IBM is enhancing its business-to-business marketing approach by integrating influencer partnerships and employee advocacy to connect with broader audiences and humanize its brand. This initiative reflects a strategic shift towards more personalized and relatable engagement in the B2B sector.

Kirsten Echeverry, IBM’s Director of Social Media and Influence, highlighted the company’s journey in influencer marketing. “While we’ve collaborated with influencers since 2015, it was in 2019 that we formalized our efforts, establishing a centralized function with standardized processes,” she noted. This structured approach has enabled IBM to effectively leverage external creators and internal advocates to amplify its messaging.

The company’s strategy involves partnering with influencers who align with IBM’s values and can authentically communicate its offerings. By doing so, IBM aims to reach potential clients in more engaging ways, moving beyond traditional corporate communications. In addition to external collaborations, IBM is fostering internal advocacy by encouraging employees to share their experiences and insights. This dual approach not only broadens the company’s reach but also adds a layer of authenticity to its messaging.

This move aligns with a broader trend in B2B marketing, where companies are increasingly recognizing the value of influencer partnerships to build trust and credibility. By embracing this strategy, IBM is positioning itself to better connect with decision-makers and stakeholders in a more meaningful way.

As the B2B landscape continues to evolve, IBM’s integration of influencer marketing and employee advocacy serves as a model for how companies can adapt to changing communication dynamics. By humanizing its brand and engaging audiences through trusted voices, IBM is enhancing its ability to resonate with clients and partners alike.