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.

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