B2B influencer marketing trends and examples
September 11, 2024
Let’s explore the latest B2B influencer marketing trends and examples. We’ll see how successful partnerships and content sharing work.
What is B2B Influencer Marketing?
B2B influencer marketing uses industry experts and thought leaders to shape business buying choices. It’s different from marketing to consumers because it has its own set of challenges and chances.B2B influencers do more than just recommend products. They shape discussions, lead in thought, and affect how a B2B company is seen. Using these endorsements can be a big win for marketers aiming to connect with their audience.
In B2B, influencer marketing is about working with people who have a big following and are respected in their fields. These influencers can be top executives, experts, or analysts. Their opinions matter a lot to other businesses.
Top B2B Influencer Marketing Trends
The B2B world is always changing, and so are the trends in influencer marketing. Smart B2B marketers use influential voices to boost brand awareness, generate leads, and engage customers. Let’s look at the top trends in B2B influencer marketing.
While influencer marketing is commonly associated with B2C brands, B2B influencer outreach is now gaining prominence. The primary difference lies in the long-term relationships B2B brands develop with influencers, who are often industry experts or thought leaders.
The Rise of Micro-Influencers
While big-name endorsements are still popular, B2B brands are now focusing on micro-influencers. These are people with smaller but very engaged groups of followers in specific areas. They know a lot about their topics and are seen as real by their followers.
Influencer-Generated Content
Influencer-created content is a big hit for B2B brands. It includes everything from articles to videos. By using influencers’ unique views and skills, B2B marketers can tell their brand’s story better and gain trust with their audience.
Integrating Influencer Marketing with ABM
Combining influencer marketing with account-based marketing (ABM) is becoming more common in B2B. By working with influencers who know important decision-makers, B2B brands can send out targeted, personalized messages. This approach leads to better results.
| B2B Influencer Marketing Trend | Key Benefits |
|---|---|
| Micro-Influencers | Authenticity, Niche Expertise, Cost-Effectiveness |
| Influencer-Generated Content | Enhanced Brand Storytelling, Thought Leadership |
| Influencer Marketing + ABM | Targeted Outreach, Personalized Engagement |
Measuring Influencer Marketing ROI
B2B marketers are getting deeper into influencer marketing. It’s key to measure the return on investment (ROI) of these campaigns. Tracking the key performance indicators (KPIs) helps understand how well your B2B influencer marketing efforts work
Key Performance Indicators
For measuring B2B influencer marketing success, watch these important KPIs:
- Engagement Rates: See how much engagement your content gets, like likes, comments, shares, and clicks.
- Lead Generation: Keep an eye on the number of leads and sales chances from your influencer partnerships.
- Brand Awareness: Watch for brand awareness growth, like more website visits, social media followers, and mentions in industry news.
- Campaign ROI: Figure out the direct ROI by comparing the campaign cost to the revenue or sales it brought in.
Note,
Successful Examples of B2B Influencer Marketing
Microsoft and SAP
Microsoft’s partnership with SAP for the “Embrace” initiative is a prime example of successful B2B influencer marketing. Microsoft worked with industry experts and influencers to promote their cloud services. By collaborating with influential voices in the tech world, Microsoft was able to build trust among decision-makers in large enterprises, boosting their adoption of cloud solutions.
Adobe and LinkedIn
Adobe collaborated with LinkedIn influencers to raise awareness about their B2B tools. By tapping into LinkedIn’s network of professionals, Adobe was able to reach a highly targeted audience. The campaign’s success was driven by the authenticity and industry knowledge of the influencers, which resonated with business professionals.
IBM’s Think Conference
IBM has long been a leader in B2B influencer outreach, particularly through its Think Conference. IBM invites industry leaders, experts, and influencers to speak at the event, promoting it as a hub for thought leadership in technology and business. By aligning itself with trusted voices, IBM has established a strong presence in the B2B influencer space.
Influencer Marketing Platforms and Tools
Here are the influencer marketing platforms and tools :
