How to Effectively Use Influencers in B2B Marketing

Superheroes.marketing shares Insights and strategies

B2B marketing is evolving rapidly, and one of the most striking trends is the use of influencers. What was once considered a purely B2C tool is now opening new opportunities for B2B companies, especially on professional platforms like LinkedIn.

Why Are Influencers Important for B2B?

In the B2B world, trust is everything. While B2C influencers focus on building emotional connections, in B2B, they simplify complex decision-making processes, often involving multiple stakeholders.

• Fact: 87% of B2B buyers prefer content from influencers over traditional branded materials.
• Influencers bring a human touch to complex business decisions and build trust in your company.

Who to Collaborate With?

B2B influencers are not just bloggers or social media stars. They are thought leaders, experts, entrepreneurs, or even your own employees. Their strength lies in their knowledge, experience, and authenticity.

Key Traits of Successful B2B Influencers:

• Deep expertise in the industry (53%).
• Reliability and trustworthiness (52%).
• Ability to produce diverse content (49%).

How to Find Your Superhero Influencer:

1. Micro-influencers. Choose niche experts with a smaller but highly engaged audience.
2. Industry thought leaders. These could be analysts, conference speakers, or even satisfied customers.
3. Your employees. Your team is your hidden gem! On average, their combined reach is 12 times greater than your company’s network.

When to Launch Campaigns?

Influencers are most effective during the research and consideration stages of the buyer's journey. This is when clients are looking for reliable information and trustworthy recommendations.

Bonus: Influencers not only impact key decision-makers but also help "prepare the ground" for the entire team involved in the purchasing process.

Where to Work with Influencers?

LinkedIn is the top platform for B2B marketing. In this professional environment, users come to learn, expand their networks, and find business solutions.

• 59% of tech specialists already consume B2B influencer content on LinkedIn.

How to Create Powerful Content with Influencers?

1. Use videos. Product demos, interviews, or trend analyses work wonders!
2. Diversify formats. Alongside videos, include articles, webinars, and even live events.
3. Launch Thought Leader Ads. This ad format allows you to promote expert content and target your audience precisely.

Why Are Thought Leader Ads a Must-Have?

• They are authentic: people trust experts more than traditional ads.
• Precise targeting: your content reaches the right decision-makers.
• They position you as a leader: your brand is seen as part of the professional elite.

Our team knows how to turn influencers into your strategic allies. Want to take your B2B marketing to the next level? Contact us, and we’ll create a true explosion of trust and results for your brand!