We analysed 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.

Onalytica - B2B Marketing: Top US and UK Influencers and Brands

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

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!

Onalytica - B2B Marketing: Top US and UK Influencers and Brands

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:

Onalytica - B2B Marketing Influencers Michael Brenner

“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.”


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.

Download The Full Report

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Rank Twitter Handle Name Affiliation Influencer Score
1 @cahidalgo Carlos Hidalgo Annuitas 8.7
2 @BrennerMichael Michael Brenner Marketing Insider Group 6.75
3 @KatieMartell Katie Martell Cintell 6.47
4 @KatieDuncanKD Katie Duncan SalesStaff LLC 5.45
5 @evankirstel Evan Kirstel Penguin Strategies 5.41
6 @JoePulizzi Joe Pulizzi Content Marketing Institute 5.21
7 @B2bMarketingZ Tony Karrer B2B Marketing Zone 3.66
8 @rodrigofuentes7 Rodrigo Fuentes Listen Loop 3.29
9 @rachelloumiller Rachel Miller PureMatter 3.09
10 @alexanderkesler Alexander Kesler inSegment 3.07
11 @johnrugh John A. Rugh HiP B2B 2.99
12 @JeffZelaya Jeff Zelaya Triblio 2.97
13 @PamellaNeely Pam Neely Forbes 2.65
14 @susanptatum Susan Tatum The Conversion Company 2.61
15 @NedFL Ned James SunGard 2.2
16 @Marketri Debra Andrews Marketri 2.08
17 @wendymarx Wendy Marx Marx Communications 1.95
18 @gdaviddodd G. David Dodd Point Balance 1.84
19 @TomPick Tom Pick Webbiquity 1.82
20 @scottsocial Scott Levine KERN 1.63
21 @edbmarsh Ed Marsh Hub Spot 1.55
22 @dnelso13 David Nelson Triblio 1.53
23 @MattSenatore Matt Senatore Sirius Decisions 1.45
24 @EvanNissenbaum Evan Nissenbaum Demandbase 1.32
25 @Jgraymatter Justin Gray Lead MD 1.14

 

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.

Rank Twitter Handle Name Affiliation Influencer Score
1 @JonathanSedger Jonathan Sedger White Collar Videos 85.65
2 @katyhowell Katy Howell Immediate Future 7.91
3 @N1colaRay Nicola Ray Modern 5.46
4 @Matt__Simpson Matt Simpson Zone 3.41
5 @_gregw Greg Wilson Canon 2.93
6 @Richard_Y Richard Young Bullhorn 2.52
7 @ClaireEMWood Claire Wood Deloitte 2.34
8 @emiliabeth EmiliaBeth Modern 2.3
9 @IanStGraham Ian G B2BMarketing.net 2.15
10 @danielbausor Daniel Bausor Famous4comms 2.15
11 @ConnorKinnear Connor Kinnear Passle 1.57
12 @jj_stockwell jason Modern 1.5
13 @xfactorcomms Tony Wood Virgin 1.25
14 @Timothy_Hughes Tim Hughes Oracle 1.17
15 @elainev Elaine Vandelli hi2events 0.97
16 @paul_pkms Paul Kaerger pkms 0.95
17 @gdavies2 Gemma Davies Salesforce 0.88
18 @nadeemansary Nadeem Ansari Aekpani Networks 0.87
19 @pcaltd Pierce CA Ltd Pierce CA Ltd 0.86
20 @Somaya_B Somaya Bahoussain Gristonline 0.84
21 @Modern_Stuart Stuart Ray Modern 0.83
22 @JadeTambini Jade Tambini Yolk Recruitment 0.7
23 @bobapollo Bob Apollo Inflexion-point 0.7
24 @TaylorMadeInKew Heidi Taylor HeidiTaylor marketing 0.63
25 @KatieColbourne Katieeeee The Marketing Practice 0.59

 

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

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Rank Twitter Handle Name Influencer Score
1 @socialsensi socialsensi 15.34
2 @MultiView MultiView 9.52
3 @Demandbase Demandbase 8.63
4 @radius radius 7.91
5 @triblio triblio 7.86
6 @HingeMarketing HingeMarketing 7.54
7 @socialhelp socialhelp 7.39
8 @CMIContent CMIContent 7.25
9 @6senseInc 6senseInc 6.79
10 @Quarry Quarry 5.05
11 @SalesStaffLeads SalesStaffLeads 4.94
12 @Exchangeleads Exchangeleads 4.32
13 @siriusdecisions siriusdecisions 4.32
14 @KoMarketing KoMarketing 4.2
15 @LinkedInMktg LinkedInMktg 4.08
16 @_ANNUITAS _ANNUITAS 3.63
17 @inSegment inSegment 3.54
18 @BMANational BMANational 2.88
19 @RedBaseLists RedBaseLists 2.82
20 @myleadmd myleadmd 2.8
21 @madisonlogic madisonlogic 2.68
22 @gorilla76 gorilla76 2.5
23 @DreamStateDigit DreamStateDigit 1.91
24 @SalesPredict SalesPredict 1.8
25 @mycintell mycintell 1.79

 

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.

Rank Twitter Handle Name PageRank (Normalised)
1 @MarketingB2B MarketingB2B 35.29
2 @B2BVids B2BVids 31.92
3 @B2BMARKETING_UK B2BMARKETING_UK 10.36
4 @SEOZib SEOZib 5.55
5 @modernb2b modernb2b 5.07
6 @LeadForensics LeadForensics 4.81
7 @passleme passleme 3.55
8 @crocbites crocbites 2.68
9 @OgilvyOnednx OgilvyOnednx 2.63
10 @earnestagency earnestagency 2.27
11 @FanFinders FanFinders 2.07
12 @idioplatform idioplatform 2.07
13 @iftweeter iftweeter 2.01
14 @ContentAssets ContentAssets 1.86
15 @manbitesdogpr manbitesdogpr 1.7
16 @ThisisZone ThisisZone 1.51
17 @gristonline gristonline 1.34
18 @DMSLDN DMSLDN 1.18
19 @ctctUK ctctUK 1.01
20 @REALLYB2B REALLYB2B 0.8
21 @SimonDeakin101 SimonDeakin101 0.76
22 @LexisClick LexisClick 0.63
23 @13MediaArts 13MediaArts 0.45
24 @Springboardww Springboardww 0.4
25 @WIBNUK WIBNUK 0.4

 
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 TechInternet 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!

REQUEST A FREE DEMO

 
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.

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