Influencer Marketing in B2B

Influencer marketing isn’t just for B2C companies anymore. As more B2B brands look to build trust and drive meaningful engagement with their target audiences, partnering with influencers and thought leaders has become a valuable tool.

According to?Ogilvy , 75% of B2B marketers are using influencer marketing.?

And,?Search Engine Journal ?reports that 86% of B2B marketers have had successful collaborations with influencers.

Influencer marketing is all about validation, credibility and trust. In B2B, where decision-makers often take a conservative approach to choosing vendors and service providers, these factors play an even greater role. Your buyers are looking for expert insights and proven solutions. When your company aligns with these thought leaders who have already gained trust within their respective industries, you can improve your reach (and in some cases your reputation).

What is a B2B Influencer?

B2B influencers are usually niche-specific thought leaders, industry analysts, consultants, or subject matter experts. These professionals, often found on LinkedIn, have built their influence by providing valuable insights, thought-provoking content, and actionable advice over time. Their audience is engaged, highly targeted, and trusts their expertise—making them ideal partners for B2B brands.

How to Collaborate with B2B Influencers

Collaborating with these industry experts allows B2B companies to showcase their products or services in a credible context. For example, an influencer who is a known authority in software development might promote a new development tool through a case study or webinar. This not only demonstrates the value of the tool but also lends credibility to the brand.

You can work with B2B influencers to share valuable, engaging content that highlights your brand. They can contribute to blogs, podcasts, whitepapers, or webinars, offering expert opinions or insights that resonate with their audience. This content can be done on your platform, tagging the influencer, or even on the influencer’s platform. This can help position your brand as a trusted resource in the industry, benefiting from the influencer’s reach.

With the right approach, influencer marketing can be a game-changer for B2B companies looking to elevate their brand in an increasingly competitive marketplace. Tap into these trusted networks and influencers to reach new audiences and position your company as a leading voice.