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B2B Influencers: fab or fad? 

19 Oct B2B Influencers: fab or fad? 

Posted at 16:06h in Marketing, Messaging by

For most of us, the term ‘influencer’ conjures images of glossy socialites selling consumer goods on social media. But this strategy of using influential people in your market or company to promote your solutions is just as relevant. But what exactly is B2B influencer marketing, and how could it help your business?  

What is an 'influencer'?

An influencer works primarily across social media to reach and influence a specific audience. In fact, anyone who reaches your audience and influences their thoughts, behaviours and actions in favour of your business is an influencer. They can add serious credibility to your brand, which is why traditional enterprise marketers are increasingly getting in on the influencer trend.  

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Business-to-business versus business-to-consumer

B2B and B2C marketing are, of course, very different beasts. Where B2C marketing relies on impulse-led purchasing, B2B sales and demand generation needs to leverage influencers to raise profile, maintain awareness, provide valuable insight and be memorable. To be successful, the emphasis needs to be on increasing brand awareness and positioning your business as an industry or thought leader.  

Your CEO, Head of Solutions or a technical genius could be an influencer

The idea with B2B influencer marketing is not to generate immediate impulse sales, but to nudge the key business executives who manage business spending in the direction of certain products, services or solutions. An effective influencer could be your CEO, Head of Solutions or a technical genius who can put your brand front-of-mind for new audiences, so that they know who to turn to when the opportunity arises.  

For most of us, the term ‘influencer’ conjures images of glossy socialites selling consumer goods on social media. But this strategy of using influential people in your market or company to promote your solutions is just as relevant. But what exactly is B2B influencer marketing, and how could it help your business? 

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Is it the future of B2B?

B2B influencing cuts to the core of what B2B marketing is all about: find and reach the key people and gently nudge them towards purchasing decisions. As a marketing strategy, it’s unlikely to be going anywhere anytime soon, and it’s estimated that investment in B2B influencing has tripled over the past year alone.  

Although it needs to be done well to be effective, the potential impact of influencers on business can be enormous. When used successfully alongside other marketing activities, using an influencer – whether from inside or outside of your organisation – could reap huge rewards for your business.  

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