What is B2B influencer marketing?
I get asked this question quite often, especially by non-marketers who assume I work with celebrities selling beauty products. But B2B influencer marketing goes beyond that. Let’s delve into the world of B2B influencer marketing and explore what industry experts have to say about this impactful strategy.
Understanding B2B Influencer Marketing
B2B influencer marketing is a strategic practice where brands collaborate with knowledgeable and influential figures in a specific industry to create, co-create, and amplify content. It’s more than just promoting products – it’s about building relationships, trust, and credibility within a professional community.
How Experts Define B2B Influencer Marketing
Let’s hear from some marketing thought leaders about their perspectives on B2B influencer marketing:
1. Trusted Voices Influencing Buyer Decisions
“B2B influencer marketing is trusted voices influencing buyer decisions,” says Ursula Ringham, Head of Global Influencer Marketing at SAP, Inc.
2. Collaboration and Trust
Jonathan Steiert, Sr. Content Marketing Manager at NetLine, emphasizes that B2B influencer marketing is about collaboration and leveraging trust to amplify messages to a targeted professional audience.
3. Essential Elements
Ann Handley, Chief Content Officer at MarketingProfs, highlights four key essentials of B2B influencer marketing: clear goals, alignment of audience and values, relationship building, and trust.
A Strategic Partnership
Sprout Social defines B2B influencer marketing as a strategic approach where businesses partner with industry experts to promote products or services to new audiences. This collaboration focuses on credibility, reach, and mutual benefits for both brands and influencers.
4. Mutual Collaboration and Credibility
Sarah Evans, CEO at Sevans PR, sees B2B influencer marketing as a strategic collaboration to enhance credibility, extend reach, and build authority collectively. By intertwining expertise and insights, brands and influencers elevate each other’s reputation within the industry.
5. Humanizing Brands and Building Trust
Ruth Schuster, Social Media Lead at HRS, emphasizes how B2B influencer marketing humanizes brands, builds trust, and drives engagement through authentic collaborations with experts and brand ambassadors.
Specialized Expertise Matters
Mandy McEwen, Founder & CEO of Mod Girl Marketing, stresses the importance of engaging expert thought leaders to elevate brand presence in B2B influencer marketing. It’s not just about reach, but about deep connections and subject matter expertise.
Ready to Explore B2B Influencer Marketing?
If you want to learn more about B2B influencer marketing and how it can benefit your brand, we’re here to help. Discover our influencer marketing services and unlock the power of collaborating with industry influencers.
About the Author
Debbie Friez is the Associate Director of Social and Influencer Marketing at our agency. With over 9 years of experience in marketing and a diverse background in public relations, Debbie leads our social media and influencer marketing teams. She works closely with our network of B2B influencers to provide strategic influencer marketing services for top tech and enterprise brands.