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This data comes from the 2015 B2B Content Marketing Trends report from the Content Marketing Institute and MarketingProfs. We have just built a new tool that allows you to find influencers using your latest blog or white paper. We also analysed the B2B marketing discussion last year and this year’s analysis shows how fragmented this discussion really is. Compared to content marketing we see less volume, and a less mature discussion (to illustrate: the volume of the online content marketing discussion tripled in less than a year!) . If you’re looking to follow excellent thought leaders in the B2B marketing space (brands and individuals alike) be sure the follow the account in the list below. At Onalytica we love building these lists and want to provide great insights for digital communities. 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 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.
We match the proportional usage of nouns in your content against an aggregate of what an influencer has posted on Twitter over the past 12 months to return the most relevant influencers.
We see some brands and individuals being present throughout both years but most accounts are new in this list. This is great for all the brands and individuals out there trying to grow their influence and audience size in the B2B community, as it’s easier for them to get heard through all the noise.
If you’re interested in other topics (such as Machine to Machine, Wearables, Internet of Things, …) be sure to have a gander on our blog or why not propose some topics to us on twitter? The individuals and brands listed are undoubtedly influential when it comes to driving discussion in B2B Marketing. These calculations are independent of a user’s 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.

The way technology evolved has forced this discipline to change like it has never changed before. If we compare it to the content marketing discussion we find lots of smaller accounts driving influence.
Well, they’re probably looking at the results of their B2C colleagues in content marketing.
Smart move you think, but nowadays everybody is creating more content and volume is certainly not the answer.

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