STRATEGY & BUSINESS
the differences between business-to-business and consumer decisions are not cut-and-dried. True, B2B sellers need to optimize prices, meet specifications, comply with regulations, and follow ethical practices. Procurement teams rigorously evaluate vendors and run total cost-of-ownership models to ensure that rational, quantifiable criteria around price and performance shape their analyses.But today meeting those criteria is table stakes.
Rimmel's campaign with non-paid micro-influencers "drove a 44 percent higher sales lift among the two products and a 69 percent higher sales lift for all Rimmel eyeliners and mascaras, demonstrating a larger halo effect." It also resulted in more sentiment conversation to understand brand perception. I have mixed feelings about paying people in products for brand exposure, but think it's worth thinking outside the box of traditional influencers.