When you think of influencer marketing, consumer brands and splashy Instagram posts may come to mind. But today, influencer marketing is proving to be just as powerful for B2B brands, where credibility, industry expertise, and professional relationships can set businesses apart. According to a 2023 Ogilvy report, 75% of B2B companies are leveraging influencer marketing, with many others set to follow.
While B2B influencer marketing operates on principles similar to B2C, its strategy requires unique approaches that cater to the longer sales cycles, complex decision-making, and niche audiences of business environments. At Market Quotient, we understand the nuances of B2B influencer marketing and have developed insights to help companies harness the full potential of this strategy.
1. Selecting the Right Influencers
In B2B, influencers are often distinguished as either external experts or internal ambassadors. Each brings distinct advantages to your campaigns. External influencers, such as industry thought leaders, add credibility and reach to your brand, helping it resonate with audiences that value expert opinions. However, collaborating with them requires a solid understanding of their values, objectives, and expertise.
Internal influencers, or “evangelists” from within your organization, provide a more authentic voice and can be nurtured to align closely with your brand’s message. Investing in training and resources to support these ambassadors can elevate their impact. The key to successful internal influencer programs lies in offering clear incentives and creating an environment that values and supports their contributions to brand awareness.
2. Focusing on Audience Quality Over Quantity
In B2B, it’s less about reaching the masses and more about connecting with the right individuals. Rather than choosing influencers based on follower count alone, B2B brands should prioritize influencers whose audience matches their target decision-makers. A small but engaged audience of professionals within your industry can be more effective than millions of casual followers.
Additionally, authenticity is crucial in B2B spaces. Large audiences can sometimes indicate an influencer is casting too wide a net, potentially diminishing the credibility that B2B brands depend on. Working with influencers whose following is built on real engagement with industry-relevant content will yield more impactful results.
3. Empowering Your Internal Influencers
At Market Quotient, we recognize the value of developing internal influencers. When team members become advocates, they bring genuine passion and insights about the company, creating trust with your audience. However, internal influencers need to feel that their efforts are valued, so it’s essential to adjust their workloads, provide training, and even consider hiring specialists to assist with content creation.
When employees understand how being recognized as a subject matter expert benefits their career, they are more likely to invest in the role. Providing resources like ghostwriters for articles, equipment for video content, or training for speaking engagements ensures your internal influencers feel equipped and appreciated.
4. Establishing Fair Compensation and Support
Influencer relationships shouldn’t be transactional. While external influencers may expect financial compensation, many value benefits that help grow their businesses, such as early product access, technical support, or exclusive insights into your brand. For internal influencers, companies should discuss how the role aligns with their personal and professional goals. Support them with flexible work arrangements to allow for influencer-related responsibilities.
5. Aligning Influencer Efforts with Strategic Goals
In B2B, influencer marketing should go beyond awareness generation. While top-of-funnel activities are valuable, influencers can add impact at every funnel stage, from nurturing prospects in the middle stages to contributing to sales conversations. Influencers may also directly support bottom-funnel goals by sharing their own experiences, addressing potential customers’ technical questions, or even participating in demos and client introductions.
6. Leveraging Diverse Platforms
LinkedIn remains the cornerstone for B2B influencer engagement, but expanding beyond LinkedIn to include podcasts, webinars, and industry events can increase visibility. Market Quotient has seen the impact of such platforms firsthand, helping our clients broaden their reach by engaging with influencers who drive high-value conversations on LinkedIn and elsewhere.
Final Thoughts: Building a Mutually Beneficial Relationship
Ultimately, a successful B2B influencer strategy revolves around partnerships. Choose influencers who naturally align with your brand’s vision and nurture relationships that benefit both parties. When managed well, these partnerships can elevate your brand’s credibility, amplify your message, and build a loyal base of informed clients.
At Market Quotient, we help businesses design and implement robust influencer strategies that drive long-term value. Whether you’re just getting started with B2B influencer marketing or looking to refine your approach, our expertise in influencer alignment and strategy can help your brand make a meaningful impact in the industry. Reach out today to explore how we can support your B2B influencer goals.
