, but we do filter our lists based on how much a user is engaged in the conversation and the influence they drive through their networks.

This article by Joe Fields originally appeared on the Onalytica Blog and has been re-posted with permission.

Michael Brenner
Michael Brenner
Michael Brenner is a globally-recognized keynote speaker, author of The Content Formula and the CEO of Marketing Insider Group. He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and a top CMO influencer by Forbes. Please follow him on LinkedIn, Twitter, or Facebook and Subscribe here for regular updates.