Tips To Find Right B2B Influencers
B2B influencer marketing leverages industry experts and thought leaders to build credibility, enhance brand awareness, and drive business relationships. It focuses on fostering trust and influencing decision-makers in professional networks.
MarTech contributor Kim Davis has published an article highlighting six things you should look for in a B2B influencer.
Davis says, “Almost 90% of B2B buyers prefer content from trusted B2B influencers over sales messages from B2B brands. That’s a statistic from a recent survey by LinkedIn and it echoes what Demandbase CMO Kelly Hopping recently told us: “They’re going to trust hearing from that guy, versus the Demandbase brand.”
But just who is “that guy”? It’s clear, of course, that B2B influencers fulfill a different role than B2C influencers. Picking the latter is as much a matter of budget as judgment. Brands know that Kourtney Kardashian or Justin Bieber reach hundreds of millions of people and can evaluate the likely demographics of their audiences. But not many brands, one assumes, can afford Kourtney or Justin. Expectations must be tempered by reality.
The B2B influencer space is different. What’s important is partnering with an influencer who successfully reaches the much more niche audience a B2B brand is hoping to engage and convert.”
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