Several of our recent episodes have focused on business to business, or B2B influence marketing. The last couple of conversations we’ve had — one with Carter Hostelley and another with Mel Carson — talked about the concept of creating influencers from a company’s executives. 

In this episode of Winfluence, we focus on building influence for a company — the company itself. Marc Meyer created a beautiful case study of such activity at one of his former companies. I loved it so much I wrote about in Winfluence, the book, which is due out in February. So you get a bit of a sneak peek of that part of the book today on the show.

But our conversation was far more than just the case study. Marc and I talk about the challenges of building content that works in B2B industries, often time one that aren’t super sexy in terms of what kind of topics are relevant. Marc discusses how he tries to separate his content as signal from the noise. And we spend a fair amount of the conversation talking about Twitter and TikTok, one that is a strong B2B channel. The other one that might be? 

Dive in and give it a listen, you’ll get some fun inspiration and a great case study from Marc and a useful discussion about building B2B influence for a company.

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