Ogilvy's James Baldwin on a new global B2B influencer marketing report

Episode 53 of the Influencer Marketing Lab - a weekly podcast
tracking the growth spurts and growing pains of influencer
marketing. Sign up for the companion newsletter The Creator
Briefing.


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This week Scott Guthrie is in conversation with James Baldwin
Global B2B Influence Lead at Ogilvy. We spend most of our time
digging into Ogilvy's new report -  Influencing Business:
The Global Rise of B2B Influencer Marketing - where we learn key
takeaways including: 


75% of B2B marketers are already working with influencers. Of
those who aren’t, most are planning to do so starting soon.

We also learn about the power of employee advocacy and of the
regional nuances within the sector. 

James also fills us in on some of his background including
his time as an influencer in his own right creating a meme
account lampooning golf stereotypes. 



The episode also name-checks two of James' colleagues. 


Rahul Titus, Global head of Influence at Ogilvy was my guest
on episode 16

Imogen Coles, UK Influence Lead and Managing Partner at
Ogilvy was my guest on episode 28. Imogen is a creator in her own
right under the Instagram profile oneslowsunday



Check out the Influencer Marketing Lab for full show notes,
related useful links and a transcript.

Don't forget to sign up for the companion newsletter The Creator
Briefing ( https://www.creatorbriefing.com/ ) - the weekly
newsletter from Scott Guthrie which provides a breakdown of all
the major news from the creator marketing industry alongside his
insight and analysis.