Ambassador Marketing for B2B companies

1. It’s important to focus the content on the final audience

According to our research, for these ambassadors, it is not important if the content is relevant to themselves, as long as it is interesting for their clients and prospective clients.

2. Segmentation is essential

Like many others, this company sells a wide variety of products. Ambassadors emphasized the necessity and the importance of proper segmentation, especially keeping their client base in mind. Not all clients are the same and not all of them are interested in the same range of products.

3. It’s necessary to keep a consistent frequency to increase awareness

Most of the interviewed ambassadors agreed that the frequency at which they receive content is very low. Additionally, there is no consistency, as sometimes they receive content every month and sometimes not even once a month.

4. LinkedIn is the number one medium for sales

The ambassadors of this B2B company share corporate content mostly on LinkedIn since they believe this network to be more suitable for business and sales content. Being a B2B, the products they sell are of lesser interest to their personal networks and of more interest to their professional networks. It’s a good tool for the sales team to communicate with clients.

5. Ambassadors can really help a B2B increase traffic from social media

Before this company started to run their ambassador program with Social Seeder, website traffic from social media was only 1,5% and it has increased to 11% thanks to their ambassadors. However, the ambassadors were not aware of this and said they would like to gain insight into the results of the campaigns.


  • The main reason to share content is its relevance to the final audience. In this case for the prospective clients.
  • The ideal campaign frequency is once or twice a month.
  • B2B content is mostly shared on LinkedIn.
  • Ambassador Marketing for B2B companies can really make a difference. In this case, the company was able to increase traffic from social media from 2% to 11%.
  • Ambassadors want to know what’s the impact of the ambassador program to keep them motivated.



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Patrick De Pauw

Patrick De Pauw

CEO of Social Seeder. Our mission is to help build meaningful companies through an increased brand pride and employee engagement among the workforce.