Editorial
The Gist
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Partnerships matter more. Long-term, collaborative influencer relationships create measurable business results.
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Earned trust. Having built credibility over their years in the industry, B2B influencers offer authentic, trustworthy product reviews and insights to their audience.
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Prioritize creativity and synergy. Although hiring an influencer is transactional, think beyond that for best results. Be co-creative, invest in the long-term relationship and seek feedback along the way.
B2B marketing is in the midst of a human-led content transformation, and LinkedIn just made it official. At its first-ever NewFronts, the platform made clear that thought leadership video clips, expert commentary and creator-driven content are now essential for driving awareness and pipeline.
This emphasis also reflects another shift already happening, which is the rapid rise of B2B influencers. In 2020, just 34% of B2B marketers used influencer marketing. Over the next four years, that number skyrocketed to 85%, with some studies showing an astounding 520% return on investment.
B2B influencers are completely reshaping the way brands connect with audiences. The most successful ones are authentic and authoritative. They share their product and industry expertise in ways that build trust and credibility.
These aren't just people with huge followings being paid to advertise a product they don't believe in. B2B influencers are industry veterans and fellow colleagues who want to help others by sharing what they know.
Table of Contents
- Why B2B Influencers Are Gaining Traction
- Who Are the Influencers in B2B?
- How to Build Real Influencer Relationships
- Picking the Right Voices to Represent Your Brand
Why B2B Influencers Are Gaining Traction
In the past, consumers flocked to traditional review sites to get info about products. Today, however, many of those sites have become increasingly pay-to-play, which makes it harder for buyers to source unbiased information.
When you're making significant B2B purchasing decisions, which can range from $30,000 to $100,000 or more per deal, you want trustworthy input. That's where B2B influencers come in.
Even though influencers are compensated for their input, their recommendations still carry weight because they're based on experience and expertise, and most influencers are selective about who they partner with. Often, B2B influencers have made a habit of offering advice and tips to their audience over time, which helps them build strong relationships and industry authority.
Related Article: Types of Social Media Influencers: Mega, Macro, Micro and Nano
Who Are the Influencers in B2B?
While B2C influencers generally focus on lifestyle content and product placement, B2B influencers are seasoned experts in their respective spaces. Think of industry thought leaders, CEOs with strong brands and niche content creators.
Take Devin Reed, founder of the Reeder. Reed is firmly embedded in the content marketing world, and his firsthand experience of industry challenges means people trust him when he talks about solutions. Other standout B2B influencers include Heike Young, head of content and integrated marketing at Microsoft, Jen Allen-Knuth, founder of DemandJen, Zoë Hartsfield, senior manager of product evangelism and video content strategy at Apollo.io, and John Barrows, CEO at JB Sales.
All these influencers are deeply authentic when it comes to social media content. Nothing feels forced or artificial. They're also selective about who they partner with, only working with companies they really believe in. A credible B2B influencer would never work with a company just for the money and run the risk of damaging their own credibility.
Related Article: Thought Leadership Is on Trend, but Few Can Pull It Off
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How to Build Real Influencer Relationships
The most effective B2B influencers are the ones who become truly embedded in your brand's product strategy and vision, and they create value both ways. For example, we've partnered with Devin Reed in the past to amplify specific content marketing tools, and we got the added benefit of getting product feedback and suggestions we might not have uncovered elsewhere.
Tips for B2B Influencer Marketing
| Strategy | Details |
|---|---|
| Focus on Long-Term Relationships | The most effective partnerships run at least six months. This allows both parties to build genuine relationships, and it facilitates a genuine understanding of your product and brand. |
| Initiate Targeted One-Off Programs When It Makes Sense | During a recent launch, my company identified potential influencers and sent out detailed videos on the program expectations and compensation. Out of 30 potential influencers, we successfully partnered with 12. |
| Be Creative | To close out the campaign, we designed personalized tarot cards based on each influencer's brand attributes and writing rules. This sparked a lot of conversation and interest in the product, as everyone wanted to see their own tarot card. |
| Co-Create Content | Look for opportunities to include your content in their newsletters. Feature influencers as expert speakers at your events. Include them in major product launches. Again, the goal is to create a partnership that goes beyond transactional promotion. |
| Track ROI | Going back to our partnership with Reed, we've seen measurable pipeline and revenue impact from his content marketing efforts, including qualified leads and demo requests. You can use UTM codes to measure effectiveness of different partnerships and see who's the best fit for your audience. |
Picking the Right Voices to Represent Your Brand
As far as who to partner with, look for the people in your industry who are already talking about the problems you're solving. Who's most passionate about the same topics you are? Who shares a similar point of view? Who’s generating a lot of buzz with their posts? These answers can lead you to potential B2B influencers who can become engaged brand advocates over time.
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