# Beyond TikTok: How ERP/CRM Professionals Are Redefining Influencer Marketing

When you hear "influencer marketing," your mind probably jumps to Gen Z creators dancing on TikTok or celebrity endorsements on Instagram. But here's the thing – influencer marketing in the ERP/CRM space looks completely different, and it's working incredibly well for companies who understand how to do it right.

At Channel Marketing Academy's recent discussion on referral and influencer marketing, three industry veterans shared their real-world strategies and surprising insights about building authentic relationships that drive business results. What they revealed might change how you think about influence in B2B entirely.

Influencers Are Everywhere – Including Your Channel

"The easy answer is everywhere," says Liz Anderson, Vice President of Global Marketing at SOLVER, when asked about referral sources. "When it comes to the B2B space, it comes from multiple facets."

Liz has been in the ERP channels for 25 years and currently serves as president of the board for AcuConnect, a community in the Acumatica channel. Her perspective on B2B influencers challenges the traditional definition entirely.

"We don't always think of it from a B2B perspective," Liz explains. "We create these relationships as we network and get connected in the community." She points to consultants who move between companies, bringing their expertise and recommendations with them. "We've had influencers that were huge SOLVER consultants for us, went to another partner that we maybe weren't currently interconnected with, and then they helped get us into working with that partner more."

Sam Bush from NETSTOCK, who hosts the "AMBUSH On Air" podcast, takes this thinking even further. "I personally believe that I am an influencer," Sam states boldly. "I think it's really weird as an elder millennial to call myself an influencer, but when it comes to channel-specific, there are a couple of things to focus on when you think of influencers here."

For Sam, being an influencer means having a clear purpose: "I want to shake up the norm. I want people to feel like they can come to me and question me because that's what I like."

The MVP Advantage and Beyond

When it comes to identifying true influencers in the ERP/CRM space, all three panelists agreed on one group: Microsoft MVPs.

"All of the MVPs are the best influencers in our whole space," Sam emphasizes. "They're the product experts. They're the ones you want at your business working because they know in and out, but they also have that validated trust from Microsoft."

Sam highlights several standout influencers, including Mary Myers, who built her brand around Power Automate and Power Platform on TikTok, and Kristen Hosman, who is active in forums and educational content.

Liz also points to niche content creators like Anya Ciecierski and the ERP Software Blog.

The common thread? Credibility and authentic expertise.

Authenticity Beats Follower Count Every Time

Kelsey Kashluba, Marketing Manager at OnActuate, brings a fresh perspective as a seasoned marketer that is newer to the ERP/CRM channel. Coming from startup marketing in 2024, she's learned quickly that authentic engagement trumps vanity metrics.

"Don't just pick somebody based on the fact that they have a large follower account," Kelsey warns. "Pick somebody who actually resonates with your brand, your company, everything along those lines, speaks to the products you want to promote or discuss."

She's seen firsthand how genuine connections outperform paid partnerships. "The best relationships that I've built and seen in the influencer marketing space has been just through that honest, genuine connection, whether it be online, through LinkedIn, starting those conversations, reaching out to people who are influential in the space and starting to chat with them."

Measuring What Matters

While authenticity is crucial, these aren't marketers who operate on gut feeling alone. Liz is particularly passionate about attribution and data-driven approaches.

"As a data-driven marketer, I always go back to attribution and data is key," Liz explains. "You don't want to say, oh, this person's an influencer or that person's an influencer without being able to measure it in some ways."

SOLVER tracks engagement through their partner portal, uses SPIFs to reward individual reps, and has implemented gifting platforms like Sendoso and THNKS to nurture relationships systematically. They've even created HubSpot scores specifically for partners and customers to identify potential influencers based on engagement levels.

Sam's approach at NETSTOCK focuses heavily on partner agreements and equitable compensation.

Real-World Success Stories

The proof is in the results. Liz shares how SOLVER built a comprehensive customer loyalty program that goes beyond simple referrals. "We ask them to do case studies with us. We ask them to write a review for us, whether it's on G2 or a AppSource or on sites for Acumatica or Sage."

The program offers tangible benefits: discounts on their annual conference, free courses in their online academy, one-on-one consultant sessions, and exclusive swag. But the real magic happens organically.

"We've had multiple customers that will go from one employer to another and say, 'oh, you guys don't have this solution, I've used SOLVER, I liked it better, I'm going to recommend that we give you guys a try at my new organization,'" Liz explains. "That's so authentic – I didn't buy that referral."

Sam shares a powerful example of ISV-to-ISV collaboration that drove significant results. "We basically partnered with two other ISVs and NetSuite to show an end-to-end process," she explains. "That ended up being one of our highest revenue-generating streams of income for two different businesses that I worked at."

The "Don'ts" That Can Derail Your Strategy

The panelists were equally clear about what not to do. Kelsey's biggest warning: "Do not jump in without a plan or a strategy. I know a lot of people are like, 'ooh, influencer marketing,' and they just jump in and they start reaching out to people."

Liz emphasizes the importance of transparency, especially around paid partnerships. When asked about disclosure, the consensus was clear: always be transparent about sponsorships and partnerships.

Looking Ahead: Bold Predictions for the Future

As the discussion moved toward future trends, the predictions became increasingly bold. Sam dropped what might be the most controversial take of the session: "If you do not have consultants on your business who are already thought leaders and already speaking the language that their customers are speaking, you are already behind when it comes to B2B purchasing now."

She argues for a "seller-free buying experience" where account executives are replaced by subject matter experts. "The best sellers are the ones who have used the product before, who have sat on both seats of it, and can solution sell and not just sell the platform."

Kelsey sees the future in micro-influencers and thought leadership within organizations. "I think a lot of it will be those micro-influencers and turning those account executives, marketers, everything like that within organizations into those thought leaders."

But perhaps the most intriguing prediction came from Liz, who believes AI will become a new referral source. "I believe that AI is going to be a new referral source for all of us, and if we don't figure out how to make sure that we're part of that AI engine's insight when people are asking."

She points to declining SEO stats as evidence that people are getting answers directly from AI rather than clicking through to websites. "We have put LLM.TXT text on our website so that the search engines can find that. If you are not doing that, I don't care what you say because at some point it's all going to become robotic."

Building Your Influence Strategy

For ERP/CRM marketers ready to embrace this approach, the roadmap is clear:

Start with relationships, not transactions. The most successful influencer partnerships in this space are built on genuine connections and shared values, not just reach and follower counts.

Measure everything. Use your CRM to track engagement, create scoring systems for partners and customers, and implement attribution systems that help you identify your most valuable referral sources.

Be authentic and transparent. Whether you're paying for partnerships or building organic relationships, honesty builds long-term credibility in this tight-knit community.

Think beyond traditional sales roles. Consider how subject matter experts and consultants can become your most powerful influencers and sales assets.

Prepare for an AI-influenced future. Optimize your content and website structure for AI search engines while maintaining the human connections that drive trust in B2B purchases.

The ERP/CRM channel has always been built on relationships and trust. What's changing is how smart marketers are systematizing and scaling these authentic connections to drive measurable business results. The companies that master this balance of authenticity and attribution will have a significant advantage in the years ahead.

Watch the recorded session at https://www.channelmktgacademy.com/video-library

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