What is b2b influencer marketing?

The year is 2011 and I’ve started my first job in marketing. Facebook is starting to become a household name, and people are still figuring out how to use Twitter. Tiktok is something only a clock does. 

When tasked with building my company’s website, I frantically search Google for solutions before a designer I know recommends a new platform called ‘Squarespace’ that apparently, is a game changer. 

I saw no ads before purchasing and I didn’t even find Squarespace when I originally searched. Social media was barely a part of the zeitgeist then, much less a way to be sold to. It was good old word of mouth that got the job done. 

And so today in the world of b2b marketing, everything has changed and nothing has changed.

What is b2b influencer marketing?

B2B influencer marketing uses partnerships between b2b brands and business thought leaders to reach niche online communities, drive awareness and consideration of products and services and increase share of voice. 

In one way or another, influencer marketing has existed forever. But it’s only in the past few years that has it become a more defined tactic used by b2b marketers with social media platforms like LinkedIn, Twitter and Youtube at its heart. 

How is b2b influencer marketing different to content marketing?

Whereas content marketing is a broad approach to marketing that focuses on creating and sharing valuable and relevant content with the aim of attracting the right audience, influencer marketing engages experts, business personalities and thought leaders that already have an established audience to speak to. These b2b influencers will provide their own authentic take on a brand’s content or create entirely new content to release in the form of social posts, blogs, podcasts or videos. The brand’s content marketing output in most cases is the jump off point for the influencer’s content creation.   

How is business influencer marketing different than b2c?

The first and most obvious difference is that b2c activity target end-consumers whilst b2b target individuals who make decisions on behalf of businesses. At the end of the day, you’re still just selling to people. I think b2b marketers tend to forget that sometimes, and hope the rise of influencer marketing will help this concept evolve.

Compared to b2c, influencer marketing campaigns and programs in b2b is still very much a  developing industry. In the US projected spend in the space as a whole sits at around $6.16 billion. Growth is outstanding, with 20%+ annual growth rates from 2019 on. It’s my view that much of the growth seen in coming years will be from b2b budgets who have not yet really invested. There is great potential for authentic brand sponsorship outside of fashion, travel, and FMCG but until now they have represented the lion’s share of activity.

The social platforms utilised for b2b influencer marketing are also different than in b2c. If Instagram is your #1 professional network than you either work in social media already or you probably need to think about a career change. Social platforms such as LinkedIn, Twitter, YouTube, Spotify, Medium, Substack and Clubhouse all have their place in b2b influencer marketing. And the likes of Reddit, TikTok and yes, Instagram, may serve a purpose too. In general though, b2b brand collaborations will be less about pretty or entertaining visuals and more about educational content and thought-leadership.

Lastly, metrics and measurement are going to be different in b2b. As with most other b2b digital marketing channels, a quick sale just isn’t going to happen online. Sales cycles in many b2b verticals are in the months and years. Influencer marketing is more focussed on raising brand awareness, establishing thought leadership, changing perceptions and increasing share of voice. Web traffic and lead generation may also work well for the right product and influencer program. Common shared metrics for b2b and b2c include engagement, engagement rate and reach.

‘B2B’ is a huge generalisation. Which industry verticals and roles can actually benefit?   

Companies that have products or services that are technical or complicated can benefit from an expert in the field giving a clear and insightful heads up and a rubber stamping. This goes a long way in b2b world for buyers to feel comfortable with big ticket purchases that are under consideration for business growth. Some examples are B2B technology — particularly SaaS companies, emerging industries like AI, data science and web3, Fintaech and the wider finance world. DE&I, and especially SMB/SME businesses.

Who are some influencers you can tell me about?  

Highly relevant macro influencers and more accessible micro and nano influencers are the most appropriate professionals to work with. Some examples are Sally Eaves , Dr Anne-Marie Imafidon, Paolo Sironi or Clément Mihailescu.

What does a brand collaboration or influencer program look like in practice?

Influencer sponsorships can be very light-touch, as in a simple brand mention or reposted content such a whitepaper. As with b2c these can be paid or unpaid. More content heavy collabs such as guest-blogging, thought-leadership pieces or producing a podcast or filming a product demo on behalf of a company are becoming the norm. Longer term, strategic partnerships over 3-12 months may combine a series of posts, blogs, vlogs or event speaking opportunities that are further sliced, diced and repurposed with social promotion. There’s no one size fits all approach, and it’s up to both the brand and influencer to decide what will have the most impact.

How will the b2b marketing landscape change as a result of influencer marketing?

The rise of influencer marketing in b2c has meant power over decision making shifts away from more traditional media organisations and to the individual. This change is reflected in the increases we see in influencer marketing budgets y/o/y. And although it’s early days, it’s safe to say that voices of authority in many industries will soon take the initiative to commercialise their personal brand, opinions and content. For the b2b marketer this may mean a wider choice in partners, different types of compensation packages and more creative outputs. We may also see creative and content agencies move away from the highly designed and polished ‘hero creative’ to more authentic and original content from influencers and their audiences.

How do I get started with b2b influencer marketing?

Custom Influence was founded to help bridge the gap between brand and decision maker through customised influencer programs. Our mission is not only to demonstrate the power of influencer marketing, but lead the way in its expansion. Contact us to chat more.